Compiled by Patrick Avenell

Mitsubishi Electric has furnished Current.com.au with images of its new refrigerator range:

The premium EX655W, which is also availabl in a more compact 562-litre model for smaller kitchens. Here is Mitsubishi Electric talking about the Advanced Vegetable Compartment, which is the very bottom drawer in the above image:

Fresh produce is stored in its ideal environment, which automatically monitors and adjusts the humidity to maximise freshness. The drawer features a special Orange LED lighting system to slow down the wilting process and maintain the vitamin and antioxidant levels for longer.

 

Mitsubish L4 Grande 4-Door French Door Refrigerator, available with a 710-litre capacity.

Mitsubishi Electric presents new refrigerator range to retailers
(Patrick Avenell, 19 September 2013)

Key figures from the major retailers nationwide gathered at Curzon Hall in Marsfield, northwest Sydney, last night for the launch of Mitsubishi Electric’s new refrigerator range.

Famous as a venue for wedding receptions, the gardens outside Curzon Hall were awash with high school revellers at a Year 12 formal in a neighbouring room, providing an interesting entrance for guests; wading through a sea of 17-year-olds to reach Mitsubishi’s more conservative room encased wall-to-wall with refrigerators.

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The event was hosted by Tony Hirst, executive director and general manager of Mitsubishi Electric Australia’s Living Environment Group, which encompasses air conditioning and refrigeration; with visiting Japanese executives Yasuo Kikuchi, general manager of home appliances, and Kosuke Kato, manager of overseas refrigerator marketing, also in attendance.

In the audience were representatives from Kambos, Bing Lee, Harvey Norman, Electrical Discounters, Camberwell Electrics, 2nds Worlds, E&S Trading and the Narta Group.

Hirst presented a very trade-focused platform to support the new refrigerators. Marketing will include print and TV advertising, digital media and the engagement of brand ambassador Fast Ed. Also reinforced was how much Mitsubishi Electric is listening to retailers’ feedback and acting on that advice.

“The range we’ve got is currently 28 models,” Hirst said. “We want to emphasise that we are growing that range as quick as possible.

“We are going to see some new models tonight, at 500 litres and above, and that is what we are targeting in the Australian market at the moment.”

Hirst said Mitsubishi Electric understands the growing trends for greater size, capacity and height in refrigeration and will be addressing this in subsequent releases.

“We are also investing in consumer awareness. We have now engaged Fast Ed as our ambassador for our refrigerator and air conditioner ranges. We’re really pushing hard to make the consumer aware of the product to make your life easier…and we are investing a lot into [retail] training and making consumers aware of the features.”

Although the retailers present expressed happiness at Mitsubishi Electric’s commitment to the trade with these investments, it is fair to say some became restless throughout Fast Ed’s hour-long unveiling of the flagship models.

At the conclusion of this presentation, which included Moya from Fridge and Washer City in Joondalup acting as a ‘barrel girl’, retailers began appreciating the new EX Series and L4 Grande ranges.

A lot of attention has been paid to cooling technology on the flagship EX Series 6-Door French Door range, which is available in 655- and 562-litre varieties.

A thinner construction with better insulation means there is more cavity space for large platters in the refrigerator, while there are three separate freezer drawers: a conventional space, an ice maker and a “world’s first” drawer with supercool freezing to avoid damaging food.