GE Aims New Home Appliance Models at Asia.

Byline: Sukanya Jitpleecheep

Sep. 7--GE Home Appliances Asia, part of General Electric, will work with the Thai manufacturing arm of Japan's Toshiba, to launch home appliances designed for Asian markets in a bid to boost its meagre market share.

The move is part of a plan to expand GE's sales to middle-income customers, building on success in the high-end market after teaming up with Toshiba Thailand a year ago.

Washing machines will be the first Asian models under the GE brand name to be introduced in Thailand next year, followed by air-conditioners.

While the washing machines may be made in Thailand, the air-conditioners may be developed or assembled in China to benefit from low labour costs and tax advantages. "The new Asian models will serve middle-segment customers as their prices will be 20 percent lower than GE's high-end products. So, they should compete with Japanese brands," said Jeho Ryu, general manager of GE Home Appliance Asia.

The company imported its high-end products from South Korea and Japan and medium-price products will be ordered from Japan and China. The company hopes that its new lines will help double sales of GE products in Thailand in the next two to three years, making the country GE's third-largest market in Asia, surpassing the Philippines.

Last year, sales of GE products in Thailand were worth 100 million baht and are projected to reach 400 million baht next year.