LG bets high on cordless vacuum cleaner

Jo Seong-jin, second from left, president of the Home Appliance (HA) division of LG Electronics, and Park Jae-yoo, second from right, executive director of the HA overseas marketing division, promote the company’s new premium cordless vacuum cleaner, the “Cord Zero,” during a media briefing at LG Twin Tower in Yeouido, Seoul, Wednesday. / Courtesy of LG Electronics

By Bahk Eun-ji

LG Electronics unveiled Wednesday its premium cordless vacuum cleaner brand, “Cord Zero,” hoping the lineup of new products will elevate it to the No. 1 position in the global home appliance market next year.

It will also showcase the high-end line-up at the IFA Berlin fair next month.

“The European market is the place where consumers can accept the premium line of home appliances. As a relatively newcomer in the market, we can become a serious contender with high quality, premium products,” said Jo Seong-jin, president of Home Appliance division at LG Electronics, during a media briefing at the company’s main office in Yeouido, Seoul.

Together with the vacuum cleaner line, LG also unveiled new premium fridges and washing machines.

The Cord Zero is LG’s new total brand for full line-up of cordless vacuum cleaner equipped with smart inverter motor.

Jo said LG’s advanced battery technology will make the products competitive in the European as well as North American markets.

“Our vacuum cleaner line-up’s main edge is cordless. Battery and motor technologies are the most important in that sense,” Jo added.

So far, many cordless and handy cleaners have introduced, but those were just playing assistance role mainly because of their weak absorptive power, Jo said.

Regular vacuum cleaners with cord have to have an output of more than 150 watts in average, while existing cordless cleaners have about 80 watts.

However, the Cord Zero lines of cleaners have maximum 200 watts output thanks to lithium-ion battery.

LG applied lithium-ion battery pack which is usually used for electric vehicles. With the battery manufactured by its affiliate LG Chem, customers can use the device for about 40 minutes at the most. Besides, the cordless handy stick vacuum cleaners have dual batteries so that users don’t have to wait until it is charged.

Smart inverter motor was developed by the company’s exclusive Direct Drive motor technology, which is usually applied in washing machine. It keeps the device lasting longer than regular vacuum cleaners, by using electronic circuit for motor brush.

“We will try to solidify our leading position in fridge and washing machine in the home appliance market, while enhancing LG’s brand recognition as global premium brand,” Jo said.

He also said it will introduce its premium kitchen appliance package brand, “LG Studio” in the European market to accelerate the built-in kitchen segment.