1981 Kenmores and today's Daily Doctrine (and my longest post of 2012 I think)

First, thanks Robert for this offering. This is neat, Sears didn't have a lot of these brochures to my knowledge, though I have a nice 1984 version, it is half the size of this one. I know these machines don't appeal to everyone, but I think one day they will be vintage enough that some will say "Gee, I wish I'd paid those more attention back in the day".

The 1981 Kenmore line had a lot of interesting factual tidbits about it, and I have quite a bit of personal experience/exposure to it to share.

First, this was the first major appearance revision to the Kenmore washer/dryer line since the 1976 line came out in the fall of 1975. A 1979 catalog Sears says their Kenmore laundry outsells the next highest selling competitor three to one. When you're in a situation like that, marketing takes changes to success very seriously. I recall seeing the new models for the first time and said "These are UGLY, why did they do that!!!" Upon closer study, I was glad they had only changed the print font on the consoles, and not much else. Then their appearance grew on me. I didn't notice FOR YEARS that the water level and temp knobs had been moved outward several inches from the timer. This makes adjusting the water level with the lid open tricky, in fact you need to be a contortionist to do it OR close the lid.

This line also technically debuted the new "energy saver" belt-drives with slightly smaller outer tubs and baskets in the large capacity configuration. I didn't notice this difference until the 1990s when I was comparing two machines that I had for sale. Each energy efficient belt-drive uses at least six fewer gallons of water on the highest water level, with not much of a noticeable reduction in useable capacity.

1981 was the debut for the "Heavy Duty Plus" features advertising campaign, though it was modified quickly in 1982. More on that in a bit.

This 1981 line is not around in plentiful quantity today, in fact, relatively speaking, I don't think it ever was. I haven't noticed but two '81s on Craigslist in the last several years. We had an economic recesssion going on in the early 1980s, and we were deep into it when the line debuted in the early summer of 1981. This limited the number of machines sold. Just two or three years later WP's washer plants were working on overtime to keep up with demand as we came out of the recession and consumers en masse replaced appliances that were otherwise overdue.

Prices on the upper end '81s were extreme. If you look at the models in the doctrine, under the electronic machine as the best mechanical timer model is the 21831 (by the way I love how this brochure refers to models by their stock number. This is how I know these models and I sometimes refer to those in posts and re-read my post later and think you all must think I'm nuts). The 21831 was $549 in several catalogs. That was extraordinary. It is probably one reason why we don't see as many '81s as we might otherwise. The 1980 version, which was the 20821, was $399 to $429!! Prices after 1981 dropped a little in 1982, and hardly rose 1983-1986. I am not sure why the machines were priced this way, but one way to make up for lost profits on slow volume is to raise prices. This could have been done on the manufacturing level (prices to Sears that is) or on the retail level or both.

There are some cool machines in the brochure. I already mentioned the 21831 - this is one of my dream machines. I have never come across one, though I know Dave/VolvoGuy has one. This is a cool machine because future machines similar to it all had triple dispensers, including the 1983 23811 and the 1983-1986 Lady Kenmore. My experience with triple dispenser machines makes me appreciate the models that didn't have it.

The 21741 is also a rare bird. I have had one, which I rebuilt and sold in the 1990s. A follow-on version is the 1983 23801 (Sears changed the machine from a 70-series to an 80) which sold in huge quantity.

Not pictured but mentioned was one of Sears better-sellers, the 21721. My Mom has one of these and has since December 1982. Most of the 1981 line continued into 1983, so they were available for about two years except the few models that were replaced by 1982s. The fact that this 1981 line was around for two years or more and they are still scarce testifies to how bad sales were back then. This was a $429 machine I believe. It was this model that I wanted to duplicate when I went to my own condo in 1986 and bought a 23701 - the most similar to Mom's that I could afford at the time.

A white 21721 was among the first handful of Kenmores that I ever re-built and sold in spring 1991. I had to equip it with a new $80 outer tub, but I sold it for $195 and the buyer loved it - she sent me referral customers more than a few times.

