IFA International 2019 Week-End Edition

cleverdis

EXCLUSIVE INTERVIEW

ADVERTORIAL

MORE SUSTAINABLE FUTURE

shaping technologies for the benefit of people…

Africa, Pakistan and Poland. Beko

has been the most successful brand,

recording the highest unit market

share increase in Europe in the 21 st

century.

At Arçelik, we implement a very

determined global growth strategy.

While reinforcing our core business

in Europe and Turkey, we have been

constantly growing in Asia-Pacific

and Africa in the last decade, where

the global middle class is exploding.

The middle class is already the

largest segment of demand in the

global economy and two-thirds of

household consumption comes from

them.

What would you say is the

“backbone” of your strategy?

Sustainability is one of the main

pillars of our strategy and business

model, as defined by our vision

“Respecting the World, Respected

Worldwide”. We embrace

sustainability as a way of life. We are

committed to building purposeful

brands and strive to differentiate

with products and technologies that

endorse sustainability as we focus on

efficient use of resources and circular

economic solutions.

Within this context, we have

developed a washing machine

tub made of recycled PET bottles.

We have recycled 15 million PET

bottles into washing machine tubs

in one year. We will recycle 25

million PET bottles annually (250

tons of plastics); thus, to save 5.7

million kWh energy equivalent to

1,700 households annual electricity

consumption and to prevent 885 tons

of CO 2

emissions.

We have also developed a microfibre

filtration system which is designed

and manufactured to remove

microfibre from washing machine

discharge. The system is integrated

into the washing machine. The world’s

first and only washing machine with

built-in synthetic microfibre filtration

system filters out more than 90% of

fabric microfibre leaking into water

resources.

We are also working to reduce

marine pollution by recycling

fishing nets and utilizing them in

our products. In 2018, we recycled

65 tons of these materials by using

the improved nylon composites in

oven parts.

What importance do you place in

Research & Development?

We constantly strive to develop

technologies that enhance the

everyday lives of our customers. We

are passionate about democratizing

technology for the masses, making

them affordable and ensure that as

many people as possible have access

to them.

To achieve this goal and stay at the

forefront of our industry, we continue

to invest in R&D and constantly

innovate. We are among the top 100

companies in the world (#67) in terms

of patent applications as compiled

by the World Intellectual Property

Organisation. (WIPO) We have 1500

R&D employees in 17 R&D centres

spread throughout the world.

Our 4.0 digital smart factory

in Romania is a key part of this

ecosystem. Being 70% automated it’s

Arçelik’s washing machine plant in Romania

the most advanced manufacturing

facility in the industry, and among the

best smart factories in the world.

How do you leverage IFA, and what

are you aiming to achieve through

your close association with this

show?

Every year IFA gets better both

in terms of story and content. Its

growing crowds and increasing

popularity position it as a key industry

event. We believe that this year, our

global brands, Beko & Grundig, will

continue to contribute to the strong

spirit and energy of the show

Keynote - Hakan Bulgurlu

Date:

Saturday 7 September

Time: 2:00 pm

Location:

Hall 26b - GRAND THEATRE

SUSTAINABILITY IS ONE OF

THE MAIN PILLARS OF OUR

STRATEGY AND BUSINESS MODEL,

AS DEFINED BY OUR VISION

“RESPECTING THE WORLD,

RESPECTED WORLDWIDE”.

www.ifa-international.org IFA International • Saturday 7 th & Sunday 8 th September 2019

29

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