LG Will Clean Up, With or Without GE

Ever since General Electric (GE) revealed plans to put its appliances business on the block May 16, Korea's LG Electronics has been on most everybody's short list as a potential buyer. While visiting Seoul on May 28, GE Chief Executive Officer Jeffrey Immelt further fueled the speculation by praising the Korean company as a potential buyer of GE Appliances. LG is "clearly one of the leading candidates," he said during his short visit. Calling LG "a great company," Immelt said "there are many things to be admired about a combination of LG and GE Appliances."

Best known as the maker of cheap microwave ovens and toasters a decade ago, LG has emerged as the world's No. 3 manufacturer of white goods after Whirlpool (WHR) and Electrolux (ELUX). It's also a top name in mobile phones (BusinessWeek.com, 4/30/08). It won't get GE Appliances without a fight, of course. Others on Immelt's list are China's Haier Group, Mexico's Controladora Mabe, Turkey's Arcelik and Stockholm-based Electrolux. Even if one of those other companies ultimately wins GE Appliances, LG is poised to challenge Whirlpool for the top spot in the global households business for years to come.

The Korean company has had the world No. 1 title in its sights for a while. Until Whirlpool took over Maytag in 2005, giving the Americans a big boost, LG had plans to seize the leadership in the industry by 2010. The Maytag deal put Whirlpool out of reach, but LG now could come close to realizing that ambition by acquiring the GE unit. LG's global appliances sales last year of $12.6 billion, when combined with GE's $7 billion or so, would roughly match Whirlpool's $19.4 billion and place it well ahead of Electrolux' $15.6 billion. "The GE unit will certainly whet LG's appetite," says Michael Min, electronics and tech specialist at fund manager Tempis Capital Management. "The question is pricing and terms."

GE's Move Will Be a Game-Changer

GE put the appliances business on the block earlier this month in the face of calls to speed up divestitures of slower-growing units. Last week, Immelt told investors that the Fairfield (Conn.)-based company may also bundle more slow-growing businesses into a possible spinoff of the century-old appliances division.

LG acknowledges that GE's divestiture could shake up the industry. "We are closely following the situation as it will have a significant impact on the global appliances industry," LG Chief Executive Officer Nam Yong told reporters on May 27. The next day, when the authorities of the Seoul bourse queried, LG responded that it had not decided whether to bid for the GE unit.

GE's well-established brand name could be appealing to LG, which is campaigning to break into the big leagues in the U.S. While exports account for 77% of the Korean company's overall sales of refrigerators, air conditioners, washing machines and other household appliances, it only began selling those goods under the LG brand in the U.S. in 2003. In contrast, GE's appliances division is the biggest provider of refrigerators, ovens, and dishwashers for newly built U.S. homes.

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