Whirlpool Updates Laundry Line

By Alan Wolf -- TWICE, 10/18/2010

BENTON HARBOR, MICH. — Whirlpool unveiled a host of new laundry pairs last week, including an updated Duet platform and a new Maxima front-load line for Maytag.

Duet, which helped usher in the front-load washer category within the U.S. nearly a decade ago, has been retooled for even great energy and water efficiency in advance of anticipated higher federal standards.

Designed in conjunction with the Institute of Fabric Science, the revamped washer now uses as little as 11.5 gallons of water per load and exceeds current federal energy standards by more than 160 percent on average, Whirlpool said. The greater efficiency is achieved with an EcoBoost option that reduces water temperature while increasing agitation duration, resulting in the same cleaning effectiveness as previous iterations while using less water and energy.

Whirlpool estimates that the laundry pair can save consumers 12,857 gallons of water a year and as much as $3,300 in lifetime energy costs.

Whirlpool is targeting national retail chains for the launch, which is expected to begin in time for the holiday selling season. Suggest retail prices will start at $1,100 for both the washer and dryer.

Meanwhile, Whirlpool’s Maytag brand will roll out an entirely new front-load laundry platform in the Maxima, which offers increased capacity and a power-wash cycle that promises extra cleaning action by loosening stains and ground-in dirt.

The power-wash cycle is complimented by an internal water heater that boosts water temperatures to release difficult stains, and is followed by a thorough rinse to flush out any remaining detergent or lingering soils, Whirlpool said. Together, the functions can remove tough stains that weren’t pre-treated.

The 5-cubic-foot washer, available in two models, also has a 10-year limited parts warranty on the motor and stainless-steel wash basket.

Its companion 7.4-cubic-foot capacity dryer features “Quad” baffles and advanced moisture sensors for consistent load drying, while steam cycles help remove odors and wrinkles.

The Maxima series will carry an opening price point of $1,000 and is slated to ship this fall to retailers nationwide.