The 21711 and 21701 were clones except the 711 had a pre-wash which was there but dead in the 701. These are fascinating machines in that they are the ONLY Kenmores ever offered with a Dual-Action agitator AND a manual lint filter. I have a mint 21701 that is on my short list of 2012 or early 2013 restorations. These didn't sell well either due to the filter AND their price was only $10 and $20 under the 21721, but the 721 had far more features for the money, especially the porcelain top which the 21701 and 21711 lacked. Because these machines had the ill-liked manual filter, there were two 1982 replacements for these models, the 22701 and 22711, the same machines except self-cleaning filters. When these models were introduced, the Heavy Duty Plus marketing program was updated to include self cleaning filters as a criteria.

By far the BEST value, bar none, of the whole line is the 21601 machine. It was essentially identical to all the rest, and included an agitator mounted softener dispenser, had the awesome and FUN Penta-Vane agitator, and only lacked the out of balance relay (no biggie if you're able to properly load a washer). This model was priced at one point about $80 lower than the 70-series machines. I presume Sears sold some of these for sure. Again, I've never seen one but would love to.

The 21511 is a most bizarre model. That machine has three cycles, three temps, and two speeds - basically what most need if money is tight, but NO WATER LEVEL ADJUSTMENT. Too bizarre. I knew this model existed because it is in WP's model number listing that I have, but I have never seen even a picture. It debuted however the walnut color plastic console, which was used with far greater success in the 1982 22521, which was the same except with three water levels. All I can say to Sears is "Freakin DUH!". The 1982 version was sold for $299 as compared to $400-something for everything else. I have seen bunches of these as a result of what I am sure was a very good seller.

Not shown is the 21201, but it looks exactly like the 11251 opposite in the brochure. A most handsome BOL machine if you ask me, and I've seen a number of these myself, and have a very nice one which I am thrilled to own.'

Interstingly, the 21501 (a 500 series) machine is not mentioned. It has the almond/ivory colored panel, but has the 21511's features, but also a manual lint filter and three water levels. These should have been a decent seller but seemingly were not available for very long - they aren't mentioned at all in this brochure but were in the 1981 Fall and Winter catalog.

Briefly, onto the Regular capacity machines - 1981 is significant here too, as this is the first year that Kenmore had NO 29-inch standard capacity models. I was heartbroken they'd eliminated the Super Roto-Swirl, as no 24-inch machines had them. Later I was a little relieved to know they were still in production for coin-up use. This was a "re-alignment" of things to come when 24-inch Direct Drives were to take over that segment of Sears' offerings, and had large enough tubs to cover both the space saver lines AND the standard capacity models with one line. Until the DDs came, the remaining belt-drive 24-inch machines became named 'regular capacity', whatever that means.

Note that the 11671 machine is a DIRECT DRIVE model, and is one of the first. It had that funky gold agitator and the rear-mounted motor configuration that we were talking about recently in another thread.

The lowest Kenny on the totem pole in this brochure is the 11151, a stunning example of which was just found by Nick in Minneapolis and featured in a recent post.

Phew! If you've read this far, THANKS! I enjoyed writing it all....

