Inside LG’s strategy to stand out in the home appliance market
The global home appliances market is intensely competitive, shaped by rapid innovation and the rise of aggressive value-driven brands. As product features converge and price pressure increases, true differentiation has become harder to sustain. In this environment, success depends not only on technology but on brand credibility, long-term strategy, and a deep understanding of customer needs.
During a recent press conference at LG’s InnoFest Middle East & Africa 2026, LG executives shared how the company continues to set itself apart in an increasingly crowded market.
Built around the global, but tuned to the local
According to Dongwon Lee, Head of Sales and Marketing for the Middle East and Africa at LG Electronics Home Appliances Solutions, LG has identified several major consumer shifts shaping today’s appliance market: energy efficiency, eco-friendly materials, larger capacity appliances for growing households, and an increasing focus on health and hygiene. These trends are consistent globally, but LG adapts them to local conditions.
For instance, in regions with harsh climates or unstable power infrastructure, LG has introduced practical innovations, including steam-based hygiene features, air quality solutions, direct cooling technology, and wide-voltage support, ensuring reliability even in challenging environments.
Dongwon Lee, Head of Sales and Marketing for the Middle East and Africa at LG Electronics Home Appliances Solutions
“Energy saving and eco-friendly technology are no longer optional; they are the foundation,” said Lee, explaining that LG’s product strategy is built around long-term customer trends rather than short-term market reactions. “At the same time, we continue to strengthen premium leadership while expanding entry-level products that reflect local needs and conditions.”
The strategy is to simultaneously lead in premium segments while scaling volume through accessible, locally relevant products.
Focusing on the premium
Despite competing in a market where price pressure is increasing, LG continues to dominate across multiple categories. This includes washing machines, refrigerators, and premium appliances, particularly in the medium- to high-end segments.
In these segments, the strategy is not to compete on price. Rather, it’s focusing on value creation through performance, durability, and brand trust. The result, according to Phil Jung, LG’s regional CEO for MEA, is a strong market share even at higher price points.
Phil Jung, LG’s regional CEO for MEA
“Our products are not the cheapest in the market, but they are selling, and we maintain a dominant position,” said Jung. “We are number one in washing machines, refrigerators, and premium segments, and now we are extending that strength into entry-level and built-in product categories as well.”
LG is also expanding its presence in B2B and large-scale projects, supporting smart city initiatives and national development programs across the region, further reinforcing its ecosystem beyond traditional retail.
Core technology is the true differentiator
While many competitors can replicate surface-level features, Francisco Shin, Regional Head of Marketing, MEA Region, argues that real differentiation lies deeper in proprietary core technologies that are difficult to imitate. LG’s Direct Drive motors, inverter technology, and long-standing engineering expertise form the backbone of its appliance portfolio. AI is used to enhance this foundation rather than replace it; it improves efficiency, performance, and everyday usability.
Francisco Shin, Regional Head of Marketing, MEA Region
“Technology differentiation is becoming harder, especially as competitors catch up,” said Francisco Shin. “That’s why we focus on our core technology, such as direct drive and inverter systems. These are areas where we are the absolute number one. AI strengthens these foundations and supports daily life, but the core technology is what competitors cannot easily follow.”
Beyond products, LG continues to invest heavily in brand credibility, after-sales service, and regional support networks. This commitment has translated into sustained growth for the company’s home appliance business.
