April 26, 2024

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[THE INVESTOR] UK-based electronics maker Dyson on March 7 unveiled its new wireless vacuum cleaner Cyclone V10 to further expand its presence in Korea.

“We are excited to be in Korea today to launch it first in Asia,” said John Churchill, vice president of Floorcare and Robotics at Dyson, during a press conference in Seoul. The new model was launched in New York and Paris the previous day. 

John Churchill, vice president of Floorcare and Robotics at Dyson

Equipped with a new digital motor, Cyclone V10 is much lighter and smaller but offers more powerful suction than its previous model Cyclone V8.

“We have invested 350 million pounds (US$485.97 million) into the design and development of this motor,” he said.

Churchill also said that Korean consumers’ enthusiasm for new technology has helped the company achieve high sales growth here.

“We cannot disclose the exact market share, but Korea and China have contributed the most to our growth of 73 percent in Asia last year,” Leah Hong, a Dyson communications manger said, while highlighting the importance of the Korean market.

The price of the new model ranges from 958,000 won (US$900.50) to 1.09 million won.

Although the company has enjoyed fast growth, it also has been under criticism over lack of customer services here.

The company currently has around 50 customer service centers, which falls behind its rivals. Its biggest rival LG, which recently launched wireless vacuum Code Zero A9 in June last year, has more than 150 service centers in Korea.

The company said that it is well informed about the complaints but could not disclose its plans to address this issue.

By Song Seung-hyun (ssh@heraldorp.com)