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Majap Snapshot: Bosch vs. Electrolux

8/11/2013 08:00:00 PM Eastern

SAN DIEGO – While the majap marketplace is rife with premium brands, TWICE research partner Gap Intelligence reports that two Euorpean manufacturers – Bosch and Electrolux – are emerging to take the lead in the luxury appliance segment.

As Gap home appliance analyst Christine Boersing observed, Electrolux, the world’s second largest majap maker by revenue after Whirlpool, beats Bosch 3 to 1 in retail product placement due largely to its mass Frigidaire brand. Gap’s data is based on refrigerator, laundry and range placements at Best Buy, Conn’s, Fry’s, hhgregg, Home Depot, Lowe’s and Sears stores in seven major metro markets as of July 31, 2013.

While both companies compete in an increasingly crowded mass-premium segment, Bosch also plays in the ultra-premium market with its Thermador brand, Boersing noted. And while both companies are based in Europe, they each maintain expansive manufacturing facilities in the U.S.

Interestingly, Bosch’s lower price-point ranges had, until very early this year, been built by Electrolux.

“Higher-end appliances fulfill a niche with homeowners looking to build their dream kitchen with professional-grade appliances paired with user-friendly functionality,” Boersing said. With average selling prices for premium majaps currently set at $3,321, she believes the choice for consumers between Electrolux and Bosch products may come down to brand loyalty, brand recommendation and availability.

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