The Group buys back the rights to the Electrolux brand in North America, which was sold in 1968. An agreement is reached for the acquisition of Email Ltd., Australia’s largest appliance company. As a result, Electrolux becomes the market leader in Australia.
Electrolux puts the world’s first self-going vacuum cleaner on the market – the Trilobite. It navigates using ultrasound, turns itself off and recharges when vacuuming is finished. The absorption refrigerators product line is divested. This product line has sales of 5.8 billion SEK and 3,600 employees.
Michael Treschow resigns as CEO and is succeeded by Hans Stråberg.
The Electrolux Design Lab is established as an annual competition for design students from around the world, with the challenge of meeting the needs of tomorrow’s consumers.
Double-branding with local brands is initiated in a number of countries. All market communication for Electrolux-branded consumer products in Europe, North America and most of Asia is assigned to a single advertising agency. Electrolux-branded floor-care products are introduced in the US.
The first generation Electrolux Ergorapido is launched. It is developed after observing modern cleaning behavior – basically, cleaning limited spaces after use instead of large spaces on a regular basis.
Electrolux-branded appliances are introduced in North America. The first products are part of the premium range Electrolux ICON. A number of built-in kitchen products are launched under the brand AEG-Electrolux in Europe.
Electrolux Favorit (dishwasher), Electrolux CaFamosa (espresso machine), Electrolux Wine Keeper, Electrolux Oxy3system (vacuum cleaner) and Electrolux Ergorapido 2-in-1 (instant vacuum cleaner) win “Red Dot” design awards at the 50th edition of the Red Dot design award competition.
The Electrolux Board decides to spin-off Electrolux Outdoor to its shareholders and the shares are listed on the Stockholm Stock Exchange under the name Husqvarna AB.
Electrolux introduces the Iron Aid Dryer – the first steam tumble dryer on the market. Electrolux is rated number one on the Dow Jones sustainability index for household appliances.
Electrolux receives the prestigious Sustainable Energy Award from the European Commission. The award recognizes the Group’s ongoing efforts to reduce energy consumption of products, factories and services, further manifested in the decision to cut energy use across all the factories by 15% by 2009.
The largest marketing campaign in the Group’s history for the new premium appliance line is launched in the US. The Inspiro oven is launched. It detects what is in the oven and automatically preselects the best heating mode.
The target to cut energy consumption by 15% compared to 2005 levels is reached. A renewed commitment is made to reduce energy use a further 15% by 2012. Calima – a unique new washing machine with built-in drying board – is launched.
