4

I

5900 Harper Rd., Suite 105,

Solon, OH 44139

(216) 349-3060

Appliance Manufacturer Fax: (216) 498-9121

Tim Fausch

Group Publisher (810) 244-6448

Linda M. Calkins

Publisher (216) 349-3060

Norman C. Remick, Jr.

Editor (708) 297-3459

Joe Jancsurak

Senior Editor (216) 349-3060

Richard J. Babyak

Technical Editor (216) 349-3060

Brian Beaulieu

Economics Editor (603) 746-3135

James R. Stevens

international Editor (708) 406-1884

Victor D. Chase

Technology/Environment Editor (914) 666-8820

Tim Johnson

Art/Production Manager (216) 349-3060

Kathleen L. Warfield

Sales Assistant

(216) 349-3060

Vance R. Frost

Circulation Services (216) 349-3060

Diane T. Bowles'

Circulation Director (810) 244-6455

Nancy Floyd

Circulation Manager

(810) 244-6429

Donna Olah

Director of Audits (810) 244-6471

Marilyn D. Krall

Financial Director (810) 244-6484

Brian P. Quinn

Research Manager (810) 244-6450

Jesse Piper

List Rental Manager (810) 244-6483

James E. Henderson

President

Corporate Offices:

Business News Publishing , 755 West Big Beaver Rd.

Suite 1000, Troy, MI 48084, (810) 362-3700

Fax: (800) 362-0317

Sales Team

Linda M. Calkins

Publisher (216) 349-3060

Jeffrey Dembski, Chris Kennedy,

Steve Loerch, Mike Stack

Midwest (708) 498-4520 Fax: (708) 498-5911

Bill Doucette

New England (508) 429-9861 Fax: (508) 429-3285

Steve' Walsh

Mid Atlantic (610) 630-1864 Fax: (610) 630-1915

Michael J. Finnegan

Central (216) 481-8861 Fax: (216) 481-9664

Terry Casaus

W. Coast (213) 461-2264 Fax: (213) 465-6216

Patrick Connolly

Europe (44)-702-77341 Fax: (44) 702-77559

Tim Johnson

Reprints, Classifieds (216) 349-3060

PA APPLIANCE MANUFACTURER (ISSN 0003-679X) is

• published monthly by Business News Publishing Co.,

755 W. Big Beaver Rd.. Suite 1000, Troy, Ml, 48084-4900. (810)

362-3700 FAX: (810) 244-6439. James E. Henderson, President.

Second-class postage paid at Troy, MI 48084 and additional mailing

offices. Postmaster. Send form 3579 to 5900 Harper Rd. Suite 105,

Solon, OH 44139-1835. APPLIANCE MANUFACTURER, copyright

1994 by Business News Publishing Co. Annual non-qualified

subscription rates: USA, $55; CanadalMexieo, $65; other countries,

5125 for air mail. Except for special issues where price changes are

indicated, single copies of regular issues are

available for $8, $10 and $12 (USA.

Canada/Mexicoand foreign). Printed in the USA.

Like It Or Not,

DOE Drives Change

We hear this all the time from marketing executives

for major-appliance manufacturers: "We could do

that, but U.S. consumers aren't willing to pay more

for energy-saving features."

Then the Department of Energy (DOE)

announces new standards and all of a sudden, the

industry innovates.

Such scenarios are familiar to makers of HVAC

systems and refrigerators. Now, makers of

home-laundry appliances are responding to DOE's

yet-to-be-announced energy-efficiency standards.

DOE's fmal ruling on future standards is expected

to be made in 1996. The standards are expected to

go into effect in 1999.

The rulings will, in all likelihood, result in an onslaught of horizontal-axis washers.

To date, however, Frigidaire is the only domestic OEM making horizontal-axis washers

(sold under the White-Westinghouse brand). The OEM plans to introduce a new model

in 1995. Whirlpool recently announced their intent to have ready in '96 a

horizontal-axis washer (see Managers Update, page 18). And the remaining three

OEMs (Maytag, GEA and Amana), we suspect, are developing versions of their own.

No one disputes that horizontal-axis washers are superior to vertical-axis washers by

virtue of the way they clean (dryer-like tumbling vs. churning agitators) and the amount

of water and energy (one-third the amount for both) they require.

What the industry has disputed is whether consumers are willing to pay more for such

features. It's true that horizontal-axis washers can sell for about $400 to $500 more

than comparable vertical-axis models.

