Hitachi: Unbound by traditional thinking

Hitachi aims to be the number one brand in terms of premium products in the home appliances market

With climate concerns on the rise, energy efficiency is currently trending in the market, with consumers on the lookout for electronic products that offer convenience and achieve results without environmental hazards.
Japanese manufacturer Hitachi stays ahead of the game by integrating inverter compressor technology into its range of home appliances, notably refrigerators.
"Hitachi recently unveiled a new product range showcasing the latest innovations in refrigerators. The refrigerator inverter series line-up is not just for big appliances but also for smaller units," said Hidenori Zen, Managing Director, Hitachi Sales Middle East FZE.
According to Zen, the key point of the inverter is the efficiency of its compressor that helps save up to 48 per cent more electricity compared to Hitachi's previous models.
Furthermore, its powered inverter washing machine model can wash loads of up to 24 kilogrammes at a time. It saves far more energy, water, and time compared to washing two 12-kilogramme loads with a conventional model.
Besides conserving energy, Hitachi's appliances also have humanist-inspired functions and stylish designs.
The UAE is an important market for Hitachi as it plays a vital role as a preferred testing ground for new product launches and marketing initiatives.
Zen added that the country has a well-organised chain of retailers and wholesalers, a well-developed sourcing network, extensive logistical facilities and an excellent general business environment.
Looking at evolving trends, Zen said that consumers are becoming more demanding, more tech-savvy, and want access to real-time information. This gives rise to challenges such as how to deploy innovative strategies and product features to remain competitive in the digital marketplace to attract consumers.
"People always wish to have a better life with better featured products. It is difficult to forecast what the next trend is going to be. But Hitachi is always conducting market research and trying to create convenience for the consumer," he said.
Hitachi welcomes healthy competition for the benefit of consumers. Zen said that more competitors in the market mean that a wide range of products will be available to the consumer, which could drive down the prices of products. "Manufacturers who survive and do well in the market are the ones that understand what their consumers need and want," he added.
Commenting on the evolution of the consumer electronics market, Zen said that it is essential to understand the major changes in consumer buying habits and behaviour including their saving patterns, and household expenses to cater to their needs accordingly. "Nonetheless, we expect demand for home appliances driven by fast growing local and regional population," he said.
With this in mind, Hitachi intends to develop new models in the near future and introduce a full product range catering to all segments of the market at varying price points. "We aim to develop and apply new technology without being bound by traditional thinking," he concluded.
farhana@khaleejtimes.com