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Published on January 23, 2008

That figure would represent a 20-per-cent increase from the previous year for the market leader in electrical appliances.

The company also expects double-digit growth for fiscal year 2008.

Panasonic AP Sales also intends to overtake its close rivals to take the number-one position in the air-conditioner and refrigeration markets in Thailand for the first time.

Deputy managing director Motoyuki Shigemori said yesterday that the company seriously started to penetrate Thailand's electrical-appliance market five years ago.

"The setting up of a new government has just started and on behalf of Japanese investors in Thailand, I have no negative feelings about the country. The economic situation and industry in Thailand are still very strong and the export sector is still growing," he said.

Panasonic AP Sales expects to increase its share of the local air-conditioner market from 23 per cent to 25 per cent in fiscal year 2008, taking over leadership of this segment from Mitsubishi.

It expects to sell 175,000 air-conditioners this year. Demand for home units is likely to increase from 650,000 last year to about 680,000 this year.

The company plans to launch 16 different models this year, with prices ranging from Bt17,900 to Bt65,000.

Panasonic AP Sales expects to increase its market share in the refrigerator market from 22 per cent to about 25 per cent in fiscal year 2008. It aims to sell 270,000 refrigerators in fiscal year 2007 and up to 300,000 refrigerators in fiscal year 2008.

Demand for refrigerators is expected to increase slightly from 1.19 million units last year to 1.2 million units this year.

Toshiba has 23 per cent of the market, followed by Mitsubishi with 19 per cent.

Panasonic AP Sales will reinforce its "Idea for Life" slogan with the introduction of powerful new technology.

"Today consumers are chal-lenged with economic difficulties caused by factors such as rising

oil prices, which have led to higher electricity bills and living costs. The company has focused on developing new innovations designed to meet the demands and lifestyle of consumers who are highly concerned about saving energy, and environmentally friendly issues," said Shigemori.

From the beginning of this year, Panasonic has rolled out its innovative compressor, called an "intelligent inverter", in its air-conditioners and refrigerators.

Banlue Tiragarn, general manager for air-conditioners, said the technology would help customers to reduce their electricity bills by up to 50 per cent.

In addition, the latest model of Panasonic air-conditioners has a special function that can cool a room 1.5 times faster than normal. It also has an "e-ion" air-purifier that can inhibit bacteria and fungi in the air even when the air-conditioner is turned off. It uses the ozone-friendly R410A refrigerant.

Pernpis Charoenpanichsanti, product manager for refrigerators, said this intelligent innovation would help Panasonic in developing the most efficient refrigerators.

Kwanchai Rungfapaisarn

The Nation