Even so, energy-conscious consumers could actually save money in the long-run by

buying a horizontal-axis washer, says Howard Geller, executive director of the

American Council for an Energy-Efficiency Economy (ACEEE), Washington.

"ACEEE estimates that horizontal-axis washers will save consumers around $1,000

over the life of the product (15 years), due to lower energy and water bills, and fewer

detergent purchases."

Such a savings message, if presented as part of a well-crafted advertising/marketing

campaign, would catch the attention of loyal top-load users-even those whose idea of

saving energy is to sit on the couch while junior retrieves the remote control.

"It's not that consumers are unwilling to pay more for energy efficiency, it's that they

really haven't been provided with the options. It's difficult to know what it costs to

operate a refrigerator or clothes washer," says Geller.

That will change in coming years as utir-y companies throughout North America

considering energy-saving interactive systems (see "Interactive Communications,"

page 60). Such systems will provide consumers with time-of-day pricing for

appliances. As consumers learn to use this information, they'll come to expect more

from their appliances.

And, like it or not, if it weren't for DOE, energy-saving options such as

horizontal-axis washers might not be under development.

Joe Jancsurak

Senior Editor

Norm Remich is on leave.

If you have read this article, circle 150.

EE-RM-93-701 COMMENT SUPP INFO 02

I 

i 

'. I 

, I 

'" 

11M 

Tim Fausch 

5900 Harper Rd., Suite 105, 

Solon, OH 44139 

(216) 349-3060 

Fax: (216) 498-9121 

Group Publisher (810) 244--6448 

Linda M. Calkins 

Publisher (216) 349-3060 

Norman C. Remich, Jr. 

Editor (708) 297-3459 

Joe Jancsurak 

Senior Editor (216) 349-3060 

Richard J. Babyak 

Technical Editor (216) 34~H06O 

Brian Beaulieu 

Economics Editor (603) 746-3135 

James R. Stevens 

International Editor (708) 406-1884 

Victor D. Chase 

TechnologylEnvironment Editor (914) 666-8820 

Tim Johnson 

Ar1lProducticin Manager (216) 349-3060 

Kathleen L. Warfield 

Sales Assistant 

(216) 349-3060 

Vance R. Frost 

Circulation Services (216) 349-3060 

Diane T. Bowles' 

Circulation Director (810) 244-6455 

Nancy Floyd 

Circulation Manager 

(810) 244--6429 

DonnaOlah 

Director of Audits (810) 244-6471 

Marilfn D. Krall 

Financial Director (810) 244-6484 

Brian P. Quinn 

Research Manager (810) 244·6450 

Jesse Piper 

List Rental Manager (810) 244-6483 

James E. Henderson 

President 

Corporate Offices: 

Business News Publishing, 755 West Big Beaver Rd. 

Suite 1000, Troy, MI 48084, (8~0) 362·3700 

Fax: (800) 362·0317 

Sales Team 

Linda M. Calkins 

Publisher (216) 349-3060 

Jeffrey Dembski, Chris Kennedy, 

Steve Loerch, Mike Stack 

Midwest (708) 498-4520 Fax: (708) 498·5911 

Bill Doucette 

NeW England (508) 429-9861 Fax: (508) 429-3285 

SteveWalsh 

Mid Atlantic (610) 630-1864 Fax: (610) 630-1915 

Michael J. Finnegan 

Central (216) 481·8861 Fax: (216) 481-9664 

Terry Casaus . 

W. cOOst (213)461-2264 Fax: (213) 465-6216 

Patrick Connolly 

Europe (44)-702-77341 Fax: (44) 702·77559 

Tim Johnson 

Reprints, Classifieds (216) 349-3060 

WJ'~ APPUANCE MANUFACTURER (ISSN 0003-679X) is 

V . published monthly by Business News Publishing Co .• 

755 W. Big Beaver Rd .. Suite 1000, Troy, MI, 48084-4900, (8\0) 

362-3700 FAX: (8\0) 244-6439. James E. Henderson, PresidenL 

Second-class postage paid al Troy, MI 48084 and additional rnaiIing 

offices. Posunaster: Send ronn 3579 10' 5900 Halper Rd. Suite lOS, 

Solar., OH 44139-\835. APPUANCE MANUFACTURER, copyright 

1994 by Business News Publishing Co. Annual non-qualified 

S'.bscription rntes: USA. S55; CanadalMexil:o, S65; other countries, 

SI2S for air mail. Except for special issues where price changes "'" 

indicated, single copies of regular issues are ~ 

available for $8. $10 and SI2 (USA. ="; C8nadalM.xico and foreign). Printed in the USA. INK 

" EDITO~IAH: +( , 

Like It Or Not, 

DOE Drives Change 

We hear this all the time from marketing executives 

for major-appliance manufacturers: "We could do 

that, but U.S. consumers aren't willing to pay .more 

for energy-saving features." 