Gordon

This post was last edited 05/29/2012 at 17:35


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Post# 599728 5/29/2012 at 17:16 (4,342 days old) by Kenmoreguy64 (Charlotte, NC)
Checkrate/Likes 1 First, thanks Robert for this offering. This is neat, Sears didn't have a lot of these brochures to my knowledge, though I have a nice 1984 version, it is half the size of this one. I know these machines don't appeal to everyone, but I think one day they will be vintage enough that some will say "Gee, I wish I'd paid those more attention back in the day". The 1981 Kenmore line had a lot of interesting factual tidbits about it, and I have quite a bit of personal experience/exposure to it to share. First, this was the first major appearance revision to the Kenmore washer/dryer line since the 1976 line came out in the fall of 1975. A 1979 catalog Sears says their Kenmore laundry outsells the next highest selling competitor three to one. When you're in a situation like that, marketing takes changes to success very seriously. I recall seeing the new models for the first time and said "These are UGLY, why did they do that!!!" Upon closer study, I was glad they had only changed the print font on the consoles, and not much else. Then their appearance grew on me. I didn't notice FOR YEARS that the water level and temp knobs had been moved outward several inches from the timer. This makes adjusting the water level with the lid open tricky, in fact you need to be a contortionist to do it OR close the lid. This line also technically debuted the new "energy saver" belt-drives with slightly smaller outer tubs and baskets in the large capacity configuration. I didn't notice this difference until the 1990s when I was comparing two machines that I had for sale. Each energy efficient belt-drive uses at least six fewer gallons of water on the highest water level, with not much of a noticeable reduction in useable capacity. 1981 was the debut for the "Heavy Duty Plus" features advertising campaign, though it was modified quickly in 1982. More on that in a bit. This 1981 line is not around in plentiful quantity today, in fact, relatively speaking, I don't think it ever was. I haven't noticed but two '81s on Craigslist in the last several years. We had an economic recesssion going on in the early 1980s, and we were deep into it when the line debuted in the early summer of 1981. This limited the number of machines sold. Just two or three years later WP's washer plants were working on overtime to keep up with demand as we came out of the recession and consumers en masse replaced appliances that were otherwise overdue. Prices on the upper end '81s were extreme. If you look at the models in the doctrine, under the electronic machine as the best mechanical timer model is the 21831 (by the way I love how this brochure refers to models by their stock number. This is how I know these models and I sometimes refer to those in posts and re-read my post later and think you all must think I'm nuts). The 21831 was $549 in several catalogs. That was extraordinary. It is probably one reason why we don't see as many '81s as we might otherwise. The 1980 version, which was the 20821, was $399 to $429!! Prices after 1981 dropped a little in 1982, and hardly rose 1983-1986. I am not sure why the machines were priced this way, but one way to make up for lost profits on slow volume is to raise prices. This could have been done on the manufacturing level (prices to Sears that is) or on the retail level or both. There are some cool machines in the brochure. I already mentioned the 21831 - this is one of my dream machines. I have never come across one, though I know Dave/VolvoGuy has one. This is a cool machine because future machines similar to it all had triple dispensers, including the 1983 23811 and the 1983-1986 Lady Kenmore. My experience with triple dispenser machines makes me appreciate the models that didn't have it. The 21741 is also a rare bird. I have had one, which I rebuilt and sold in the 1990s. A follow-on version is the 1983 23801 (Sears changed the machine from a 70-series to an 80) which sold in huge quantity. Not pictured but mentioned was one of Sears better-sellers, the 21721. My Mom has one of these and has since December 1982. Most of the 1981 line continued into 1983, so they were available for about two years except the few models that were replaced by 1982s. The fact that this 1981 line was around for two years or more and they are still scarce testifies to how bad sales were back then. This was a $429 machine I believe. It was this model that I wanted to duplicate when I went to my own condo in 1986 and bought a 23701 - the most similar to Mom's that I could afford at the time. A white 21721 was among the first handful of Kenmores that I ever re-built and sold in spring 1991. I had to equip it with a new $80 outer tub, but I sold it for $195 and the buyer loved it - she sent me referral customers more than a few times. The 21711 and 21701 were clones except the 711 had a pre-wash which was there but dead in the 701. These are fascinating machines in that they are the ONLY Kenmores ever offered with a Dual-Action agitator AND a manual lint filter. I have a mint 21701 that is on my short list of 2012 or early 2013 restorations. These didn't sell well either due to the filter AND their price was only $10 and $20 under the 21721, but the 721 had far more features for the money, especially the porcelain top which the 21701 and 21711 lacked. Because these machines had the ill-liked manual filter, there were two 1982 replacements for these models, the 22701 and 22711, the same machines except self-cleaning filters. When these models were introduced, the Heavy Duty Plus marketing program was updated to include self cleaning filters as a criteria. By far the BEST value, bar none, of the whole line is the 21601 machine. It was essentially identical to all the rest, and included an agitator mounted softener dispenser, had the awesome and FUN Penta-Vane agitator, and only lacked the out of balance relay (no biggie if you're able to properly load a washer). This model was priced at one point about $80 lower than the 70-series machines. I presume Sears sold some of these for sure. Again, I've never seen one but would love to. The 21511 is a most bizarre model. That machine has three cycles, three temps, and two speeds - basically what most need if money is tight, but NO WATER LEVEL ADJUSTMENT. Too bizarre. I knew this model existed because it is in WP's model number listing that I have, but I have never seen even a picture. It debuted however the walnut color plastic console, which was used with far greater success in the 1982 22521, which was the same except with three water levels. All I can say to Sears is "Freakin DUH!". The 1982 version was sold for $299 as compared to $400-something for everything else. I have seen bunches of these as a result of what I am sure was a very good seller. Not shown is the 21201, but it looks exactly like the 11251 opposite in the brochure. A most handsome BOL machine if you ask me, and I've seen a number of these myself, and have a very nice one which I am thrilled to own.' Interstingly, the 21501 (a 500 series) machine is not mentioned. It has the almond/ivory colored panel, but has the 21511's features, but also a manual lint filter and three water levels. These should have been a decent seller but seemingly were not available for very long - they aren't mentioned at all in this brochure but were in the 1981 Fall and Winter catalog. Briefly, onto the Regular capacity machines - 1981 is significant here too, as this is the first year that Kenmore had NO 29-inch standard capacity models. I was heartbroken they'd eliminated the Super Roto-Swirl, as no 24-inch machines had them. Later I was a little relieved to know they were still in production for coin-up use. This was a "re-alignment" of things to come when 24-inch Direct Drives were to take over that segment of Sears' offerings, and had large enough tubs to cover both the space saver lines AND the standard capacity models with one line. Until the DDs came, the remaining belt-drive 24-inch machines became named 'regular capacity', whatever that means. Note that the 11671 machine is a DIRECT DRIVE model, and is one of the first. It had that funky gold agitator and the rear-mounted motor configuration that we were talking about recently in another thread. The lowest Kenny on the totem pole in this brochure is the 11151, a stunning example of which was just found by Nick in Minneapolis and featured in a recent post. Phew! If you've read this far, THANKS! I enjoyed writing it all.... Gordon This post was last edited 05/29/2012 at 17:35

