Portuguese 
English 
Spanish 
4 min of reading 
0 comments 
New line bets on high capacity, artificial intelligence, and functions focused on routine with pets, targeting consumers who need to wash more clothes without expanding the laundry space and seek automated technology to optimize time, consumption, and care for different types of fabric.
LG has expanded its high-capacity washer and dryer line in Brazil with new models of 15 kg and 16 kg and a reformulation of the 18 kg version, in an attempt to occupy a little-explored space between 14 kg machines and larger, more expensive equipment that is less compatible with compact laundries.
According to the company, the proposal combines greater internal volume, dimensions adapted to Brazilian homes, and automation features aimed at domestic routines.
LG Washers with Greater Capacity and Focus on the Brazilian Consumer
The strategy was presented by the company as a response to a deadlock identified in market research: the need to wash more clothes has grown, but the available space in homes has not kept pace with this movement.
-
China leaves the US behind and is now the world’s leading scientific power with the most cited studies globally.
-
The primate that science has called peaceful for decades has proven to be as aggressive as the chimpanzee in a study with thousands of hours of footage that debunks one of the greatest myths of primatology.
-
Xiaomi’s electric sedan traveled 4,264 kilometers in 24 hours non-stop on a track in China and set the world record for endurance for mass-produced electric cars.
-
Scientists reveal progress with batteries made from sunflower seeds that could reduce environmental impacts and spark global interest in a new generation of sustainable energy.
Rodrigo Fiani, vice president of sales at LG Brazil, stated that the manufacturer detected “a significant gap between the desire for capacity and the reality of space,” and associated this demand with the search for technology compatible with the home environment.
Expanded Capacity Without Requiring More Space
In the official product materials, LG states that the 15 kg models were designed with 64.5 centimeters of depth, while the 16 kg and 18 kg versions have 78 centimeters.
The manufacturer claims that this design allows for increased washing capacity without requiring a proportional expansion of the service area, an argument that helps explain the repositioning of the line for the Brazilian market.
In practice, this movement attempts to solve a transition that has traditionally been costly for the consumer.
Until now, those who wanted to move from intermediate models to a more robust washer often found a direct leap to 18 kg appliances, requiring a higher investment and, in many cases, less friendly dimensions for apartments and homes with reduced laundry space.
LG has begun to treat this intermediate range as a commercial and portfolio opportunity.
AIDD Artificial Intelligence and Differences Between the Models
The main technological advancement is concentrated in the 18 kg model, which features the AIDD 2.0 platform.
According to LG, this version not only identifies the type of fabric but also recognizes the level of dirt, defines the most suitable cycle, and automatically doses detergent and fabric softener, increasing the degree of automation compared to other family members.
The 15 kg and 16 kg models appear on the brand’s official website with AIDD technology, without reference to version 2.0.
In these machines, LG states that the system detects the weight and type of fabric to adjust the washing movements, focusing on garment care, efficiency, and more appropriate water usage.
This differentiation helps clarify a point that generated noise in the initial announcement of the line.
In the statement distributed to the press, the manufacturer indicated that AIDD 2.0 would be exclusive to the 18 kg version.
Pet Care Function and the Presence of Pets in Brazilian Homes
Another focus of the new line is the Pet Care cycle, included in all models presented by LG.
On the official pages of the three capacities, the company describes the feature as a wash aimed at combating odors and stains associated with pets, with high temperature and a four-step rinse.
The weight of this commercial argument is not small.
In the announcement about the launch, LG stated that more than 70% of Brazilian households have pets, a figure used to justify the presence of Pet Care across the entire line.
According to Abinpet, based on data from the entity itself and IBGE, the country records 1.8 pets per household, an indicator that reinforces the relevance of the pet market in the daily lives of families.
Prices of LG Washer and Dryer at Launch
On the official channels and on LG’s own offer pages, the promotional prices associated with the launch of the line appeared starting at R$ 5,129.05 for the 15 kg Black Inox with AIDD version.
The 16 kg options were displayed for R$ 6,174.05 in the Black Inox version and for R$ 5,604.05 in the white version.
The washer and dryer of 18 kg with AIDD 2.0 was announced for R$ 6,649.05.
LG itself emphasizes, however, that prices, promotions, and availability may vary between the online store and retailers.
LG’s Strategy to Compete in the Laundry Market
In addition to filling the mid-range of the portfolio, LG treated the new 18 kg version as a price repositioning to make the premium model more competitive.
In the statement about the strategy, the company says that the intention was to reduce the gap between high capacity, embedded technology, and the purchasing reality of the Brazilian consumer.
With this, the manufacturer tries to turn a recurring problem in the category into a selling point.
The move repositions the competition in the washer and dryer segment around three very objective points for the local consumer: capacity, space utilization, and functions aligned with daily household life.
Seja o primeiro a reagir!