One of the most important domestic appliance producers in the world, Whirlpool, has returned to Turkey with Indesit. The Assistant CEO of Whirpool, Marc Bitzer, announced that new investments will be made in Turkey and said that Turkey was a key country in a region with a population over 200 million. The American brand purchased the Italian domestic appliance producer Indesit last year. Whirlpool is now planning to reach the Middle Eastern and Central Asian markets via Turkey. The Assistant CEO and Executive Council Member of Whirpool, Bitzer, said that the company has positioned Turkey as a strategic market. After a press conference about Europe, the Middle East and Africa, held in Barcelona with the attendance of 50 journalists from 15 countries from around the world, Bitzer answered questions. Touching on the importance of Turkey, Bitzer also said that the operations to be held in Turkey were one of the reasons behind the purchase of Indesit. He also pointed out that Whirlpool has been active in Turkey in the past, although it was not successful due to the strong local domestic appliance market and lack of local production facilities. "Indesit has a refrigerator manufacturing plant in Manisa. Last year, they also opened the department for washing machines. We want to increase the production capacity of this factory," said Bitzer. Bitzer also said that they discussed with Vestel a possible acquisition back in 2008, but they are not willing to purchase a new brand in Turkey yet. "Our main aim is to increase our shop network. Turkey still has the conventional franchise system and we want to use it for our own benefit," added Bitzer.