Post# 599778 , Reply# 1 5/29/2012 at 22:30 (4,342 days old) by Unimatic1140 (Minneapolis)
Checkrate/Likes Thank you Gordon, what you wrote will be absolutely wonderful to have in the aw.org archives! Great information for the future.

Post# 599812 , Reply# 2 5/30/2012 at 02:20 (4,342 days old) by badgerdx ()
Checkrate/Likes Wow.... Gordon, I am impressed.

Post# 599828 , Reply# 3 5/30/2012 at 05:55 (4,341 days old) by in2itdood ()
Checkrate/Likes *Hey Gordon ..* Was there any mention of the 32711 sudsy option in the brochure? hehe .. scott

Post# 599855 , Reply# 4 5/30/2012 at 08:47 (4,341 days old) by macboy91si (Frankfort, KY)
Checkrate/Likes *Archival Quality* Wow Gordon, I could read about this all day... -Tim

Post# 599864 , Reply# 5 5/30/2012 at 09:12 (4,341 days old) by Kenmoreguy64 (Charlotte, NC)
Checkrate/Likes Scott - The brochure is for 1981 models. The 32711 is a 1982 follow-on to the 1981s. That is the machine that I mentioned above which replaced the 21711 model which had the DA agitator and a manual filter. The 22711 (and it's 32711 counterpart) had a self-cleaning filter. There was only a hanful of fresh 1982 models, and they were all meant to replace specific 1981s or to supplement gaps in the original line, mostly in the lower end where people seemed to be buying at that time. Gordon

Post# 599895 , Reply# 6 5/30/2012 at 12:32 (4,341 days old) by in2itdood ()
Checkrate/Likes *Thanks Gordy* Call me later when you have a mo ...

