Electrolux is a global home appliance manufacturer who designs and develops products that are specifically created for particular regions or countries. They're taking the lead in connecting with their customers in a very special way.

For example, in Australia, they have just launched a luxury barbecue designed by fourth generation architect, Jeppe Utzon. His grandfather Jorn Utzon designed the legendary Sydney Opera House. To Electrolux, Utzon's design antecedants were impeccable for the Australian market, plus he was as Scandinavian as the company. Though Jeppe had never designed a product before or even barbecued (Copenhagen is rarely warm enough for outdoor cooking), Electrolux's Asia Pacific design head, Lars Erikson said in today's Australian Age,

"He was here and we had a vision and we talked about taking an Aussie product and injecting it with good Scandinavian design," Erikson says. "As a Scandinavian company, we don't want our products to look Asian or American, we want them to look Scandinavian."

Yet the 'barbie' is an integral part of Aussie culture and the final design, a sleek minimalist piece caused a design sensation. It's marketed as the first 'design inspired' BBQ, retailing at $8900. Here is a PDF of their design vision written by Lars Erikson.

Similarly, for India, Electrolux designed and developed an unusual washing machine, the 'Washy Talky' which instructs the user in three languages - English, Hindi or Tamil. Their rationale for this product demonstrates a deep understanding of how domestic chores are traditionally done in India, and by whom. From their site,

"In the past, middle-class families would have servants to do their laundry for them," explains Marija Borenius, corporate press officer for Electrolux. "Now they are doing it themselves, but they still feel anxious about it, since they don't have a lot of experience with how domestic appliances work."

Washy Talky ends that anxiety by guiding users through the washing process step by step with phrases like, "Add the detergent, close the lid and relax." If the user accidentally leaves the lid open, she will say, "Please close the lid."

Nidhi Malik, assistant manager marketing for Electrolux Kelvinator India, admits that one could always just refer to an owner's manual, but points out that women often prefer not to have to read manuals. "Also, in affluent homes where a maid is washing the clothes," she notes, "a machine that can guide her is a real blessing. Servants relate to Washy Talky as if it were an intelligent maid."

Electolux also runs an international student design competition, the Electrolux Design Lab. Last year's winner, a Singaporean student team developed an ionic clothing cleaning system.

Their combined activities seem like an example of using design to connect with their local markets around the world in relevant ways without losing their core brand identity and vision.