Whirlpool 2010 Annual Report Download - page 33

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For more than 60 years, the Consul brand has been part of Brazilian homes. It began in
1947, when Consul Carlos Renaux asked two auto repairmen — Guilherme Holderegger and
Rudolf Stutzer — in Brusque, Brazil, to repair his new kerosene-powered refrigerator. The
mechanics had never seen such a device. To learn how it worked, they had to dismantle
the refrigerator and put it back together piece by piece. This experiment set the stage for the
launch of the first Consul brand appliance in 1950.
Today, Consul brand appliances are found in nearly 60 percent of Brazilian homes. Consul
brand products are designed to make life a little easier for families so their lives are more
enjoyable. The brand translates consumers’ needs into relevant products that are reliable and
easy to use.
Expanding further into adjacent businesses, in 2010, Consul brand introduced small, compact
water purifiers that can be installed and maintained by consumers as well as a microwave —
with three indicator levels — that eliminates the need for consumers to determine their own
cook times or power levels. The Consul brand also introduced three new vacuum cleaners,
expanding its presence in the vacuum cleaner segment.
By bringing more convenience to everyday life, the Consul brand continues to see growth in new
categories, like air conditioners, and is creating powerful new connections with consumers.
Consul
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