Samsung Electronics Targets Largest Appliance Market in the US with 'Bespoke·Grande AI'

Lifestyle photo of Samsung's customized refrigerator 'BESPOKE 4D Flex' new product for the US market

[Asia Economy Reporter Ki-min Lee] Samsung Electronics announced on the 5th that it will showcase its lifestyle-customized home appliance 'BESPOKE' refrigerator and the Grande AI washer and dryer equipped with artificial intelligence (AI) features at CES 2021, the world's largest IT and home appliance exhibition.

The BESPOKE refrigerator, first introduced domestically in June 2019, has become a popular product among consumers, accounting for more than 60% of Samsung Electronics' domestic refrigerator sales last year. The company plans to launch it in the U.S. market in March this year.

The BESPOKE refrigerator won the Innovation Award again this year at CES, following last year, and was recognized for its design and innovative technology by winning the Silver Award and the special Best in Show award at the international design competition 'IDEA (International Design Excellence Awards) 2020.'

The BESPOKE refrigerator to be introduced in the U.S. market consists of three types: 4-door, 2-door, and 1-door, with a total of eight door panels. In particular, new colors suited to the local market, such as Champagne Steel, Matte Black Steel, and Rose Pink Glass, have been applied. The 4-door type 'BESPOKE 4D Flex' features a 'Beverage Center' with two types of water dispensing functions on the upper refrigerator door, reflecting the preferences of American consumers who favor water purifier functions. The two water dispensing functions applied to this product consist of a dispenser and an 'Auto-fill' that automatically refills the water container with the amount of water consumed.

In addition, various functions that consumers can choose according to their preferences are also equipped, such as the 'Auto Dual Ice Maker' that provides two types of ice and the 'Flex Zone' offering five modes that allow optimal temperature storage depending on the ingredients.

Lifestyle photo of Samsung drum washer and dryer for the US market equipped with artificial intelligence (AI) features

Furthermore, Samsung Electronics will launch new drum washers and dryers equipped with AI technology in the U.S. in February this year, providing optimal washing and drying tailored to users' laundry habits and environments.

This product incorporates many differentiated AI solutions from the 'Grande AI,' which has been well-received domestically. Features include 'AI Customized Washing,' which detects laundry weight to automatically dispense the right amount of detergent and softener and adjusts washing and rinsing times by detecting soil levels during washing; 'AI Customized Recommendation,' which remembers usage habits and prioritizes preferred courses and options on the display; 'All-in-One Control,' which allows the dryer to be controlled from the washer's control panel when installed in series; and 'AI Course Linkage,' which automatically sets the appropriate drying course when washing is finished. These are expected to provide American consumers with a customized washing and drying experience.

Samsung Electronics plans to further strengthen its North American market strategy by introducing BESPOKE refrigerators and new drum washers and dryers with AI features in Canada within the second half of this year.

Yang Hye-soon, Executive Director of Samsung Electronics' Home Appliance Business Division, said, "We have achieved good results in the U.S. market, a battleground for global home appliance companies, by systematically reflecting consumers' changing lifestyles in our products. This year, we will further solidify our market leadership based on the newly launched BESPOKE refrigerators and AI washers and dryers."

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