With the launch of the Neue Kollektion, Electrolux has reminded the industry of the strengths of its AEG brand. Anna Ryland reports.
Electrolux acquired the AEG brand in 1994, to enter the premium sector of the market with AEG’s solid German engineering and sharp design. In the company’s portfolio it is complemented with the Electrolux brand in the middle of the market and Zanussi as the mass market proposition.
Now AEG’s entire product range – built-in and freestanding – has been relaunched, incorporating the latest technology and a new design.
The Neue Kollektion includes a ProComb steam oven that combines steam and hot air cooking, a ProFresh fridge-freezer with two separate cooling systems which optimize humidity in the fridge compartment, keeping food fresher for longer. Also new is the ProClean, a dishwasher that cleans all sizes of dishes, a MaxiKlasse, large-capacity oven with new airflow technology and precise temperature control on any shelf position, a MaxiSense zone-free induction hob and a Crystal Line modular hob range.
The new design is simpler and gives an aligned and integrated look to the whole collection of AEG appliances. It has been created using only two materials – glass and steel and two colours – black and white. The display panels are larger than before and the displays are red when lit – giving one ‘accent’ colour throughout the collection. Even the brand’s logo has been restyled to “make it look sharper”.
Ian Banes, country head, Electrolux Major Appliances commented to IER: “We were looking to grow our market share in the premium segment but also to grow the segment itself. We researched what features consumers in this segment required, such as induction or larger ovens, and we incorporated them into the new range. Our research also showed that consumers are becoming more design conscious. Particularly with open plan living the appliances have to be seamlessly integrated into the kitchen.
“The main USPs of the collection – are the power of induction and versatility of steam cooking – giving the amateur cooks the same tools as professionals use. But perhaps the design is the strongest USP – the way it integrates all the appliances seamlessly; to achieve this consistency was a very hard thing to do.”
The new collection will be supported by new PoS material and extensive dealer training in addition to advertising in consumer press and on television.
At the same time the company has launched its first upright cleaner – the AEG Nimble – in response to consumer research showing that people need an upright that is easy to push, pull, move around furniture and is easy to transport.
Elizabeth Farmer, marketing manager, Electrolux Floorcare, explained to IER:
“We wanted to have a top of the range upright as the real growth takes place in the above £200 market segment (an 8.6% increase was recorded in 2010; and this segment currently accounts for a 46.8% share of sales value). The real USP of Nimble is the swivel movement but the overall ease of use is the real benefit of this product. The three features which contribute to this are: the swivel head, the long hose and the carrying handle.”
The swivel head movement gives the Nimble easy access around and under furniture while, the LED headlight illuminates dark areas. Thanks to its brushroll on/off, the cleaner has exceptional pick-up on both carpets and hard floors. The ergonomic handle houses a lift-out 4m hose and an extendable telescopic tube to easily reach stairs and ceilings.