Whirlpool celebrates 35 years in Argentina and today the company's objective is to continue investing in the country, as demonstrated by the recent inauguration of the plant in the town of Pilar, in the Province of Buenos Aires. We spoke with Martín Castro, General Director of Whirlpool Lar South

Por Rodolfo Pollini

How does Whirlpool present its business strategy today, globally and regionally?

Whirlpool focuses its global and regional business strategy on the harmonious development of its operations, ensuring that subregions complement each other rather than compete and take advantage of their respective strengths. For example, although Brazil has significant industrial capacity, our experience in the production of front-loading washing machines was a key factor in the decision to establish a factory in Argentina. This decision was not arbitrary, but the result of a detailed analysis of different consumer cultures, which is fundamental in the planning of our projects.

Brazil has a very strong market in top-loading washing machines and we have the opposite.

Exact. We have a very solid expertise in front-loading washing machines, while in the Brazilian market it is the other way around. In Argentina, more than 70% of the market corresponds to front-loading washing machines and only 25% to top loading.

Have you studied what this is due to?

It is linked to the architecture and under-counter furniture in each region. These differences led us to look for complementary solutions, allowing front-loading washing machines to better adapt to the Brazilian market. It is important to highlight that, despite the challenges we face as a country, Whirlpool is one of the few companies that exports household appliances from Argentina.

How is the export project?

Our goal is to continue increasing the levelsexport them. Last year we managed to export products, which was one of the differentials that we wanted to develop. Today there are few national or American appliance companies, such as Whirlpool. They are mostly oriental, with different manufacturing patterns. Whirlpool, with 100 years of history, comes from the merger of family businesses and beyond being a corporation, it maintains the culture of everyone contributing to achieve the best results.

Do you plan to open new markets for export in the region?

We mainly target Brazil due to its proximity, but the objective is to also reach other countries in the region. The first export to Brazil was made by understanding the needs of the Brazilian consumer and adapting the product to be the most efficient for that consumer, taking into account that the washing machine, like the refrigerator, is an essential product in every home.
but the objective is to also reach other countries in the region. The first export to Brazil was made by understanding the needs of the Brazilian consumer and adapting the product to be the most efficient for that consumer, taking into account that the washing machine, like the refrigerator, is an essential product in every home.

What reaction do you see both in the Brazilian market and in the consumer?

We are in full work to make that migration from top to front loading. It is a joint effort that involves the design, marketing and sales teams, in order to make the product known. We seek to debunk the myth that a top-loading washing machine washes better. They are different systems. In the United States the upper one is used more, in Europe the frontal one is used and that is being transferred to the subregions, but changing habits is a job that must be done and we are doing very well.

How do you see Inverter technology and its perception by consumers?

When I talk to friends or family about Inverter technology I recommend that they not only focus on the price. I encourage you to consider the real savings in long-term use.

What the sales force, channels and brands communicate is important.

Yes, it is crucial. Our marketing team is dedicated to informing consumers through direct channels such as Instagram, which is widely used by our audience. We carry out numerous campaigns on social networks to highlight the advantages of technology, such as savings and ease of use. Additionally, before addressing the public, we ensure that every Whirlpool member comthoroughly engage Inverter technology to ensure that our communication is clear and effective.

Do you already apply Inverter in all products? Yes, in all those that leave the Pilar plant.

What vision do you have of consumption, current consumer behavior and the market? Our priority is to protect and maintain the trust of our consumers. This year presented great challenges, the decrease in consumption affected all sectors, including household appliances. However, in the second half of the year we see a recovery driven by financing options, leading to an increase in activity. Although the levels did not return to previous levels, the trend is encouraging and allows us to maintain an optimistic perspective on the future.

How do you see these levels of consumption in the distribution between the physical and online worlds?

Digital channels and direct sales platforms are growing. It is common practice to see the product in the store and buy it online, so both worlds will continue to coexist. The consumer is very attentive to where they can find the best offer. We adapt to market changes and consumer demands.

What is the last thing they presented?

One of our latest innovations is the Dual Wash washing machine, an innovative product that has a double basket and allows you to simultaneously wash different types of clothing, such as white and colored clothing. We recently launched two No Frost and Xpert Inverter refrigerators with a capacity of less than 400 liters, ideal for any type of kitchen due to their standard size of only 62 centimeters wide.