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GE GFWN1100LWW Frontload Washing Machine (Electronics Only) Teardown

30 November 2012
The following is an overview of a teardown analysis conducted by IHS Technology Teardown Services.

IHS Insight Perspective

The GE GFWN1100LWW washing machine is a front-loading, 3.5 cu ft capacity washer with electronic controls. It is manufactured in China by Wuxi Little Swan, of which GE owns approx. 30% share.

GE GFWN1100LWW Frontload Washing Machine (Electronics Only) - Device View 1GE GFWN1100LWW Frontload Washing Machine (Electronics Only) - Device View 1

Please note that this teardown report is an analysis of the electronics only - no data is included on the mechanicals (enclosure, drum, etc.), water delivery, or the motor.

GE GFWN1100LWW Frontload Washing Machine (Electronics Only) - Motor Control PCB BottomGE GFWN1100LWW Frontload Washing Machine (Electronics Only) - Motor Control PCB Bottom

Feature Significance

At 3.5 cu ft, this unit falls in the upper-mid range of typical front-load capacity, which ranges from 2 cu ft to around 4.5 cu ft. Additionally, with its basic electronic controls, this unit does not offer the full programmability of higher-end units, but offers more automated control than a basic timer-equipped low-end model.

GE GFWN1100LWW Frontload Washing Machine (Electronics Only) - Motor Control PCB TopGE GFWN1100LWW Frontload Washing Machine (Electronics Only) - Motor Control PCB Top
Target Market

Home Consumer

This washer is intended for home use in the U.S. market.

Released

Early 2010

Based on all available data such as agency approval and certification dates and earliest documentation publishing dates, this model appears to have been first introduced to the market in late Q1 or early Q2 of 2010.

Pricing and Availability

$749 USD MSRP

Typical discounts through various resellers in the range of 5% to 15% off of the full list price result in a consumer cost of approx. $650-$700. Because this particular model is intended for the U.S. market, availability is primarily through domestic retailers such as Home Depot and Sears, as well as several large web-based vendors.

Volume Estimations

1,000,000 Total Units
5 Total Years

For the purposes of this teardown analysis, we have assumed an Annual Production Volume of 200,000 units and a Product Lifetime Volume of 5 year(s). Based on data provided by IMS Research indicating GE's overall market share and product mix, it is estimated that approx. 400k units of this model have shipped since it's early 2010 introduction. Assuming then an annual volume of 200k units and an average MHA (major home appliance) production life span of 5 years, we arrive at approx. 1M units total.

Teardown volume and production assumptions are primarily used for our cost analysis in terms of amortized NRE and tooling costs, especially for custom components specific to the model being analyzed (mechanical components especially). Unless assumed volumes are different by an order of magnitude, minor changes in volume (say 1 million vs. 2) rarely have a large net effect on our final analysis because of this.

We have also considered cross-platform use of these electronic sub-assemblies, assuming that their application extends beyond just this unit and includes several other models within the overall product line. Thus, while we have stated our overall production volumes above, the actual figures used for the purposes of high-volume component cost calculations are higher.

GE GFWN1100LWW Frontload Washing Machine (Electronics Only) - Motor Control PCB BottomGE GFWN1100LWW Frontload Washing Machine (Electronics Only) - Motor Control PCB Bottom

Market Performance

Current estimates from IMS Research indicate that GE has a relatively small share of the global washing machine market, certainly compared to many European and Asian companies such as Haier, Bosch or LG - the latest estimate for 2010 is approx. 2.3%. However, GE commands a much more sizeable share of the U.S. market fior which this unit is intended.

At 3.5 cu ft capacity, with its modest feature set and mid-range price point, this unit appears to be aimed squarely at the mid-level consumer.

Cost Notes

Following is a listing of the 10 highest cost components found in the assembly, which represent approx. 65% of the total bill of materials.

Total BOM: $36.13
Top Cost Drivers below: $23.44
% of Total BOM 65%

Main Cost Drivers below

$5.25 - International Rectifier IRAMS10UP60B-2 Hybrid IC Module - IGBT Driver, 600V, 10A- (Qty: 1)
$0.78 - HT Circuits 1-Layer CEM3- (Qty: 1)
$2.98 - Century Printed Circuits - (Qty: 1)
$2.89 - Renesas HD64F3687GHV MCU - 16-bit, 4kB Flash ROM, 56kB RAM, 20MHz, w/ 8 Channel 10-bit ADC, 45 User I/Os- (Qty: 1)
$2.82 - TE Connectivity OJ-SS-112HM Relay - SPST-NO, 30VDC, 10A- (Qty: 7)
$2.12 - Chemi-Con ESMQ201VSN102MQ35S Electrolytic - 200V, 1000uF, 85C, 20%- (Qty: 2)
$1.53 - Freescale Semiconductor MC56F8013MFAE Digital Signal Controller - 16-Bit, 32MHz, 16KB Program Flash, 4KB Unified Data / Program RAM, Two 3-Channel 12-Bit ADCs, 26 I/O's- (Qty: 1)
$1.51 - Wire Harness - 6 20AWG Discrete Insulated Wires, w/ 1 5-Position Locking Power Blade Recepticle, 1 Quick Disconnect Recepticle, Intergral Ferrite Bead, Woven Nylon Sheath, and 1 Nylon Zip Tie- (Qty: 1)
$1.39 - Heatsink - Extruded / Machined Aluminum- (Qty: 1)
$1.14 - TE Connectivity OZ-SS-112LF Relay - SPDT, 240VAC, 16A- (Qty: 1)


Not Included in Analysis

The total materials and manufacturing costs reported in this analysis reflect ONLY the direct materials cost (from component vendors and assorted EMS providers), AND manufacturing with basic test. Not included in this analysis are costs above and beyond the material manufacture of the core device itself - cost of intellectual property, royalties and licensing fees (those not already included into the per component price), software, software loading and test, shipping, logistics marketing and other channel costs including not only EMS provider and the OEM's margin, but that of other resellers. Our cost analysis is meant to focus on those costs incurred in the manufacture of the core device and exceptionally in some circumstances the packaging and literature as well.

We do provide an Excel tab "Overall Costs" where a user can enter their known pre and post production costs to biuld a per unit cost reflective of thiers actual expenditures.

Country of Origin

For the purposes of this analysis, we are assuming the following country(ies) of origin for each level of assembly, based on a combination of "Made In" markings, and/or assumptions based on our knowledge of such equipment. This is also based on the fact that both the OEM (Wuxi Little Swan) and the motor controller source (Nidec) have manufacturing operations based in China.

MCU & Interface PCB Assembly - China
Motor Control PCB - China

Country of origin assumptions relate directly to the associated cost of manufacturing, where calculated by iSuppli. In the cases of "finished" sub-assemblies (such as China), we do not calculate internal manufacturing costs, but rather assess the market price of the finished product in which case country of origin assumptions may or may not have a direct effect on pricing.

Labor rates are applied directly only to hand inserted components and systems in our bill of materials, and although regional assumptions do, these new rates do not have a direct effect on our modeled calculations of placement costs for automated SMD assembly lines. "Auto" inserted components (such as SMT components) placement costs are calculated by an iSuppli algorithm which allocates a cost per component based on the size and pincount of the device. This calculation is affected by country or region of origin as well.



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