Since the early 2000s, many consumers have begun to complain about a decline in the quality of washing machines. Home appliances, once renowned for their reliability, began to break down after just a few years of use. Let’s examine why this happened and how manufacturers’ approach to their products has changed.
The formation of the washing machine market (1930s–1950s)
At the beginning of the 20th century, only a small fraction of households owned washing machines. During World War II, production was halted as factories shifted their focus to military needs. When production resumed in the 1950s, companies faced competition in the market. Reliability and brand reputation were crucial, as buying a washing machine was a significant investment. The opinions of others strongly influenced consumer decisions, making quality a key advantage for any manufacturer.
The washing machine market (1950–1990)
In the early years of this period, washing machines were considered a luxury item. Fully automatic washing machines were invented in the mid-1950s. Since the market was not yet saturated, this period saw the replacement of old washing machines with automatic ones.
Manufacturers competed primarily on quality, offering increasingly reliable appliances with new technologies. By the late 1980s, the market was saturated, creating a sales problem.
Consumer demand for washing machines (1990–2010)
The collapse of the Soviet Union and the opening of Asian markets, combined with an improved financial situation in South America, created huge new markets. Between 1990 and 2010, global demand grew by approximately 100 million units. Manufacturers responded by increasing washing machine production and building new production lines. Quality was a priority, and home appliances were built to last, often for 10 to 20 years.
Washing machines from 2010 to the present
By 2010, market saturation had led to a decline in demand and reduced profitability. Previously, machines were designed with repairability in mind, but companies needed new sources of revenue. The sale of spare parts and after-sales service became an important part of revenue, but this created a conflict: highly reliable machines rarely required repairs, which limited this additional income.
As a result, manufacturers shortened the service life of machines. Service life decreased from 10–15 years in the 1990s to 7–10 years by 2010. Production costs were reduced, and components were designed with limited durability. Drums became non-serviceable, bearings were hermetically sealed inside, and the number of small replaceable parts was minimized, making repairs costly—often amounting to 30–70% of the cost of a new machine. Machines were designed to last for the duration of the warranty period, after which replacement became more practical than repair. This is certainly bad from the user’s perspective and also very harmful to the environment, as new devices are constantly being produced while old ones end up in landfills.
Problems facing washing machine manufacturers
Premium brands had built their reputations over decades, but when the quality of washing machines declined, many consumers opted for cheaper models rather than a brand name. One or two repairs were often the limit; after that, they abandoned the brand, spreading dissatisfaction and damaging its established reputation.
Many companies, succumbing to trends, adopted this strategy: short-term profits, long-term losses. Although this temporarily increased revenue, over time it eroded trust in the brand. Managers often left their positions after achieving short-term results, leaving behind long-term reputational damage that became apparent 5–10 years later.
As a result, this line of business became unprofitable, and small companies sold their brands. For example, General Electric sold its home appliance division, including brand rights, to Haier in 2016.
In general, there is now a trend toward planned obsolescence in home appliances, which is designed to encourage users to buy a new washing machine rather than repair their old one.
