Samsung Electronics, Aggressively Targeting Europe with 'Project Prism'

Samsung Europe-bound washing machine (left) and dryer product photos

[Photo by Samsung Electronics]

Samsung Bespoke Refrigerator for Europe

[Photo by Samsung Electronics]

[Asia Economy Reporter Ki-min Lee] Samsung Electronics announced on the 28th that it will target the European market by unveiling new AI washing machine and dryer models and Bespoke refrigerators, born from its home appliance business vision, ‘Project PRISM’.

Samsung Electronics explained that Project PRISM signifies strengthening its status as a lifestyle appliance brand by expanding products that reflect the diverse tastes and lifestyles of consumers.

First, Samsung Electronics will launch new washing machine and dryer models incorporating many key features of Grande AI in major European markets such as the UK, France, Germany, and Sweden starting from the end of August.

These products feature ▲‘AI Customized Recommendation,’ which remembers users’ preferred courses and options and displays them on the screen ▲‘AI Customized Washing,’ which detects the laundry weight and automatically dispenses the appropriate amount of water and detergent ▲‘AI Course Linkage,’ which automatically sets the drying course matching the washing course.

In particular, Samsung Electronics revealed that in a consumer survey conducted with over 1,000 people in the UK and Germany, 74% responded that they value an intuitive and easy-to-use control panel, so the simple control panel and differentiated AI solutions are expected to attract significant attention.

Additionally, representative technologies of Samsung drum washing machines, which have been well received in the European market, such as ▲‘QuickDrive,’ which reduces washing time by about half ▲‘EcoBubble,’ which delivers powerful washing performance even in cold water, have been incorporated. The new washing machines have capacities of 7?10 kg, and dryers have capacities of 7?9 kg.

Samsung Bespoke refrigerators were first introduced to European consumers at ‘IFA 2019,’ Europe’s largest electronics exhibition held in Berlin, Germany, last year.

This product allows users to combine colors and materials according to their lifestyle and attracted great interest for enabling a simple ‘built-in look’ without installation hassle, which appeals to European consumers accustomed to built-in products.

The Bespoke refrigerator also won the Gold Award in the product category at the German international design competition ‘iF Design Award 2020 (International Forum Design Award 2020).’

Samsung Electronics launched Bespoke refrigerators in China in June and Russia in August this year. In October, it will start full-scale sales in Nordic countries such as Sweden, Finland, and Denmark, with plans to expand the launch countries next year.

In the European market, Samsung will first introduce single-door refrigerators and freezers popular locally, available in four colors: Satin Navy, Satin Beige, Satin Sky Blue, and Glam Lavender, and plans to continuously expand the lineup depending on sales trends.

Yang Hye-soon, Executive Director of Samsung Electronics’ Home Appliance Business Division, said, “Samsung Electronics is gaining significant attention not only in Korea but also globally with products that reflect consumers’ diverse tastes and lifestyles. We expect Samsung Electronics’ influence in the European home appliance market to grow further with this new product launch.”

This content was produced with the assistance of AI translation services.