LG TRANSFORM HOME LIVING WITH GROUNDBREAKING SUBSCRIPTION MODEL IN MALAYSIA!

LG Electronics Malaysia unveiled a significant strategic shift in how Malaysians access premium home technology, announcing the rebranding of its "LG Rent-Up" service to "LG Subscribe." 

This pivotal move positions Malaysia as the inaugural subsidiary to fully implement a comprehensive home appliance subscription business model, marking a customer-first approach designed to redefine access to innovative technology without the traditional financial burden of ownership.

The momentous announcement was made at an exclusive event graced by Lee Zii Jia, the esteemed Paris 2024 Olympics Badminton Men's Singles Bronze Medallist and a distinguished LG Brand Ambassador.

This rebranding effort signifies LG's deliberate evolution from conventional ownership paradigms to a forward-thinking subscription model, a move deeply rooted in the company's overarching "Life's Good" philosophy of making cutting-edge technology more broadly accessible to all Malaysians.

The decision was notably influenced by invaluable customer feedback, which consistently highlighted widespread confusion regarding the term "rent," with many consumers uncertain whether it implied merely temporary usage or a clear pathway to eventual ownership.

According to Managing Director of LG Electronics Malaysia, Justin Choi, this valuable customer insight prompted LG Malaysia to follow the successful lead of Korea – and align with other subsidiaries including Thailand, India, and Singapore - by adopting the clearer, more intuitive name: LG Subscribe.  

"In line with our global Future Vision 2030, our ambition is to transform LG into a Smart Life Solution Company, one that profoundly connects and enhances customer experiences across every conceivable living space – spanning from private homes and commercial environments to dynamic mobility solutions and expansive virtual platforms. We are resolutely moving beyond being solely a consumer electronics provider to deliver intelligent, integrated solutions that genuinely improve everyday life,” said Justin.

He further added, “Today undeniably marks a pivotal moment in our ongoing journey to fundamentally redefine how Malaysians interact with and experience premium technology. Through LG Subscribe, we are emphatically reinforcing our unwavering commitment to providing flexible, highly accessible solutions that are meticulously tailored to modern lifestyles, effectively dismantling the financial barriers that might otherwise prevent individuals from enjoying cutting-edge appliances.”

LG Subscribe offers a robust lineup of 10 premium products, including popular innovations such as LG PuriCare™ water purification systems, LG CordZero vacuum technology, LG ArtCool air conditioning, and LG WashTower laundry solutions. 

Subscribers benefit from professional maintenance services for a period of 5 to 7 years and seamless integration with LG’s ThinQ smart technology, all with flexible payment options designed to fit diverse budgets. 

The service has gained remarkable traction since its introduction, particularly among young families seeking premium appliances without significant upfront investments, reflecting LG Malaysia’s commitment to understanding and addressing the evolving needs of Malaysian consumer.

Lee Zii Jia, at the event, expressed his appreciation for the new model, stating, “As someone who values both performance and flexibility in my life, I appreciate how LG Subscribe makes premium products accessible to more Malaysians. This innovative approach to home appliances mirrors the same forward-thinking mindset that athletes like myself strive for – always evolving and adapting to meet new challenges.”

In conjunction with the rebranding, LG Malaysia also launched its latest innovation in water purification – the LG PuriCare™ ATOM-U Water Purifier. 

This sleek addition to the LG lineup combines minimalist aesthetics with cutting-edge technology in a space-saving undersink design, complementing modern living spaces while delivering pure, clean water. Beyond functionality, the ATOM-U is designed to enhance both health and home aesthetics.

“The combination of our LG Subscribe rebranding and the launch of the ATOM-U Water Purifier demonstrates our holistic approach to innovation – reimagining both products and how consumers access them. 

"This philosophy will continue to guide LG as we develop solutions that make life better for Malaysians, and we’re excited about the innovations we’ll bring to market in the coming years,” Justin Choi concluded.

For more information on LG Malaysia, do visit LG’s official website at https://www.lg.com/my or follow LG’s official Facebook page at https://www.facebook.com/LGMalaysia.

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