GE Appliances Introduces the First Laundry Machine With Spanish Labels to the U.S. Market

Emily Fazio
·2 min read

A new-to-market GE washing machine is the first of its kind in U.S. stores. Despite predictions that 70% of net new homeowners will be Hispanic over the next 20 years, no U.S.-sold products display Spanish control panels or include customized features to suit the lifestyle needs of many Hispanic consumers.

"We are thrilled to introduce this industry's first Spanish-language product to Hispanic customers in the U.S., as it represents our longstanding commitment to offering innovative solutions that make laundry simpler,” said Michael Mattingly, executive director of product management for clothes care at GE Appliances in its recent press release. GE is also launching a matching laundry dryer with a Spanish-language panel on the same timeline. Both products are set for market launch in April 2024.

New settings designed to appeal to the Hispanic audience in the U.S.<p>GE Appliances</p>
New settings designed to appeal to the Hispanic audience in the U.S.

GE Appliances

While the Spanish-language control panel on the washing machine is a major differentiator, the features don't stop there. The new washer takes into account preferences that are more popular for Hispanic consumers than other audiences. These features include:

  • "Añadir Remojo" (Extra soaking): Adds 20 minutes of soaking to any wash cycle

  • "Más Intenso" (Intense wash): Combines soaking with extra agitation

  • “Eco Frío” (Eco cold wash): Offers users the chance to save 90% on energy costs while simultaneously adjusting wash time and agitation settings

  • “Nivel de Agua” (Water level control): allows users to manually control the amount of water in each load, permitting up to 26 gallons of water for maximum flexibility. Water level is otherwise automated when this setting is not used.

A 4.5 cu. ft. capacity for families of all sizes.<p>GE Appliances</p>
A 4.5 cu. ft. capacity for families of all sizes.

GE Appliances

Mattingly adds, “Laundry is a labor of love in Hispanic households, and we’re creating products that integrate seamlessly into the lives and traditions of all Americans, especially in households where English is a second language.”

Beginning in April 2024, consumers will be able to purchase this 4.5 cu. ft. capacity washing machine, ideal for households of all sizes. It will be priced at MSRP $799. The coordinating dryer with a Spanish display will also be priced at $799.