LG Electronics Malaysia has strategically rebranded its “LG Rent-Up” program to “LG Subscribe”. This rebranding reflects a shift from a traditional ownership model to a subscription-based service, offering Malaysians flexible access to LG’s premium home appliance technology. The announcement was made at an exclusive event attended by Lee Zii Jia, Paris 2024 Olympics Badminton Men’s Singles Bronze Medallist and LG Brand Ambassador.
The decision to rebrand stemmed from customer feedback, which indicated confusion about whether “rent” implied temporary use or a path to ownership. Aligning with other subsidiaries like Korea, Thailand, India, and Singapore, LG Malaysia adopted the name “LG Subscribe” for clarity and intuitiveness.
“Following our Future Vision 2030 laid out globally, we aim to transform LG into a Smart Life Solution Company by connecting and enhancing customer experiences across all living spaces – from homes and commercial environments to mobility and virtual platforms. We’re moving beyond consumer electronics to deliver intelligent solutions that improve everyday life,” said Mr Justin Choi, Managing Director of LG Electronics Malaysia.
LG Subscribe offers access to a range of 10 premium products, encompassing innovations like LG PuriCare™ water purification systems, LG CordZero vacuum technology, LG ArtCool air conditioning, and LG WashTower laundry solutions. Subscribers benefit from professional maintenance services for 5 to 7 years and seamless integration with LG’s ThinQ smart technology, all with flexible payment options. The service has gained popularity, particularly among young families seeking premium appliances without significant upfront costs.
In conjunction with the rebranding, LG Malaysia also introduced the LG PuriCare™ ATOM-U Water Purifier. This undersink design combines minimalist aesthetics with advanced technology, delivering clean water while saving space.
“The combination of our LG Subscribe rebranding and the launch of the ATOM-U Water Purifier demonstrates our holistic approach to innovation – reimagining both products and how consumers access them. This philosophy will continue to guide LG as we develop solutions that make life better for Malaysians, and we’re excited about the innovations we’ll bring to market in the coming years,”
– Justin Choi, Managing Director, LG Electronics Malaysia
