Business area North America is investing in cost efficiency through automation and modularization in the fridge/freezer and cooking segments, which account for around two-thirds of the business area’s sales. These investments also ensure high-quality products and reduce time to market, which are both key to driving profitable growth. The well-established Frigidaire brand accounts for the majority of sales and the business area has strong aftermarket capabilities.
Market and Position
- Mature, homogenous market with high product penetration dominated by replacement products.
- Large homes allowing many household appliances, including large appliances.
- Several domestic and global manufacturers.
- In 2020, Electrolux had around 12% volume market share in core appliances, predominantly under the Frigidaire brand.
Actions and execution
|Creating a sharpened and outstanding consumer experience innovation under the Frigidaire and Electrolux brands|
|Continue to strengthen go to market capabilities in a changing retail landscape|
|Growing the aftermarket position|
|Improve cost-efficiency competitiveness|