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Haier Hitting The Road This Summer

New York — Haier America will hit the highways this summer with a U.S. road tour highlighting its counter-depth, four-door refrigerators.

The traveling “Refrigeration Roadshow” will visit independent dealers and public festivals in 12 cities from July 2 through September 21. The event is comprised of a 38-foot trailer that opens into a raised platform featuring a pair of the bottom-mount models. Consumers will be able to peruse the units and participate in a “Fridge Frenzy” contest that awards prizes to contestants who can fill the food compartments fastest and most neatly.

One of the 20.6-cubic-foot French door units will be awarded as a grand prize.

The tour kicks off July 2 in Chicago with stops at the Taste of Chicago festival and Grants Appliances, and concludes Sept. 21 at the North Georgia State Fair in Atlanta. In between, Haier will visit Nebraska Furniture Mart, ABC Warehouse, Conn’s, A-1 Appliance and other customers.

“Consumers will have a chance to really touch and feel Haier products,” said Warren Mann, major appliances senior VP. “It’s also a wonderful way for us to get unadulterated feedback from the public.”

The showcase will be co-branded with host retailers, and Haier personnel will be on hand to demonstrate the products and hand out in-store coupons from local dealers.

Haier’s French door line is comprised of three good-better-best models that top out at a suggested $2,000 price point. The company, founded in 1999 as the Americas sales and marketing division of China’s Haier Group, also offers top-mount refrigerators, front- and top-load washers, room air conditioners, wine coolers, ventilation and microwave ovens, as well as flat-panel HDTVs, personal media players and mobile phones.