Defy Drives Economic Growth Through New Production Centres

Defy Drives Economic Growth Through New Production Centres:

In a move to stimulate the South African economy, create employment and spearhead its technological advancements in-country, DEFY, a subsidiary of Arcelik Global, has invested >R1bn in upgrading three local production centres to serve as their strategic manufacturing hub.

Fundamental to this endeavour is an investment of R130 million at the Jacobs factory located in Durban to produce 6kg, 7.5kg and 10kg Top Loader washing machines. Through the revival of this factory, a total of 75 new job opportunities will be created to manufacture an estimated 500 top loaders per shift. This manufacturing development also serves as a much-needed boost to the local community of Jacobs by undertaking a localisation programme as part of their new investment. By 2020, DEFY is looking to expand their output to include new cooking products such as 60cm Built-In Ovens and a new Free Standing Stove, an investment opportunity totalled at R25mil collectively.

According to Mr Evren Albas, the CEO at DEFY South Africa, economic growth in South Africa is a top priority for the company. “DEFY believes that their regional expansion and increased exports will create a positive impact on job creation. It is our intention to open authorised service centres all over the country. The first model is already operational at Springfield in Durban since December 2018, and DEFY is working on a strategy to roll out this model to all critical cities in South Africa.”

This sentiment is reiterated by Mr Oguzhan Ozturk, the Chief Technology Officer at Arcelik A.S, who says, “As we expand our presence across Africa, DEFY remains committed to economic development.”

Further to this, Arcelik is also extending its global Research and Development network by creating partnerships with key universities and has recently signed an agreement with WITS University to start a collaboration for joint venture engineering studies, focussing on developing new technologies for some of its products. This new satellite laboratory will be located in Midrand, Johannesburg.

According to Dr Rob Davies, the Minister of Trade and Industry, this investment further signifies that South Africa remains an attractive investment destination across all sectors, particularly advanced manufacturing. “DEFY is now a significant employer in Jacobs, and the skills developed by academics through its Midrand Research and Development lab makes DEFY a significant competitor and partner.”

CLICK HERE to submit your press release to

Click HERE to submit your Durban / Kwazulu-Natal Press Release.

Why don’t you stay here on your next visit to Durban?

An Upper Room

Click HERE for An Upper Room Durban Accommodation rates and booking info. An Upper Room Bed and Breakfast is situated on the Durban’s ridge, with a spectacular view over the harbour, set away from the main roads in tranquil surroundings and frequented by many species of birds. We are situated at the top of Pigeon Valley which teems with numerous species of wild life. An Upper Room offers peace and tranquility for the business executive or holidaymaker. Children of all ages are welcome, and those who are five-years old and under stay for free. Accommodation is offered in four twin en-suite rooms, all with DStv. Our well-appointed rooms are fully air-conditioned and feature a safe and a heater, with a hairdryer available on request. We serve a full or continental breakfast to our guests depending on their choice and any special dietary requirements are met by prior arrangement. We also offer wireless Internet access and a laundry service for guests' convenience. A … [Book here...]

Click here to showcase your Durban accommodation for free.