• by Karl Greenberg , October 6, 2009

One doesn't typically associate dishwashers with Thermador, a premium major-appliance maker that, as its name suggests, is better known for stoves and cooking surfaces. But the company was at its showroom/ demonstration space in waterfront Brooklyn, N.Y. on Tuesday to show off its new Sapphire dishwasher and Pro Harmony ranges and range tops.

On hand was 2009 James Beard Foundation rising star chef Nate Appleman to demonstrate various high-performance features of the stoves. Also on hand was Zack Elkin, director of Thermador's builders, contractors and designers group, who also oversees sibling luxury brand Gaggenau.

He told Marketing Daily that the company has weathered the economic storm during the past year partly because of market traction from its "One, Two Free" program that offered a Thermador dishwasher or ventilation hood with the purchase of two other Thermador appliances.

"That program has been phenomenally successful because even the wealthy are looking for great value now," he says. The Thermador buyer is a "culinary enthusiast who appreciates the heritage and performance of the brand. That is the market we have refocused on in the last 12 months," he says, adding that the company's strategy has included a pitch to designers, architects and builders.

The company has brought members of the design and building trades to its training facility in Scottsdale, Ariz. -- a program it may expand to other markets -- and also released a new design guide.

He says the company, which is reviewing its ad account, will launch a marketing campaign next year that focuses both on the company's heritage and innovation. "Performance is key, but we will talk a lot about heritage."

Elkin says he expects 2010 to be challenging for the premium major-appliance business, because affluent consumers will continue to be very judicious in terms of looking for value. But he adds that the winners will be premium brands, rather than more upmarket luxury brands, because the economy is driving luxury consumers to trade down to premium brands. "That's universal," he says.