During this year’s IFA press conference, Beko** presented its latest philosophy, highlighting the impact of incremental collective action.

BERLIN, September 11, 2023 /PRNewswire/ — Beko**, a world-leading company in the home appliances sector that offers a wide range of innovative and sustainable products, delivered a strong message during this year’s IFA technology conference. Emphasizing the impact of collective action towards a more sustainable society, Chief Marketing Officer (CMO), Akın Garzanlı and Chief Commercial Officer (CCO), Ragıp Balcıoğlu presented the “positive ripple effect” philosophy that drives the company’s strategy. products and technological innovation of the company.

At this edition of IFA, the company unveiled two new and innovative technologies under its global brands: EnergySpin from Beko and AI-Sense from Grundig.

Presentation of new technologies

Reinventing conventional laundry, Beko’s EnergySpin technology promotes improved and sustainable household habits. Instead of relying heavily on heat to dissolve detergent and remove stains, EnergySpin technology releases detergent in advance. Take advantage of the power of speeds applied to the drum to increase the rate at which the detergent dissolves. Called ‘EnergySpin’, these unique drum movements eliminate the need to generate excessive heat during washing, resulting in up to 35% less energy consumption than conventional washing machines, while maintaining cleaning performance. high quality.

Grundig’s AI-Sense technology revolutionizes the concept of “smart” washing. AI powers Grundig’s new AI-Sense washing machine technology, which automatically and intelligently identifies fabric type, soil level, load weight and rinse requirements to optimize detergent, energy and water usage. water.

Akın Garzanlı, CMO of Beko**, comments: “Our latest products for both Beko and Grundig use cutting-edge innovation and the most popular technology of the moment, AI. EnergySpin from Beko is an innovative technology that stands out in the sector, while Grundig’s AI-Sense is a revolutionary washing machine. This new AI technology enables consumers to make small but decisive decisions to improve energy efficiency using the most advanced and intelligent technology available. Beko’s mission is to promote sustainable living in everyone homes and our goal is to ensure that our products last a long time before they need to be replaced. Through our technology, innovation and business model, we strive to help our customers make meaningful and positive decisions that ultimately instance, translate into a better state of mind.”

Ragıp Balcıoğlu, CCO of Beko**, comments: “The cost of living crisis is affecting every household and forcing people to change their consumption habits. Listening to stakeholders in these difficult times is more important than ever, so we have surveyed our European distributors. Their comments and impressions confirm that the demand for energy-efficient and affordable products, due to inflation and regulations, will continue in 2024. As the best-selling appliance brand in Europe, our goal is to offer advanced technology that combines the latest innovations, quality and harmonious design. Our goal is to help consumers live consciously and sustainably, while getting maximum value for their investment. We will continue to strive for excellence, making making sustainability a cornerstone of our industry and working together with our stakeholders to create a positive ripple effect.”

Making the ‘positive domino effect’ a reality

Bringing the spirit of the positive ripple effect to life, Beko** has created an interactive experience that will launch at IFA 2023. Designed to inform consumers of the potential of the positive ripple effect, the experience, called DOMINO: The Little One, is a Free video game that helps consumers understand the impact of their decisions. Set in a fantasy world devastated by climate change, players can experience the impact of positive and incremental actions required to survive within the game.

The game will be available on Steam, App Store and Google Play this winter. Beko’s EnergySpin will be on the market at the end of 2023, and Grundig’s AI-Sense will be available from 2024.

For more information, contact: bekomsl@mslgroup.com

Acerca de Beko**

Beko is a world leading company in the home appliance sector, offering a wide range of innovative and sustainable products. Beko plays a fundamental role in the international organization of its parent company Arçelik, with more than 40,000 employees, subsidiaries in 53 countries and 31 production plants in 9 countries. The company’s 30 R&D and design centers and offices around the world are home to more than 2,300 researchers and have to date 3,000 internationally registered patent applications. In line with the company’s vision of “Respect the world, respected around the world”, Beko is proud to be part of a portfolio of 14 consumer brands owned by Arçelik or used under limited license by Arçelik (Arçelik, Beko, Grundig, Blomberg, elektrabregenz, Arctic, Leisure, Flavel, Defy, Altus, Dawlance, Voltas Beko, Singer*, Hitachi*) that have obtained the highest score in the DHP Household Durables category of the S Global Corporate Sustainability Assessment

* Licensee limited to certain jurisdictions.

** Law B.V. is a member of the Arçelik group of companies, owner of the international brands Beko and Grundig.

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