New Ja­panese Made, Hi­tachi Ap­pli­ance Range Is Se­ri­ously ‘Top End’

SmartHouse - - FIRST LOOK // Hitachi - Writ­ten by DAVID RICHARDS

Hi­tachi has shown a new range of re­frig­er­a­tors, clean­ing prod­ucts and wash­ing ma­chines that they are set to launch into the Aus­tralia pre­mium ap­pli­ance mar­ket many of th­ese prod­ucts are made in Ja­pan.

In Asia, in par­tic­u­lar in Ja­pan, Hi­tachi is a house­hold brand and their prod­ucts are in big de­mand by con­sumers, who want to in­vest in pre­mium ap­pli­ances, tools and clean­ing prod­ucts.

Now Hi­tachi is set to have a se­ri­ous crack at ramp­ing up de­mand in Aus­tralia with a new range that was last week re­vealed to re­tail­ers for the first time.

At this stage, the Ja­panese brand is tak­ing a softly, softly, ap­proach to grow­ing the brands pres­ence in the Aus­tralian mar­ket by only deal­ing with se­lect re­tail­ers such as Bing Lee and Narta stores.

Among the range is a new glass fronted re­frig­er­a­tor that has a 4.5-star en­ergy rat­ing which is the high­est of any re­frig­er­a­tors sold in Aus­tralia. They also have a 20-kilo wash­ing ma­chine that has a glass lid that has been tested by drop­ping a 1 kilo metal ball from over a me­tre in height.

Then there is a vac­uum clean­ing range that could well give Dyson a run for their money with glide, fea­tures, in­ter­change­able heads, wash­able dust cap­ture can­is­ters and lights that al­low op­er­a­tors to see into dark cor­ners or un­der chairs.

Their new 780 litres 6 door French re­frig­er­a­tor which will sell for ap­prox­i­mately $5,799 has sev­eral stand­out fea­tures in­clud­ing a vac­uum com­part­ment that is de­signed to elim­i­nate food waste.

In a test shown to Chan­nel News food stored in the vac­uum com­part­ment was no­tice­ably fresher that food stored in the main body of the fridge.

Ac­cord­ing to Frank Mal­caus Na­tional Sales Man­ager at Hi­tachi Aus­tralia 20% of all fruit and veg­etable put into a re­frig­er­a­tor is “wasted”. He said that be­cause the Ja­panese each large vol­umes of fish they have de­vel­oped fea­tures for their prod­ucts that al­low food to stay fresher “longer”.

Other fea­tures in­clude an au­to­matic ice maker, de­frost draw as well as a freezer mat for the fast freez­ing of food. An­other stand out with their top end mod­els is the in­tro­duc­tion of a sim­ple slide or tap on the door feature which means that when a user’s hands are full one can eas­ily open the doors.

The range will be Avail­able in a 780,720 and 670litre mod­els.

Lower down the range Hi­tachi is in­tro­duc­ing a unique glass fronted 650 litres 4 door French re­frig­er­a­tor that only uses 357 kilo­watts of power a year. It also has easy glide doors.

By us­ing hard­ened glass Hi­tachi has been able to in­tro­duce colours that ap­pear to change with their black

re­frig­er­a­tor look­ing slightly grey from a dis­tance.

“Th­ese re­frig­er­a­tors can be eas­ily wiped down, don’t dent and users can write notes on them” said Mal­caus.


Aim­ing to com­pete in the wash­ing ma­chine mar­ket, Hi­tachi is in­tro­duc­ing a 24 kilo, wash­ing ma­chine with a glass lid, auto clean and built in lint fil­ters. They are also in­tro­duc­ing a 10 litre, 599mm wide model which is de­signed to sit flush to a wall.


With de­mand for stick clean­ers tak­ing off in Aus­tralia Hi­tachi is set to take it right up to mar­ket leader Dyson with a range that “out fea­tures” the Dyson of­fer­ing.

They in­clude a Ja­panese made model that has a slide out stick and a “smart head”. The front of the head has lights, it au­to­mat­i­cally glides when pointed in the di­rec­tion you want it to go.

One can also eas­ily change the head for a brush that is built into the stick that tilts 90 de­grees. The stick also has a wash­able dust can­is­ter.

Also in the range is a ball vac­uum that also in­cor­po­rates the Hi­tachi smart head tech­nol­ogy, that al­lows air to be pulled in and out via the top of the head mak­ing it eas­ier to op­er­ate. Ac­cord­ing to Mal­caus, the new range will be avail­able in the sec­ond half of the year.

He said “Hi­tachi is one of the truly pre­mium ap­pli­ance brands in Ja­pan where qual­ity ap­pli­ances are in big de­mand. What we are de­liv­er­ing in Aus­tralia is a host of new ap­pli­ance fea­tures, that are de­signed to de­liver dis­tinct ben­e­fits over and above what a lot of other ap­pli­ance man­u­fac­tur­ers are de­liv­er­ing. Hi­tachi prod­ucts not only look smart they are highly func­tional and easy to use”.

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