The household appliances company Samsung Electronics-Algeria intends to build, with its Algerian partner Sinova, a new production unit for air conditioners and other types of appliances in the wilaya of Sétif during the year 2024, to meet the needs of the Algerian market, Mohamed Amine Kalache, marketing manager at the Korean company’s representative office in Algeria, said Thursday in Algiers.
“As part of our development plan extended until the end of 2025, Samsung plans to invest in a new air conditioner production unit and the production of other household appliances, such as dishwashers and microwaves to meet the specific needs of the market,” he announced, during a lively press conference on the joint Samsung-Sinova stand on the occasion of the 31st edition of the Algerian Production Fair, which took place takes place from December 14 to 23 at the Safex Exhibition Center.
Three production units inaugurated in 2023
This investment will allow the factory to increase the number of direct jobs created from 1,000 currently to 4,000 jobs by the end of 2025, said Mr. Kalache, cited by the APS agency, explaining that the new production unit project will allow, also, for the Korean brand to expand its range of products manufactured and marketed in Algeria, after having inaugurated during the current year three production units of televisions (March), washing machines (June) and refrigerators ( at the beginning of December), he also specified, ensuring that the objective set is to achieve an integration rate of 30 to 40% for air conditioners.
Regarding the range of air conditioners, it will be divided into two categories, medium and premium, and covering capacities from 12,000 to 24,000 BTU to meet the varied needs of consumers, he noted, affirming that Algeria is the second country after Egypt to be part of the African countries chosen by Samsung to develop local production factories. Mr. Kalache indicated that “the partnership formed in May 2021 with the Algerian company SINOVA fully meets the criteria and requirements of the Korean brand and is part of the objectives of diversifying the Algerian economy”.
50 new showrooms planned
In this wake, he underlined that the factory located in the activity zone of the city of Sétif on an area of 75,000 m², produces washing machines with an integration rate of up to 40%, while the integration rate of refrigerators varies between 60 to 70% and that of televisions is 15 to 20%, with product guarantee offers of up to 20 years, particularly for refrigerators.
Displaying ambitious objectives for the year 2024 in terms of market share to be conquered, Samsung Algeria intends, moreover, to develop its direct sales network, by planning the opening, according to the marketing manager, of 50 new showrooms dedicated exclusively to products of the brand by the end of 2025, which will allow, he mentioned, to strengthen the presence of the brand on the Algerian market.
