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at w w w.ifa-international.org news German TechnoloGy and enerGy efficiency sTrenGThs furTher reinforced by siemens aT ifa 2009 exclusive inTerview By Richard Barnes Ulrich Twiehaus Director – Marketing and Communications - Siemens There are two reasons. One is that in the purchase process, more and more people are focussing on the energy class as an increasingly important criterion. In terms of USP (Unique Selling Point), this is now the most important one. The second reason is that if I look at Germany, around 15 years ago, we had the highest rate of new apartment builds, and since that date, the new apartment building rate has been decreasing, and the average age of a home appliance is 15 years. That means that in the current period we expect to have a lot of renewals, and this will consequently result in major energy savings for the consumers, as the new machines are much more efficient than the old ones. Please give us some examples of some of your products that are more environmentally friendly. We have freezers that are Download Podcast Download Video at w w w.ifa-international.org Siemens, like many other companies in the home appliance market, are underlining energy efficiency and environmental friendliness as major strengths at IFA 2009. We asked Ulrich Twiehaus why this is so and how the trend helps Siemens in its sales strategy… in the A++ energy class, but they also have “no frost”, which saves a lot of energy, because you don’t have to defrost the freezer any more. If you take a dishwasher, we have a new drying system, called “Zeolite” which also saves a lot of energy. The Zeolite takes the humidity from the air and gives out heat, so this is very effective and saves a lot of energy. The use of electronic sensors can also bring new efficiencies. For example, the aqua-sensor of the washing machine not only saves energy but also saves water, because it looks at how many particles are in the water, and if there are not too many, it doesn’t add new water to the washing process. These are just a couple of ways we save energy and water. How are you marketing this, getting the message across to retailers and end users? As we mentioned, the energy efficiency classification is increasingly difficult to understand for the consumer, because there is already an A++ and an “A minus 20 per cent”, so the consumer no longer understands what the best energy efficiency class is. So we have created our own label for energy efficiency, which is called “Eco Plus”. This represents our most efficient appliances, but also those that have best-in-class comfort. We are using this at PoS, in print advertising, and it helps us to be recognised as a very energy efficient company. How does IFA help you get this message across? IFA helps us a lot, because it gives us the best possibility to show the appliances in action. If a sales representative goes and sees a dealer, he has a catalogue, but he doesn’t have all the freezers or washing machines on hand. At IFA, we are able to show the industry and the consumers in a “real life” situation. This is part of our marketing approach – to “emotionalise” the home appliance world. Could you please tell us more about the energy efficiency brochure you have compiled? We were constantly thinking about how to increase awareness about energy efficiency for home appliances, and we thought it would make sense to show how much energy is used in the world, how much is used in the home and how much is used by home appliances. This shows people how much they can save if they change their home appliances. We also wanted to do that in a bigger way, not only showing products and features, but having a broader global focus, as resources will not be there forever! We have to save energy and water, and a very good way to do this is by changing old home appliances. Some older appliances use 50% more energy than new ones. Can you help people calculate how much they can save? Yes. At the last IFA we created a calculator for the industry but also for the public. It compares the energy consumption of devices that are 15 years old with new ones. For example if you are willing to purchase a new washing machine, you just put in the number of the new machine, you say how many times you wash per week, then you say where you are living, and the computer calculates the price of the energy in your region. It then compares this to what is used by your old machine and gives you your “ROI”. How long on average does a new device take to pay for itself? It depends. A new A-class dryer will pay entirely for its purchase investment in 6-7 years and the difference in price compared to another less efficient new dryer will be recovered through energy savings in just two years. Hall 1.1 / Stand 101 IFA International • Saturday, 5 th & Sunday, 6 th September 2009 www.ifa-international.org 35

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