Consumers may be pressed by rising mortgage defaults and food and fuel prices, but they are still replacing their washing machines when they break down, according to LG Electronics.

The electronics leader said on Tuesday it captured the top U.S. market share position in front-loading washing machines during the second quarter, based on dollar values. The data is from a report by the Stevenson Company, a market research firm.

Front-load washers, which (surprise!) open from the front, typically use less water and energy than the more traditional top-loading machines.

John Herrington, president of digital appliances for LG’s U.S. arm, said in an interview that while the new-home appliance segment was pressured by falling sales, the replacement market is alive and strong.

“Appliances fail, and that is the majority of appliance sales in the U.S.,” Herrington said. “We are primarily positioned to serve the replacement market.”

When consumers buy new appliances, they are showing a willingness to  pay more for new features, he added.

For instance, sales of a $1,500 LG washing machine, equipped with a steam generator have been strong, Herrington said.  LG makes front-load washers in colors such as midnight blue, wild cherry, as well as the mainstay white (pictured).
    
Here are other snippets from the interview:

Q. Have you had to offer promotions or other discounts to sell goods lately?
A: The product is out at the retailers and they are promoting and driving their businesses as they see fit. But no, we are not overly promotional in our efforts in the laundry category right now.

Q: Is LG working on a high-efficiency top-loading washing machine?
A: Yes, we’re studying all high-efficiency ideas.