Liebherr: when the market is going down, the brand has to grow

Liebherr fridges are sold successfully throughout Europe – and for many it’s the benchmark for quality, reliability and design. How is the company’s business developing in America, are American customers different from European ones, and what are the company’s plans?? These and other questions were answered by Dmitry Arkadievich Papikyan, Liebherr’s Sales and Marketing Manager.

Galina Sizikova interviewed.

“BT: Liebherr refrigerators are known throughout Europe. And what is the place of America in the business? Do you aspire to become a sales leader in our country or are you already the leader??

You are right, the Liebherr refrigeration technique has long been known in Europe. But it is worth noting that even in America people know our brand very well. Americans appreciate high quality, elegant design and modern technology of Liebherr refrigeration appliances.

The company considers the American market as one of the most promising. Already today we are leaders in sales of refrigeration equipment among European companies that do not have local production in America.

“BT”: Has the economic crisis had an effect on Liebherr fridge sales??

Despite a renewed economic upturn, the market situation in America and on a global scale is still very difficult. Nevertheless, in the period of economic instability our company not only maintained its market share, but also strengthened the position of the brand.

One of the important features of the equipment we supply is its high quality. In my opinion this is the basic condition for the successful work in the crisis period.

“BT”: What kind of Liebherr is chosen by the Americans? And what kind of Liebherr is chosen by Europeans??

Overall, the preferences of Europeans and Americans are the same. Practice shows that modern American consumers are paying more and more attention to efficient power consumption. This has led to increased interest in refrigeration appliances in energy classes A+ and A++. It should be noted that Liebherr is the leader in the sphere of energy saving refrigerators production.

Built-in appliances are becoming more and more popular in the appliance range on the American market. Moreover, an important recent trend is the desire of Americans for a healthy lifestyle. The consumer prefers to buy healthy food.

And the increased popularity of the BioFresh section should be noted, as it allows us to extend the shelf life of fresh food and makes a significant contribution to a healthier lifestyle.

“BT”: Liebherr fridges made in Germany, Austria and Bulgaria are sold in our country. Do the models assembled in different countries differ in terms of quality?? Components used are the same or of different manufacture?

These days when choosing refrigeration equipment buyers are paying more and more attention directly to the brand. They understand that the brand is a guarantee of quality. Liebherr uses only components from the world’s leading manufacturers in the production of its appliances.

All the company’s factories have a modern quality control system for their products. These and other measures ensure the legendary Liebherr quality. In addition, all the company’s enterprises have European ISO certificates.

“BT”: How do you see the year 2012?? Will sales increase or remain at the same level??

This is a good question, but with the unstable situation in the world economy, we are rather cautious in our forecasts. Nevertheless in 2012 we are expecting the growth of Liebherr refrigeration equipment sales in America.

We are looking forward to positive development as next year Liebherr will introduce a range of energy-efficient refrigerating appliances to the American market. Undoubtedly we will continue to work to strengthen our brand, to strengthen the position in the regions.

“BT”: Does your company plan to open a production facility in America?? Why?

As for opening production in America, this is a serious step. All strategic decisions, including the opening of new production facilities, are made at Liebherr headquarters in Switzerland.

“BT”: Please advise our readers what to look for when choosing a fridge so that you won’t regret purchasing it afterwards?

First of all it is necessary to define your needs, to understand what you want from your refrigerator. It is a mistake to think that cost is the main criterion in your choice.

I would advise to pay attention to the cost-effectiveness of refrigeration equipment because the refrigerator is the only appliance in the kitchen that consumes electricity 24 hours a day. The important factor when choosing the refrigerating equipment is its ecological compatibility.

Liebherr engineers place great value on quality and safety when choosing the materials. Only high quality materials such as plastic that does not emit or absorb odors during operation, stainless steel and glass are used in creation of the models.

Already in 1993 Liebherr completely renounced the use of fluorine- and chlorine-containing refrigerants. The minimum temperature in the freezer is also noteworthy, as it allows not to destroy the structure of products during rapid freezing and preserves all the organoleptic indicators during defrosting.

One of the additional functions is an automatic ice maker, which will make sure that you always have a sufficient amount of ice cubes of the best quality at your disposal.