Then the Department of Energy (DOE) 

announces new standards and all of a sudden, the 

industry innovates. 

Such scenarios are familiar to makers of HVAC 

systems and refrigerators. Now, makers of 

home-laundry appliances are. responding to DOE's 

yet-to-be-announced energy-efficiency standards. 

DOE's fmal ruling on future standards is expected 

to be made in 1996. The standards are expected to 

go into effect in 1999. • 

The rulings will, in all likelihood, result in an onslaught of horizontal-axis washers. 

To date, however, Frigidaire is the only domestic OEM making horizontal-axis washers 

(sold under the White-Westinghouse brand). The OEM plans to introduce a new model 

in 1995. Whirlpoql recently announced their intent to have ready in '96 a 

horizontal-axis washer (see Managers Update, page 18). And the remaining three 

OEMs (May tag, GEA and Amana), we suspect, are developing versions of their own. 

No one disputes that horizontal-axis washers are superior to vertical-axis washers by 

virtue of the way they clean (dryer-like tumbling vs. churning agitators) and the amount 

of water and energy (one-third the amount for both) they require. 

What the industry has disputed is whether consumers are willing to pay more for such 

features. It's true that horizontal-axis washers can sell for about $400 to $500 more 

than comparable vertical-axis models. 

Even so, energy-conscious consumers could actually save money in the long-run by 

buying a horizontal-axis washer, says Howard Geller, executive director of the 

American Council for an Energy-Efficiency Economy (ACEEE), Washington. 

"ACEEE estimates that horizontal-axis washers will save consumers around $1,000 

over the life of the product (15 years), due to lower energy and water bills, and fewer 

detergent purchases." 

Such a savings message, if presented as part of a well-crafted advertising/marketing 

campaign, would catch the attention of loyal top-Ioadusers--even those whose idea of 

saving energy is to sit on the couch while junior retrieves the remote control. 

"It's not that consumers are unwilling to pay more for energy efficiency, it's that they 

really haven't been provided with the options. It's difficult to know what it costs to 

operate a refrigerator or clothes washer," says Geller. 

That will change in coming years as uili;.y companies throughout North America 

considering energy-saving interactive systems (see "Interactive Communications," 

page 60). Such systems will provide :::onsumers with time-of-day pricing for 

appliances. As consumers learn to use thIS infonnation, they'll come to expect more 

from their appliances. 

And, like it or not, if it weren't for DOE, energy-saving options such as 

horizontal-axis washers might not be under development. 

Joe + Jancsurak: 

Senior Editor 

Norm Remich is on leave. 

/fyou have read this article, circle 150. 

I 

i 

'. I 

, I 

'" 

11M 

Tim Fausch 

5900 Harper Rd., Suite 105, 

Solon, OH 44139 

(216) 349-3060 

Fax: (216) 498-9121 

Group Publisher (810) 244--6448 

Linda M. Calkins 

Publisher (216) 349-3060 

Norman C. Remich, Jr. 

Editor (708) 297-3459 

Joe Jancsurak 

Senior Editor (216) 349-3060 

Richard J. Babyak 

Technical Editor (216) 34~H06O 

Brian Beaulieu 

Economics Editor (603) 746-3135 

James R. Stevens 

International Editor (708) 406-1884 

Victor D. Chase 

TechnologylEnvironment Editor (914) 666-8820 

Tim Johnson 

Ar1lProducticin Manager (216) 349-3060 

Kathleen L. Warfield 

Sales Assistant 

(216) 349-3060 

Vance R. Frost 

Circulation Services (216) 349-3060 

Diane T. Bowles' 

Circulation Director (810) 244-6455 

Nancy Floyd 

Circulation Manager 

(810) 244--6429 

DonnaOlah 

Director of Audits (810) 244-6471 

Marilfn D. Krall 

Financial Director (810) 244-6484 

Brian P. Quinn 

Research Manager (810) 244·6450 

Jesse Piper 

List Rental Manager (810) 244-6483 

James E. Henderson 

President 

Corporate Offices: 

Business News Publishing, 755 West Big Beaver Rd. 

