The demand for the new Australian Made Westinghouse 90cm oven range has surpassed expectations, prompting the Electrolux Cooking Products plant to add extra shifts, according to an announcement on the Australian Made website. The line of ovens is the biggest and most sophisticated ever built and designed at the plant.
The news follows the announcement recently made by Electrolux Home Products Managing Director John Brown that the company will be launching the Australian Made program. Electrolux Home Products is the only remaining volume whitegoods manufacturer in Australia, with more than 1000 Australians employed in its plants and development centers.
Cooking products with the Westinghouse and Chef brands which are manufactured in Dudley Park in Adelaide, and fridges and freezers under the Westinghouse and Kelvinator brands made in the Electrolux Refrigeration Plant in Orange, are now certified to bear the green-and-gold Australian Made logo.
More than patriotism, the modern Australian manufacturing competitiveness is the reason why brands like Westinghouse, Chef and Kelvinator continue to sustain their leading market share in the Australian household appliances market.
“To survive, let alone prosper, in the modern marketplace, you have to be competitive on quality, features and price. So the fact that these brands have done this against an increasing number of cheap imports is a tribute to the skills of the people who design, develop and produce them here in our factories,” Dr Brown said.
Meanwhile, Australian Made Campaign Chief Executive Ian Harrison said that they are proud to welcome an iconic brand like Electrolux onboard the campaign.
It is estimated that 3 in 4 Australian households are using at least a stove, oven, fridge or freezer bearing the Westinghouse, Chef, or Kelvinator brand names, according to Sheila Walthoe, Electrolux Home Products Senior Brand and Trade Marketing Manager. She adds that the brands’ success was also in part due to their reliability and after sales support.
“Generations of Australians have grown up with these brands.
“In the event that they need to, Australians know they can get spare parts and have their Westinghouse, Kelvinator and Chef appliances repaired quickly and with the minimum of fuss,” adds Walthoe.