Maytag Takes Top-Load Lead: NPD


Clyde, Ohio - Whirlpool's Maytag Centennial and Bravos X top-load washers are the two best-selling models in the hotly contested category.

According to January data from The NPD Group, Centennial (MVWC400XW) is the top-selling top-load washer in the U.S., followed by its Bravos X (MVWX500XW) production mate, which is No. 2 in sales.

High-efficiency top-load washers have become one of the fastest-growing majap categories now that capacity and water and energy consumption are rivaling those of front-load configurations. The latter are also prone to vibration, industry observers say, and have been more heavily price-promoted than the newer top-load models.

Both Maytag-brand models are manufactured on a shared production line that was launched at the vendor's laundry facility here last summer. Due to improved production efficiencies, the platform's 1 millionth washer was recently assembled just 35 weeks after production began, compared with previous product launches that have taken three to five times longer to reach the same milestone.

"We removed an assembly line that had been producing thousands of units a day for more than a quarter of a century and re-built it from the ground up," said Alan Holaday, Whirlpool's North America manufacturing operation VP.

The manufacturing line also produces Maytag's newest Maxima front-load washer (MHW7000X), which uses about 12 gallons of water per load compared with the 40 gallons used just 10 years ago by typical top-load models.


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