Suite 1000, Troy, MI 48084, (8~0) 362·3700 

Fax: (800) 362·0317 

Sales Team 

Linda M. Calkins 

Publisher (216) 349-3060 

Jeffrey Dembski, Chris Kennedy, 

Steve Loerch, Mike Stack 

Midwest (708) 498-4520 Fax: (708) 498·5911 

Bill Doucette 

NeW England (508) 429-9861 Fax: (508) 429-3285 

SteveWalsh 

Mid Atlantic (610) 630-1864 Fax: (610) 630-1915 

Michael J. Finnegan 

Central (216) 481·8861 Fax: (216) 481-9664 

Terry Casaus . 

W. cOOst (213)461-2264 Fax: (213) 465-6216 

Patrick Connolly 

Europe (44)-702-77341 Fax: (44) 702·77559 

Tim Johnson 

Reprints, Classifieds (216) 349-3060 

WJ'~ APPUANCE MANUFACTURER (ISSN 0003-679X) is 

V . published monthly by Business News Publishing Co .• 

755 W. Big Beaver Rd .. Suite 1000, Troy, MI, 48084-4900, (8\0) 

362-3700 FAX: (8\0) 244-6439. James E. Henderson, PresidenL 

Second-class postage paid al Troy, MI 48084 and additional rnaiIing 

offices. Posunaster: Send ronn 3579 10' 5900 Halper Rd. Suite lOS, 

Solar., OH 44139-\835. APPUANCE MANUFACTURER, copyright 

1994 by Business News Publishing Co. Annual non-qualified 

S'.bscription rntes: USA. S55; CanadalMexil:o, S65; other countries, 

SI2S for air mail. Except for special issues where price changes "'" 

indicated, single copies of regular issues are ~ 

available for $8. $10 and SI2 (USA. ="; C8nadalM.xico and foreign). Printed in the USA. INK 

" EDITO~IAH: +( , 

Like It Or Not, 

DOE Drives Change 

We hear this all the time from marketing executives 

for major-appliance manufacturers: "We could do 

that, but U.S. consumers aren't willing to pay .more 

for energy-saving features." 

Then the Department of Energy (DOE) 

announces new standards and all of a sudden, the 

industry innovates. 

Such scenarios are familiar to makers of HVAC 

systems and refrigerators. Now, makers of 

home-laundry appliances are. responding to DOE's 

yet-to-be-announced energy-efficiency standards. 

DOE's fmal ruling on future standards is expected 

to be made in 1996. The standards are expected to 

go into effect in 1999. • 

The rulings will, in all likelihood, result in an onslaught of horizontal-axis washers. 

To date, however, Frigidaire is the only domestic OEM making horizontal-axis washers 

(sold under the White-Westinghouse brand). The OEM plans to introduce a new model 

in 1995. Whirlpoql recently announced their intent to have ready in '96 a 

horizontal-axis washer (see Managers Update, page 18). And the remaining three 

OEMs (May tag, GEA and Amana), we suspect, are developing versions of their own. 

No one disputes that horizontal-axis washers are superior to vertical-axis washers by 

virtue of the way they clean (dryer-like tumbling vs. churning agitators) and the amount 

of water and energy (one-third the amount for both) they require. 

What the industry has disputed is whether consumers are willing to pay more for such 

features. It's true that horizontal-axis washers can sell for about $400 to $500 more 

than comparable vertical-axis models. 

Even so, energy-conscious consumers could actually save money in the long-run by 

buying a horizontal-axis washer, says Howard Geller, executive director of the 

American Council for an Energy-Efficiency Economy (ACEEE), Washington. 

"ACEEE estimates that horizontal-axis washers will save consumers around $1,000 

over the life of the product (15 years), due to lower energy and water bills, and fewer 

detergent purchases." 

Such a savings message, if presented as part of a well-crafted advertising/marketing 

campaign, would catch the attention of loyal top-Ioadusers--even those whose idea of 

saving energy is to sit on the couch while junior retrieves the remote control. 

"It's not that consumers are unwilling to pay more for energy efficiency, it's that they 

really haven't been provided with the options. It's difficult to know what it costs to 

operate a refrigerator or clothes washer," says Geller. 

That will change in coming years as uili;.y companies throughout North America 

considering energy-saving interactive systems (see "Interactive Communications," 

page 60). Such systems will provide :::onsumers with time-of-day pricing for 

appliances. As consumers learn to use thIS infonnation, they'll come to expect more 

from their appliances. 

And, like it or not, if it weren't for DOE, energy-saving options such as 

horizontal-axis washers might not be under development. 

Joe + Jancsurak: 

Senior Editor 

Norm Remich is on leave. 

/fyou have read this article, circle 150.