Another kind of makeover: high-end unitary product redesigns create new look, improved features.(HVAC industry)

Makeovers have come a long way. They moved from the occasional segment on talkshow TV to a new type of reality TV (and in some cases, reality radio), from makeup and hair makeovers to plastic surgery, and from personal makeovers to completely revamped living spaces.

Although HVAC manufacturers have not referred to their product redesigns as makeovers, some of the changes have the potential to fit in that category quite well. They have gone from drab to fab, dreary to cheery, bleak to chic, with the potential to break away from the pack.

Take, for example, some new residential lines from York International Corp. Doug Widenmann, director of marketing for York International (York, Luxaire, and Coleman), said the company had been working with its existing product lines for the last few years.

"Echelon[TM] [Coleman] and Affinity[TM] [York] fill the greatest void for high-end products" he said.

They were completely redesigned from the ground up, using dealer input, consumer surveys, and industrial and market designers to create a new look, as well as improved dealer features. In this instance, Affinity Series air conditioners, heat pumps, and furnaces were "designed from the ground up to meet the demands of savvy, style-conscious consumers."

There are plenty of other examples of high-end products gone high tech.

Image Awareness

"Design and aesthetics have never played a more important role in consumer goods," noted Andy Fracica, York brand marketing manager.

"So, the Affinity…