David LaGrand, Nordyne’s president and CEO, said its Maytag-branded products will include an “ultra-premium” line. He said its Maytag-branded products will feature “the best standard warranty in the industry” — the first-ever industry warranty on labor (10 years) and a 10-year warranty on parts.
“Consumers equate the Maytag brand with dependability, reliability and worry-free performance,” said LaGrand. “Given Nordyne’s emphasis on product quality, the addition of the Maytag brand really completes our brand strategy.”
According to LaGrand, the ultra-premium products will sport a distinctive look. For instance, the air conditioner and heat pump will feature a stainless steel, full metal jacket “and complementing black paint scheme.” He said the high-efficiency units (12 to 14 SEER and 80% to 92% AFUE) will be marketed to high-end consumers. He also said the Maytag brand will carry the Nordyne “Quality Pledge” — the company will replace the entire unit should a heat exchanger or compressor fail within the first five years of purchase.
“In many other product categories, such as appliances and automobiles, consumers have shown that they are willing to trade up to a higher quality product with a distinctive design and superior features,” said Dennis Kloster, Nordyne’s vice president, Marketing and Sales, Residential and Light Commercial. “We are confident that consumers appreciate the quality and reliability that Maytag represents.”
In addition to the ultra-premium line, Kloster said Nordyne will also offer a deluxe line (10 SEER and 80/90 AFUE) of Maytag-branded products. He said these products will be marketed to contractors for sale to middle-market consumers. The 10-year parts warranty on these products “will be superior to others in this category,” he said.
“During the past five years, Nordyne has increased its market share by focusing on well-recognized consumer brands,” said Kloster. “Since consumers only buy HVAC systems every 10 or 15 years, traditional heating and air conditioning brands don’t carry a lot of consumer name recognition. Consumers want a reliable product from a name they can trust.”
Steven D. Benton, vice president of corporate development for Maytag Corp., said Maytag is widely known as a major appliance brand, “but we are always seeking ways to strengthen and increase the presence of the Maytag brand in consumers’ homes.
“Nordyne’s proposed offering of a Maytag-branded product is designed to deliver the reliability and dependability that consumers expect from Maytag.”
Nordyne said it will begin production of the Maytag units this summer. The company said it will maintain a two-step distribution chain and is currently selecting distributors and contractors to carry the Maytag brand.
For more information, visit Nordyne’s website, www.nordyne.com, or call 800-422-4328.
Publication date: 06/10/2002