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In creating the new Echelon™ line, Coleman resolved to deliver a full line of compelling, attractive, and technically advanced products that would satisfy the needs of the growing residential replacement market. The goal was not to make minor changes to existing products, but to design from the ground up and provide a revolutionary new product platform.
We embarked on an intensive design program to create a comprehensive, differentiated product line that gives dealers a complete solution — to meet every need.
We enlisted the services of Fitch: Worldwide, a leading branding and design firm. We shared our design goals with Fitch, including powerful brand and market differentiation, consumer appeal, and dealer preference.
We listened to consumers, dealers, and distributors to gain an in-depth understanding of what each group wants and expects in heating and cooling products. Customer research affected all aspects of creating the final designs, from exterior shape and color to fins, grills, sound attenuation, rated capacities, refrigerant choice, refrigerant connections, and fan technology. With a design in hand that successfully addressed the market research findings and met with approval from focus groups, field-testing began in July of 2003.
We invested nearly $20 million in new tooling, created 12 assembly lines to accommodate the new line — which includes R-410A systems — constructed a new sound lab, and designed the manufacturing facility with the capacity to meet future demand.
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