Joachim Reinhart, head of operations for Matsushita Electric Industrial in Europe, told Reuters he wants to sell the company's home appliances in Europe. In an interview with Reuters, Reinhart said Matsushita had discussed selling its Panasonic brand appliances in Europe but that no specific plans have been made. Reinhart told Reuters that, if Matsushita does decide to move into Europe with white goods, the start-up could take as long as 2 years and the primary competitors would be BSH Bosch und Siemens Hausger?te GmbH, Electrolux and Whirlpool Corporation.