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New colour for Karcher products makes differentiation easier
Cleaning equipment manufacturer Kärcher has announced a comprehensive change to the colour of its Professional products. Starting this month, all Kärcher professional products will change from their traditional yellow colour to their new colour of anthracite. The colour change creates a clear differentiation between consumer-use products (yellow) and commercial-use products (anthracite), and is part of a strategic realignment of the entire company to focus on the customer.
"Our focus," said Hartmut Jenner, Chairman of the Karcher Management Board, "is on ensuring that our customers' needs are totally satisfied. The new colour is an important step in that direction in that it makes it much easier for them to choose the category of equipment they require. Their expectations of our brand are the starting point and destination of how we think and act."
"We took the first step in 2010 when we converted the product line for commercial contract cleaning to the new colour. Market research findings and the positive sales trend in this segment confirm that the change of colour was the right decision and one that our customers want," said Markus Asch, Deputy Chairman of the Karcher Management Board, who is in charge of the Professional Products division.
The visual distinction between the professional range and consumer products that retain the well-known Karcher yellow mainly benefits Karcher dealers by making it easier for them to help customers arrive at a decision. A further advantage of anthracite as a colour is that it fits inconspicuously into its surroundings. It is also a colour that is more resistant to dirt, reducing the effort and expense required to keep machines clean, while colour coding makes Karcher's professional products easier to operate and maintain. Controls that are required for the cleaning process are yellow and those that relate to maintenance and servicing are light grey.
17th January 2013