GE A NEW CLASS Brochure
A NEW CLASS
Slate. Only from GE.
THE FINISH THAT
STARTED A SENSATION
Not since the introduction of stainless steel, and its meteoric rise in popularity, has the appliance industry seen something like Slate. Introduced in 2012, the GE-exclusive finish has taken off and sparked a new class of appliance options. Based on sales, surveys and
reviews, Slate is a proven winner that fulfills the consumer desire for something different from the standard white, black or stainless. Something with an elegant, modern appearance that’s easy to keep clean.
In just a few months, demand for more models in the Slate finish came pouring in. GE responded with a line extension in 2013 and 2014. Today, there is more Slate product available than ever to help you appeal to every style-savvy or budget-conscious consumer walking in the door. Slate has the proven magnetic appeal and now you have the model and package variety. The Slate sensation has just begun!
RAVE
REVIEWS
GE conducted a survey of Slate appliance owners about their purchase decisions and impressions after living with the new finish. The results were overwhelmingly positive.
WHY SWITCH TO SLATE?
Consumers generally intended to buy stainless steel appliances, but switched to Slate based on a number of practical nd aesthetic facto .
Doesn’t show |
32% |
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fingerprints |
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Like the appearance |
28% |
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Like the color/ |
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20% |
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appearance |
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Easy to clean and |
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16% |
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keep clean |
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Would go with |
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14% |
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existing décor |
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different/uniqueSomething |
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12% |
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Like Slate better |
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7% |
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than other colors |
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Stainless look w/out |
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4% |
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fingerprints & smudges |
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Source: The Stevenson Company; May, 2013
APPEARANCE SATISFACTION
An incredible 97% of consumers who purchased a full Slate suite were extremely or very satisfied with the appearance of Slate and how it looks in their kitchen. An equally impressive 84% of consumers who purchased a few Slate appliances responded the same.
Extremely satisfied 
Very satisfied
Somewhat satisfied 
Not very satisfied
Not at all satisfied
97%
Extremely satisfied 
Very satisfied
Somewhat satisfied 
Not very satisfied
Not at all satisfied
84%
Source: The Stevenson
Company; May, 2013
2% |
1% |
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36%
61%
CONSUMERS WHO
PURCHASED
FULL SUITE
3% |
2% |
11% |
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26%
58%
CONSUMERS WHO
DID NOT PURCHASE
FULL SUITE
WHY SATISFIED?
Many consumers agreed that their Slate appliance blends
with their kitchen and like the gener look and color.
Matches with kitchen décor |
37% |
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Like the look |
22% |
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Like the color |
18% |
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Doesn’t show fingerprints |
18% |
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Easy to clean |
13% |
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Like the Slate finish |
11% |
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Always looks clean |
7% |
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Looks unique/different |
7% |
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Source: The Stevenson Company; May, 2013 |
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MORE PURCHASED UP FRONT
In stark contrast to industry standards, Slate owners purchased
more products at once.
65% |
30% |
Purchased |
Purchased |
multiple products |
entire suite |
V.S. |
V.S. |
17% |
<2% |
Industry average |
Industry average |
COMING BACK FOR MORE
With so much consumer satisfaction regarding Slate, it’s
not surprising that a majority of those surveyed intended
to buy more in the future.
INTENT TO BUY MORE SLATE
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7% |
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Yes |
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No |
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Not Sure |
22% |
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72% |
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CONSUMERS WHO
BOUGHT ONE
SLATE APPLIANCE
72%
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7% |
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Yes |
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No |
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Not Sure |
28% |
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66% |
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CONSUMERS WHO
BOUGHT 2+
SLATE APPLIANCES
66%
TOP 10
CONSUMER TALKING POINTS
1 Naturally hides fingerprints, smudges and dirt
2 Easy to keep clean—no special cleaners needed!
3 Inspired by the rich texture of stone
4 Darker matte finish reflects modern trends
5 Warm, inviting alternative to stainless steel
6 Unlike anything on the market today
7 Blends in beautifully with other appliance colors
8 Unique and stands out in a full suite
9Complements contemporary wall colors, countertop materials and cabinetry finishes
10 Bold, brushed metallic touch points
Source: The Stevenson Company; May, 2013
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