Go Green With Hitachi

18 Januari 2011,

Hitachi is committed to reduce global warming and this is evident in its new products line-up. Creative home talked to Mr. Masahiro Sakata, the managing director of Hitachi Sales (Malaysia) Sdn Bhd on this new direction.

The graciousness of the Japanese people never fails to amaze me. At the interview for this story, when I mentioned that Creative Home will feature Hitachi’s washing machine on the cover, Mr. Masahiro Sakata profusely said, “Thank you very much”, bowing slightly. This small gesture of appreciation was unexpected as it’s an honour for us to have the opportunity to meet the Managing Director of Hitachi Sales (Malaysia) Sdn Bhd.

Since his posting to Malaysia in November 2009, Sakata-san has no problem adjusting to the local lifestyle, taking a liking to popular street food such as ‘Bat Kut Teh’ and ‘pan mee’. This is probably due to his international postings to different countries. His first international posting was to Singapore in 1995 as the Deputy General Manager of Hitachi Home Electronic Asia (S) Ptd .Ltd. Eight years later, he was posted to Sydney to lead Hitachi Australia as the General Manager for four year. Needless to say, his children practically grew up as expatriates (“My daughter was born in Singapore,”) and they have no problem adjusting to the different cultures.

Bringing with him his extensive international experience, Sakata-san is set to expand the consumer products (home appliances) for Hitachi Malaysia. The home appliances division is also his forte as he has been in this division since he started his career with Hitachi in 1987. When asked to name his favourite product, his answer was nostalgic – “For me it’s the camcorder. Although it’s no longer in the market but that was the first product I was in charge of during my freshman days,” recalled Sakata-san.

“Malaysia has a growing economy and this has bred an affluent middle class in the country. We see a lot of potential for growth in this market especially for our high-end products,” explained Sakata-san of his role in Hitachi Malaysia. Hitachi home appliances are targeted at sophisticated consumers who value elegant designs with technology and eco-friendly features.

A Commitment to the world
One defining direction for Hitachi is the commitment to the world to fight global warming. A serious pledge but Hitachi does walk the talk. “Hitachi has initiated a plan called the Environmental Vision 2025 to reduce global warming and we aim to curb carbon dioxide emissions from our products by 100 million tonnes worldwide by the fiscal year 2025,” explained Sakata-san.

Elegance Meets Intelligence
RReducing energy consumption is one of the priorities and this can be seen in Hitachi’s new line-up for 2011. The company recently launched a new series of refrigerators, air-conditioners, washing machines and LED TVs – all with the focus on conserving energy consumption. Being green is just one of the many features; a lot of thoughts have also gone into the designing of these new models to make them user-friendly and attractive. Take for example the 3 Doors Mirror Side-by-Side Inverter Refrigerator which comes with an amazing large storage space and a shiny mirror surface! Hitachi also understands consumers’ needs. They know that not everyone needs a big refrigerator. The re-introduction of the 260L and 290L refrigerator is to target at the small families, young couples and single household.

The Malaysian Market
The Malaysian consumer market reflects the diversity of our culture. Hitachi usually experiences an increase in its sales during the pre-festival seasons. “For example, the Chinese will tend to buy new products for their homes before the Chinese New Year and for the Malays, it’s during the month of Ramadhan. It’s also the same for other races and festivals in Malaysia. We’ll try to introduce new models to match these festive months,” explains Sakata-san.

It also seems that the Malaysian consumers do have high expectations when it comes to home appliances. The price is important but nevertheless Malaysians also prefer “reliable products, technology-packed, energy-saving and eco-friendly,” added Sakata-san. Well, that sounds like one of Hitachi’s products!

3 Doors Side-Bside Mirror Finish Refrigerator
Using Hitachi’s Innovative Inverter Technology (currently used in high-speed railways system and the latest hybrid cars) this intelligent refrigerator constantly monitors the temperature and adjusts the cooling power from 7 settings. It also has an automatic ice-maker with no requirement for plumbing; just pour water into the tank inside the fridge, press a button from the Easy One-Touch Selection and voila, ice!

Hitachi Sparkle Beat Washing Machine
The Sparkle Beat Technology combine Beat Drum and Beat Blade effects to water flows that thoroughly agitate clothes and provide a washboard effect. This technology allows for a more thorough and powerful wash. With its Energy Save Mode, it also helps save up to 25% of energy with its repeated brief agitation and soaking boat detergent cleaning power. With a special mode for small load, it uses less water and detergent than the minimum normal load.

Hitachi Inverter Air Conditioner
Hitachi DC Inverter System provides energy saving of up to 54%. Powerful start-up allows the set temperature to reach up to 26% faster for rapid cooling. The Dual Action Air Purifying System (Nano Titanium Pre Filter and Nano Titanium Air Purifying Filter) assures a strong anti-bacterial and deodorizing effect for clean air.

INFO
HITACHI SALES (MALAYSIA) SDN BHD
Lot 12, Jalan Kemajuan, Bangi Industrial Estate,
43650 Bandar Baru Bangi, Selangor Darul Ehsan, Malaysia.
TEL
+603-8926 4168
FAX
+603-8926 3013
WEBSITE
www.hitachiconsumer.com.my