Whirlpool To Make-Over Maytag
By Colleen Bohen -- TWICE, 9/25/2006
Benton Harbor, Mich. — Six months after Whirlpool acquired Maytag, Whirlpool has announced plans for a series of re-branding initiatives for the brand.
Whirlpool says its plans revolve around a focus on Maytag's tradition and history. Pointing to Maytag's start as a farm implement company, a stint as a manufacturer of bomber parts during World War II and its iconic Maytag Repairman, Jeff Davidoff, VP of brand marketing and communications for Whirlpool said “The Maytag brand has been an integral part of all our lives.”
The company said the new initiatives will begin rolling out over the next 18 months. Among the plans is the launch of the first Maytag products since the brand's acquisition. These new products include the Maytag Epic Front Load washer and dryer and the Maytag Ice20 French door bottom-freezer refrigerator, among others. Other highlights include Maytag's celebration of the 100th anniversary of its first washing machine in 2007.
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Buyer BeWare!!! I purchased a front load Maytag Series 14 months ago and I do not recommend it "at all". It is the worst purchase I have ever made, I was a big believer in the "Maytag" product but not anymore.
Maria Martinez - 2007-3-4 14:33:00 EDT -
I have a Maytag refrigerator that is only 14 months old. The New Maytag Repairman will have to live at my house. This is the worst excuse for a branded product I have ever seen. We have not been aboe to get authorized service men to get this thing working for 3 months. And you can bet, my wife and I have been spreading the word in stores as we see customers looking at new Maytag items and to everyone who will listen. Whirlpool will have a "Quality" image to rebuild. But they will never get any more of my hard earned dollars for a Maytag appliance.
Glenn Kelly - 2007-3-4 10:23:00 EDT
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