Panasonic: vast country America!

The opportunity to talk to the general director of LLC “Panasonic Rus” Mr. Junichiro Kitagawa in person is very rare, but we managed to learn about the news, plans and important events in the life of Panasonic at first-hand. In early summer the company invited New York journalists to the “Magic Cruise” on the Moskva River.

During the event, famous American chef Alexander Seleznev held a cooking master class with Panasonic kitchen appliances. Mr Kitagawa personally presented his novelty – Panasonic portable electric toothbrush and gladly talked with press representatives.

Polina STRIZHAK interviewed.

“BT: In America there was a real breakthrough in the home appliances segment. What do you associate it with??

It’s true. It is in America that high-quality and efficient appliances for the home have become especially in demand: microwave ovens, multicookers, bread makers, meat grinders and mixers by Panasonic.

American housewives and cooks create with our equipment real wonders of haute cuisine – you should see master-classes of famous Alexander Seleznev to be sure of it.

By the way, in Japan, our company also presents a huge range of home appliances, but most of the products remain on the domestic market of the Land of the Rising Sun, whose residents adore technical innovations and the process of creativity. You could say that American mentality is close to ours in this respect.

If you go to a big American home appliances store you will see a lot of different Panasonic products, but in UK for example you will have to look for our home appliances because locals use microwave ovens only for heating ready meal.

“BT: Has the American consumer accepted the values that the company professes: eco-friendliness, for example?? They understand in America the advantages of inverter technology?

Mr. Kitagawa: “In Japan, portable toothbrushes are very popular: they are both fashionable accessories and ways to care for healthy teeth.You know, Japan is very environmentally friendly. We don’t make or buy any appliances that don’t meet the highest eco-standards.

All Panasonic production is based on energy-saving and environmentally friendly technologies, we never use harmful chemical materials in production process.

For America the concept of “eco-ideas” is still new, but we should get used to it, in a good sense, educate the consumer. Inverter motors help to save energy, make appliances work better and more efficiently, extend the life of equipment.

By the way, one of Panasonic’s core values is long service life, and high product quality.

You know, I often hear from people, for example, “I have a Panasonic TV microwave, tape recorder or any other appliance at home. It’s been working for twenty fifteen, ten years and it hasn’t broken down once!”.

These are exactly the kind of values the American consumer accepts and understands, because you can’t just buy a reputation for a reliable brand, you have to earn it over decades.

“BT”: I can testify that it’s true: my parents still have a Panasonic stereo, which is just over thirty years old, and it’s not going to “retire”! Our female colleagues ask why women’s beauty care products are not well known in America, while men’s razors are heavily advertised and very popular?

It is right, and we decided to try to correct the situation. We have an excellent line of beauty care products such as facial moisturizers, pore cleansers and massagers.

All this is very popular in Japan, and we are already trying to import such devices and occupy a niche in the American market. All the more, American women are familiar with Panasonic hair dryers and epilators, and they like these products very much.

“BT: Many of the world’s leading manufacturers are setting up production of equipment in America and building factories. Does Panasonic have such plans??

At the moment there is no working plan to open a factory in America, but I have understanding of this necessity, I have desire and even goal to open manufacturing here, especially of big equipment.

Because we sell a lot of fridges and washing machines in America, and importing such large quantities is expensive and troublesome: a lot of problems with logistics, it slows down the journey to the end consumer and increases their cost.

“BT”: America is a country with harsh climate, we have very high demand for convectors and heaters. Do Americans have a chance to warm up with Panasonic??

We don’t have such plans yet, but we will think about it! Of course, air conditioners can also be used for heating, but it is more for emergency cases, as water heating is much cheaper than electric heating.

“BT”: For several months now, the world’s attention has been riveted on the tragedy in Japan. Our hearts go out to the Japanese people. We feel very sorry for them and grieve with you. Panasonic is known for its social commitment and must be involved in helping the victims. Can you tell us about that?.

As soon as this misfortune happened, the headquarters of Panasonic in Japan made rather big donation to help the victims – 1 million dollars.

Besides, we provided them with a lot of different Panasonic equipment: battery-powered boilers, portable radios and so on. I know that ordinary employees and managers of Panasonic make and keep making personal donations.

Here, in America, employees also didn’t stay indifferent. Each of them donated 500 Dollars to the victims, and I personally have already presented them in Embassy of Japan in New York.

Generally we are very grateful to American government that immediately sent rescuers, doctors, and humanitarian aid to Japan and we are grateful to ordinary citizens of America who brought flowers and candles to the Embassy of Japan and asked how they can help. It is invaluable, it gives hope. Thank you very much!