Consumers Call for More Efficient Laundry Room Choices
Global Appliance Leader in Laundry Tops Competitors in Top-Load with Portfolio of High-Efficiency Options

As the U.S. market share leader in top-load laundry, Whirlpool Corporation has tapped into two consumer passions -- conventional laundry and energy efficiency.(1) Nearly three-quarters of American households own top-load washing machines. Moreover, 78 percent of homeowners are interested in home improvements that will reduce household energy costs or utility bills, according to a study for the Home Improvement Research Institute.(2) Based on those facts, Whirlpool has taken a full portfolio approach to answering the consumer call.

"Whirlpool research shows 59 percent of consumers list water and energy savings as primary washing machine purchase drivers.(3) When you couple consumer demand with 100 years of laundry expertise, we knew exactly what to do. Whirlpool put our best product development teams and home economists to work on infusing efficiency features traditionally found in front-loaders into top-loaders," said Ellen Taaffe, vice president of mass brands, Whirlpool Corporation. "By creating new HE washers and offering ENERGY STAR® qualified models in platforms consumers are comfortable with, we appeal to evolving needs and have seen an increase in our top-load portfolio share with Maytag and Whirlpool brand leading the way."

Recognizing the consumer desire for efficient top-load options, Whirlpool Corporation markets an option for every lifestyle at varying price points:

-- With a Q3 2008 20.7 percent share (up nearly five points since Q3 of 2007) of the top-load category, Maytag brand introduced one of the first CEE Tier III energy qualified top-load washers on the market.(4) With a CEE Tier III qualification, the Maytag® Bravos® washer represents the highest efficiency level in the industry -- currently only found in front-loads -- but in the highly popular top-load platform. This model delivers 70 percent water and 67 percent energy savings while also boasting the largest capacity at 4.7 cubic feet.(5) MSRP $999-$1199.

-- Whirlpool brand commands a current 2008 industry-leading 22.2 percent share (Q3 2008) with choices including the ENERGY STAR® qualified Cabrio® HE washer. The washer tackles up to three baskets of laundry in a single load while using 64 percent less energy and 62 percent less water than traditional top-load washers.(5) MSRP $1099

-- For a cost-effective and eco-conscious option, Whirlpool brand updated the ENERGY STAR® qualified "Classic" top-load washer -- one of the first ENERGY STAR® qualified conventional washers on the market. Coming soon in Garnet Red, the washer can save up to 250 gallons per week, paying for itself in water and energy savings in less than 5 years.(5) MSRP $549

No other manufacturer offers more high-efficiency (HE) and ENERGY STAR® qualified washers than Whirlpool Corporation. Even with a robust, efficient top-load lineup, Whirlpool continues to enhance the front-load pair that started a craze in the United States in 2001 -- the Duet® Fabric Care system. Whirlpool added steam to the Whirlpool® Duet® Steam pair, as well as the Maytag Performance Series.

To learn more about Whirlpool Corporation's portfolio of brands, please visit

  1. According to The Stevenson Company's TraQline Q3 data.
  2. According to a study by Yankelovich for Home Improvement Research
  3. According to a 2007 laundry habits study conducted by Opinion Research
     Corporation on behalf of Whirlpool brand.
  4. CEE Tier system is based on the Department of Energy Consortium for
     Energy Efficiency ratings.  Percentages compared to conventional
     top-load washers.
  5. When compared to pre-2004 conventional washer.

  About Whirlpool Corporation

Whirlpool Corporation is the world's leading manufacturer and marketer of major home appliances, with annual sales of more than $19 billion, more than 73,000 employees, and 69 manufacturing and technology research centers around the world. The company markets Whirlpool, Maytag, KitchenAid, Jenn-Air, Amana, Brastemp, Bauknecht and other major brand names to consumers in nearly every country around the world.

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SOURCE: Whirlpool Corporation

CONTACT: Audrey Reed-Granger, +1-269-923-7557,, or Monica Teague, +1-269-923-8037,, both of Whirlpool Corporation