The Gafa appliance brand is betting on national production at its Rosario plant and with an investment of one million dollars it expands its product portfolio by once again incorporating washing machines and kitchens. In this way, the brand returns to a segment that it had left a few years ago and focuses especially on a mid-range consumer, who values ​​price-quality performance, and is preparing for 2022 with greater consumption.

After the punishing 2020 and 2021, in which the pandemic impacted the pockets of consumers but also the production capacity of factories due to health restrictions, Gafa foresees a recovery in the market and production for 2022, which would be between 12% and 14%.

Marcela Romero, general manager of Electrolux Argentina, told what the path was like during these long months of pandemic at the local plant, which brings together 715 workers. “The production of 2020 was lower than in 2019, that of 2021 remained the same and for next year we do see that we will reach a number more similar to 2019. We estimate that we will be 12% or 14% above 2021, both in the market and in local production,” highlighted the management of the firm that has its plant in Rosario, where refrigerators, freezers, washing machines and kitchens are produced and that generates 97% of Gafa's national turnover.

With 39 years of experience in Argentina, the brand is recognized for its solidity, quality and durability. Historical leader in the market for cyclic refrigerators and freezers, the company that currently belongs to the Electrolux Group, has a total market share of 25%. It leads the freezer category with 55% of the market. With the new additions of washing machines and kitchens, the company also seeks to consolidate itself in these segments.

"These launches represent a milestone for the company. These are lines of quality appliances at very competitive prices. With this commitment from Gafa, the Electrolux Group plans to grow 25% in its current turnover," said Romero during a presentation that took place in Buenos Aires. He highlighted that with the launch of kitchens and washing machines they seek to recover a space that Gafa had left a few years ago.

These new appliances, which are available throughout the country through official retailers, are aligned with the preferences of Argentines in terms of price-quality.

In the case of washing machines, Gafa enters the top-loading segment with a compact design that has an intelligent Fuzzy system (automatically selects the amount of water based on the weight of the clothes in the drum, optimizing consumption and washing time), new lint filter with Nano copper technology (eliminates and inhibits up to 99% of bacteria that accumulate in the filter), LED screen and A+ energy efficiency. Regarding the kitchens, they have a self-cleaning oven, automatic ignition of the oven and burners and a timer.

Climate neutral
In a global context in which environmental problems are taking on increasingly larger dimensions, Electrolux reaffirms its commitment to the present and the future. The Gafa plant in Rosario joined the development and implementation of programs and policies aimed at improving its performance in this regard.

The company is advancing steadily on its transformation path towards a carbon-neutral company with zero gas emissions and, to achieve this, it will rely on three fundamental pillars: energy efficiency, elimination of the use of natural gas and packaging, and migration to renewable energy.

The plant located in Rosario already has ISO 50,001 and 14,001 certification. In 2019, Electrolux incorporated a new state-of-the-art white goods and refrigeration packaging system (Stretch Hood) in this plant: a new “clean” technology that does not use natural gas, which contributes significantly to the company's energy efficiency project. With this system, Electrolux plans to reduce the use of natural gas – its main consumption – by 44% and achieve annual energy savings of 4%.

The general manager of Electrolux Argentina said during the presentation of the new kitchens and washing machines that by 2022 they project an investment of 4 million dollars to stop using fossil energy and reduce waste at the Rosario plant.

Patricia Martino / The Capital