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Following extensive consumer research which revealed that capacity and steam capability are highly appreciated features, LG has developed a new range of Steam Direct Drive and Direct Drive washing machines with 9kg capacity in the standard size model. The latest LG washers have a number of unique features, which deliver significant customer benefits.
The intelligent washing function detects the exact load weight (from 1kg to 9kg) and automatically determines the programme length and amount of water needed, saving time, energy and water. The innovative Steam Refresh function removes wrinkles and odours from clothes in just 20 minutes. The steam technology is also used by the Allergy Care Program (approved by British Allergy Foundation) to eliminate allergens, mites and residual detergents. The Steam Direct Drive has been rated A++ for energy efficiency and comes with two years parts and labour guarantee.
The launch of the 9kg Steam Direct Drive is an important milestone for LG Digital Appliances. Andrew Mackay, UK sales director, Digital Appliances, commented to IER: "With LG already representing nearly 10% of all premium UK washing machines, the launch of the new 9kg Steam range will strengthen our base - a foundation built on smart technology and stylish design. Furthermore we will support the launch with strong advertising, in-store display and communications - to successfully develop sales from the mid-year period."
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