backhoe is a world leader in the household appliances sector offering a wide range of innovative and sustainable products. He delivered a strong message during the launch conference he held at IFA 2023, emphasizing the impact of collective action towards a more sustainable society. The Chief Marketing Officer, Akın Garzanlı, and the Chief Commercial Officer, Ragıp Balcıoğlu, introduced the Beko’s new business philosophy called “Positive Domino Effect”. From now on, it will guide the company’s product strategy and technological innovation.
Beko launches a new corporate philosophy that is reflected in its technologies
At this year’s IFA, the company unveiled two new technologies from its global brands: EnergySpin in Beko and AI-Sense in Grundig.
The debut of new technologies based on Beko’s new corporate philosophy
Reinventing the traditional washing process, the technology EnergySpin di Beko promotes more household habits sustainable. Instead of using heat to dissolve detergent and remove stains, EnergySpin technology releases the detergent earlier. Harnessing the power of a higher than normal drum rotation speed to increase the speed of dissolving the detergent.
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These unique basket movements, called “EnergySpin”, reduce the need to generate excessive heat when washing. Consuming up to 35% less energy than traditional washing machines, while maintaining high quality washing performance.
Grundig’s AI-Sense technology
Technology AI-Sense di Grundig instead revolutionizes the concept of “smart” washing. Artificial intelligence is the basis for Grundig’s new AI-Sense washing technology. It automatically and intelligently identifies fabric type, soil level, load weight and rinsing needs to optimize the use of detergent, energy and water.
The word to the Beko experts
“Our latest products, both for Beko and Grundig, use cutting-edge innovations and the most popular technology of the moment, artificial intelligence. Beko’s EnergySpin is a first-of-its-kind technology that sets itself apart in the industry. While AI-Sense by Grundig is a revolutionary washing machine” he comments Akın Garzanlı, Chief Marketing Officer di Beko.
“This new AI technology enables consumers to make simple yet impactful choices in terms of energy efficiency, using the most advanced and intelligent technology available on the market. Beko’s mission is to promote sustainable living in every home and with the aim of ensuring that our products last a long time before needing to be replaced. Through our technology, innovation and business model, we are committed to empowering our customers to make meaningful and positive choices that ultimately translate into greater well-being.”
“The cost of living crisis is impacting the lives of people around the world and forcing us to change our spending habits. Listening to your interlocutors in these difficult times is more crucial than ever and for this very reason we wanted to interview our European dealers. Their feedback confirms that the demand for energy efficient and affordable products, stimulated by inflation and regulations, will continue in 2024” he comments Ragıp Balcıoğlu, Chief Commercial Officer di Beko.
“As the best-selling appliance brand in Europe, we aim to provide advanced technology that combines the latest innovations, quality and harmonious design. Our goal is to enable consumers to live consciously and sustainably, obtaining maximum value for their investment. We will continue to strive for excellence, make sustainability a cornerstone of our industry and collaborate with our stakeholders to create a positive domino effect”.
Domino: The Little One, the video game by Beko
To bring its philosophy to life, Beko has created an interactive experience to be launched at IFA 2023. Designed to educate consumers about the potential for the positive domino effect, the experience, dubbed “DOMINO: The Little One”, is a free video game that helps consumers understand the impact of their choices. Set in a fantasy world ravaged by climate change, players can experience the impact of positive, incremental actions needed to survive within the game.
Availability
The game will be available on Steam, App Store e Google Play this winter. Beko’s EnergySpin will be on the market by the end of 2023, while Grundig’s AI-Sense will be available from 2024.