A military coup in 1930 resulted in the contract's rescission, prompting di Tella to convert his new factory south of Buenos Aires into the manufacture of industrial machinery and home appliances (particularly refrigerators), becoming the largest, domestically-based industrial conglomerate in Latin America. The firm established a facility making commercial freezers under license from Westinghouse in 1935, and their trademark household refrigerator unit in 1948. Advertised as "la reina del frío" ("The Queen of Cold"), these became popular among Argentine consumers and their production expanded from 11,000 units annually in 1948 to 70,000 by 1958. Expanding into an array of big ticket appliances, as well as their motorcycle and motor vehicle ventures, Siam diTella expanded to 13 manufacturing facilities employing 9,000 by the 1960s.