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Driving Market Penetration of Energy Efficient Appliances. Henrik Sundström Vice President Environmental Affairs AB Electrolux. The Electrolux Group in brief Year 2004. Sales EURm 13,200 - Europe 47% - North America 39% - RoW 14% Approx. 72,300 team members

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Driving Market Penetration ofEnergy Efficient Appliances

Henrik Sundström

Vice President Environmental AffairsAB Electrolux

the electrolux group in brief year 2004
The Electrolux Group in brief Year 2004
  • Sales EURm 13,200-Europe 47%-North America 39%-RoW 14%
  • Approx. 72,300 team members
  • 55 million products sold every year
  • Products in over 400 million homes
  • (for details see www.electrolux.com)
electrolux environmental strategy
Electrolux environmental strategy
  • Lead the development of environmentally sound products and processes
  • Actively develop demand for these products

ER 8100B, winner of the European competition Energy+

the most energy-efficient refrigerator/freezer in Europe 2001

large saving potential by replacing old appliances

8%

Decided CO2 emissions savings

by EU at the Kyoto Conference

20-25%

Total CO2 emissions

caused by electricity

used in white goods

If the old white goods were

changed into new energy

efficient products the savings

would represent 20 to 25%

4%

Large saving potential by replacing old appliances

Total CO2 emissions

in Europe

cold appliances
Cold appliances
  • LabelingCouncil Directive 92/75 EEC of 22 September 1992 on the indication by labelling & standard product information on the consumption of energy & other resources by Household Appliances
  • Energy Efficiency (Sept. 1997)Directive 96/57/EC of the European Parliament and of the Council of 3 September 1996 on energy efficiency requirements for household electric refrigerators, freezers and combinations thereof
  • Unilateral Industrial Commitments (2002)CECED voluntary commitment on reducing energy consumption of household refrigerators, freezers and their combinations
  • Unilateral Industrial Commitments (2002)Code of Conduct for using A+ / A++ declaration
  • Labeling (2003)Directive 2003/66 EC to divide the existing energy efficiency class A into three new categories A, A+ and A++
cold appliances energy class development

E

D

C

B

A

A+

A++

Cold appliances energy class development

60

EEI

A

50

40

Market Penetration [%]

30

B

20

C

10

A+

D

0

1992

1994

1996

1998

2000

2002

2004

2006

Year

electrolux fleet average 1998 2004
Electrolux fleet average 1998 - 2004

Reference year 1998 = 100%

110

1998

100

1999

90

2000

2001

80

2002

70

2003

60

2004

50

Dishwasher

Laundry

Refrigerator

Freezer

Ref/freez.

Chest freez.

3.7%/year

3.8%/year

4.2%/year

4.3%/year

4.9%/year

1.7%/year

life cycle cost optimisation

Average refrigerator performance 1992

1

Lowest Lifecycle Cost product

2

ERB 3105, Energy+ program (EEI = 32%)

3

Product

Development

1

3

Consumer benefits

Lowest Life Cycle Cost - LLCC

2

A+

A

B

C

D

E

F

Life cycle cost optimisation

Life Cycle Cost - LCC

A++

25

50

75

100

Energy Efficiency Index - EEI [%]

the energy 2000 2004
The Energy+ (2000 - 2004)
  • A promotion program by the European Commission
  • and 13 national energy and environmental agencies.
  • Helping retailers and consumers to identify most efficient products- at least 25% better that energy class A
  • Promoting the development of ultra efficient appliances- competition to develop most efficient products
  • About 40% of the 866 products were produced by Electrolux
  • Electrolux winning four of the five Energy+ awards
market mechanisms
Market mechanisms
  • Information campaigns
  • Labeling
  • Reduced VAT on energy efficient products
  • Green procurement
  • Rebate schemes for energy efficient products
  • White certificates
  • Tax incentives for producers
energy class distribution by country
Energy class distribution- by country

Cold appliances Q1 – Q2 2005

100%

A+

>A+

8%

80%

A

60%

40%

>A

66%

20%

B

C

0%

EU(9)

AT

BE

DE

ES

FR

NL

GB

IT

PT

DM

FI

SWE

the untapped potential outdated appliances
The untapped potential- outdated appliances

Large household appliances

Total634 m units

Products older than 10 years

Refrigerators 265 m units

Washing machines163 m units

Annual market

58 m units

188 m

88 m

40 m

environmental saving potential with best available product

D = -63%

Environmental saving potential with best available product

Comparison between refrigerator/freezer over 15 years

10 year old product, 582 kWh/year

5,000

ERB 3105, 194 kWh/year

4,000

3,000

GWP [kg CO2-eq.]

2,000

1,000

Electrolux ERB 3105

0

Energy winner

Production

Use

End of Life

Total

cold appliances scenario eu 15
Cold appliances scenario EU(15)

15 years life time

120

100

~ 22 TWh

80

~ 6 TWh

Energy Consumption [TWh/year]

60

Zero Progress

40

Realistic Scenario

20

Ambitious Scenario

0

1970

1980

1990

2000

2010

2020

MEEuP Report, Van Holsteijn en Kemna 2005

environmental break even ced fridge freezers
Environmental break-evenCED fridge-freezers

CED - Cumulative Energy Demand

90,000

1980

80,000

1985

1990

70,000

1995

60,000

2000

2005

50,000

CED [MJ]

40,000

30,000

20,000

10,000

0

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

”Environmental and economicevaluation of the acceleratedreplacement of domesticappliances”, June 2005

economic break even points cumulated cost fridge freezers
Economic break-even pointsCumulated cost fridge-freezers

1,800

1980

1,600

1985

1990

1,400

1995

1,200

2000

2005

Cost [Euro]

1,000

800

600

400

200

0

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

”Environmental and economicevaluation of the acceleratedreplacement of domesticappliances”, June 2005

electrolux sales of green range products
Electrolux sales of green range products

Electrolux Green Range 2000-2004

25%

2000

2001

20%

2002

2003

15%

2004

10%

5%

0%

Quantity

Gross Profit

Note! The Green Range is defined to include 10-20% of the Electrolux products with the best environmental performance. It is revised annually.

to conclude
To conclude
  • The European household appliance industry has been successful with market transformation programs, i.e. the CECED Unilateral Industrial Programs (UIC)
  • UICs have had the objective to achieve a productions weighted average of the Lowest Life Cycle Cost (LLCC)
  • Necessary to involve all actors to promote energy efficient products
  • Incentives are necessary to promote products higher efficiency than LLCC
  • The largest environmental savings would be accomplished by replacing old, inefficient products with new, efficient products
for more information
For more information ….

www.electrolux.com/environment