Post# 599908 , Reply# 7 5/30/2012 at 14:07 (4,341 days old) by RevvinKevin (Tinseltown - Shakey Town - La-La Land)
Checkrate/Likes Boy....... I am sure glad I didn't try to hold my breath as I was reading this, I would have passed out 5 or 6 times! WOW! Sometimes it still amazes me just how much WP & KM belt drive info you have stuffed in your head there! Do you ever get headaches because all that info is in there trying to get out?? Kevin

Post# 599962 , Reply# 8 5/30/2012 at 18:44 (4,341 days old) by bajaespuma (Connecticut)
Checkrate/Likes It's especially impressive because it seems to me that no other manufacturer had as many models of washing machines during the golden years (1960-1990) as Sears. Am I wrong? I still want to see you guys do a comprehensive thread on every agitator Sears ever offered.

Post# 600211 , Reply# 10 6/1/2012 at 00:13 (4,340 days old) by pdub (Portland, Oregon)
Checkrate/Likes *Impressed...* Wow Gordon, Your knowledge blows me away! How do you sleep at night? LOL Patrick

Post# 600346 , Reply# 11 6/1/2012 at 16:22 (4,339 days old) by macboy91si (Frankfort, KY)
Checkrate/Likes *"How do you sleep at night?"* Neutral Drain... Lol (duck and runs) -Tim

Post# 600141 , Reply# 9 5/31/2012 at 16:36 (4,340 days old) by kenmoreguy64 (Charlotte, NC)
Checkrate/Likes 1 Wow! Thanks everyone! I am just a detailed oriented person, and when I dive into something, I have to feel that I've figured it all out, and I don't "rest" on the issue until I think I have it tackled. In Kenmore's case, I noticed in my own washer years ago, which has its model tag in the lid well, that the stock number was an excerpt of the full model number. Later I noticed that stock number was on the sales receipt. Then I realized that the same stock number was part of the Sears catalog number along with a couple letters that identified the catalog issue. That is when I realized that everything in Kenmore laundry is about that stock number, and I just begain to learn them as if I was a Kenmore salesman. In the 1990s, when my appliance buddy was hauling ALL of Sears' haul-backs away, I would occasionally help him, either for my own amusement or because he needed an assist. Either way, I would then help him organize his storage area for the incomings (that is how I made it known which machines I wanted when he had too many to handle), and in so doing, I came across a LOT of Kenmores. Al liked KM, WP, and GE mostly....not sure I saw many Maytags. I have a good brain for numbers, so I started connecting the dots when I saw various stock numbers, model numbers, etc. Getting my 1992 Whirlpool laundry parts catalog, which has every Kenmore washer model number in it from 1975 to 1992 (thus every belt-drive from 1975 forward) really helped me to solidify the knowledge gained from everything I'd seen and/or worked on and sold, but it also identified a bunch of models I'd never come across. Recently, I've collected every Sears catalog from 1969 to 1987, and that helped a lot too. Those catalogs and 20 years of looking at the parts book has simply programmed all this in my head. Gordon

Post# 603373 , Reply# 12 6/13/2012 at 17:01 (4,327 days old) by Kenmoreguy64 (Charlotte, NC)
Checkrate/Likes *FUNNY* Someone had mentioned the neutral drain comment to me, and I hadn't seen it - guess I missed it! There's more Kenmo info. where this came from! One day I'll do a digest on the 1983 line, which is the last full line of belt-drives for Kenmore. I am working on collecting one of each model in the line, so perhaps one day I can even make my own pictoral brochure? Gordon