KitchenAid® Dishwasher Handle Is No Small Detail

From water and energy efficiency to cleaning performance and quietness, today's dishwashers are light years beyond those made just a decade ago. But the latest innovation, or "re-innovation" from KitchenAid, proves that even seemingly small improvements can generate a big response from consumers.

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Drawing inspiration from designs that helped establish the brand as a dishwasher leader and innovator, KitchenAid has introduced a new version of the recessed door handle found on models from past decades. The new handle will be featured on the brand's top-of-the-line Superba® Series EQ dishwashers, which delivers the best combined wash and dry results* among leading competitors, along with extremely quiet operation.

"We built so many innovations into this dishwasher that when it came to looking for new improvements we found ourselves revisiting a handle design that many consumers told us they remember fondly," said Debbie O'Connor, senior manager of brand experience for KitchenAid. "Of course, we've updated the design to make it more contemporary," she adds.

Gone are the days, for example, when dishwasher handles require mechanical latch mechanism to ensure safe and effective operation. Chrome accents are among other modifications that add to the EQ model's overall sleekness.

"We're committed to innovating and improving our products in every way imaginable, both big and small," notes O'Connor. "That's how a brand that traces its roots to the first home dishwasher continues to earn the trust of today's consumers."

The high performance EQ Wash System utilizes pressure-optimizing wash arms that provide exceptional, concentrated wash performance. Its variable speed motor automatically adjusts power based on water conditions to maximize energy efficiency while reducing motor noise.

With sound levels as low as just 41 dBA, these models feature up to 13 unique points of sound dampening to eliminate noise from the motor and wash arms, while also blocking the path of noise through the dishwasher. The array of sound deadening materials ranges from insulation blankets to door shields to help contain operating noises.

"The components of this high performance system represent major advancements," says O'Connor. "The system is optimized not only for quiet and efficient operation, but also for the best performance."

A ProWash™ Cycle has a sensor in the cycle to determine the appropriate wash cycle during the pre-rinse, adjusting for the best cleaning performance. A ProDry™ option utilizes a dedicated drying system and fan to ensure dishes are dry at the end of the wash cycle.

Additional premium features found on the Superba® Series EQ models include a third-level culinary tool rack that offers a dedicated space for cleaning hard-to-fit culinary tools. Superba® Series EQ dishwashers are up to 57% more efficient than the minimum federal energy standards, making them eligible for energy rebates in select states.

The new model will be available this fall in stainless steel at a suggested retail price of $1,549.

Since the introduction of its legendary stand mixer in 1919 and first dishwasher in 1949, KitchenAid has built on the legacy of these icons to create a complete line of products designed for cooks. Over 90 years later, the KitchenAid brand now offers virtually every essential for the well-equipped kitchen with a collection that includes everything from countertop appliances to cookware, ranges to refrigerators, and whisks to wine cellars. To learn why chefs choose KitchenAid for their homes more than any other brand** visit

*Combined wash and dry results of leading premium brands highest MSRP models without heated dry.

**Based on a September 2010 survey, KitchenAid was found to be the home kitchen appliance brand chosen most often by members of the International Association of Culinary Professionals and the American Culinary Federation when asked about refrigerators, ovens, cooktops, ranges, dishwashers, microwave ovens, electric mixers, blenders, food processors, kitchen gadgets and toasters.

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SOURCE: KitchenAid

CONTACT: Kim Roman, +1-212-350-7822,, Lisa
Travnik, +1-212-822-4522,, both of Digitas; or Debbie
O'Connor, KitchenAid, +1-269-923-3382,