Bill Miller sales and marketing director for Gorenje UK, agrees with the consumer association, stating: “l still think it is highly confusing for the consumer I believe we should scrap the current scheme and recalibrate. This introduction will do nothing to help the consumer who is already confused, or drive sales for manufacturers and retailers.”
He continues: “Firstly how is the consumer to know what the actual difference is between A+ and A+++? What percentage difference is there between the two? What will it actually save Hnancially for the consumer by trading up to more +s.” However head of marketing at Whirlpool UK, Raj Mistry disagrees commenting: “This is the preferred option and had more impact from the existing base. A plus sign is simply more positive! It is logical for the consumer too; but the question is how does the consumer assess this and will it impact and raise their consciousness to thinking about energy usage?
The other challenge will be how many pluses will go on the label – how far will they go?” Although never part of the official EU enegy label, manufacturers have also used a separate A++ rating on marketing material to differentiate between appliances and it is likely that this will still continue, Viktor Sundberg of Electrolux commented: “Some companies, including Electrolux, used the A++ concept in their marketing while awaiting the update of the official EU energy label, We will still see the A+++ in the marketing from companies, while they are gradually moving over to the A+, A++, A+++ concept for Cold (appliances), washing machines and dishwashers.” He continues: “For tumble driers and ovens the EU has not yet finalised the new energy labels with the A+, A++ and A+++, but it is on its way.
We expect producers will use the A++ concept in marketing while awaiting the update of the official EU energy label for tumble driers and ovens.” To raise awareness of the new rating system, Environment Secretary Caroline Spelman has launched a campaign to help consumers choose the most efficient product. (wwwdefra.govul</news/20ll /04/ l 1/new-energy-labelling/). But BSH slammed the website stating the information on it is incorrect. Marketing director of BSH, Rainer Bannwarth said: “Manufacturers have been using the new labelling system on a voluntary basis since December 2010. From the end of 2011 it will be compulsory for all appliance manufacturers. The use of the A+, A++ and A+++ ratings would seem to be the best way to communicate the improvements in energy efficiency to end consumers. This is our opinion; it is also the finding of several market research reports. At BSH, we support the new labelling system. All appropriate information can be found at www.newenergylabeI.com.”