IFA REVIEW Haier Showcases
Haier Showcases Human-Centred
Innovation at IFInnovation at IFA 2025
Human-Centred A 2025
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In laundry, Natalia Sellibara, Laundry Senior Marketing Director & Strategic Initiatives at Haier Europe, unveiled the next generation of AI-powered washing machines and dryers. “These machines learn from each user to deliver the most personalised washing experience,” she said. The AI Vision system, with a camera inside the drum, continuously monitors and adjusts cycles for optimal results. She also introduced the Kutukya collection, designed for separate washing of sports kits, underwear, and delicate fabrics, all with high energy efficiency. Haier’s small domestic appliances were
presented by Franco Della Bella, SDA Marketing Director at Haier Europe, who said, “Hoover has never been so ready for the market’s challenges.” He spotlighted the HF3 Pro vacuum, featuring an automatic emptying station: “Maintenance zero for the consumer, just press a button.”
New possibilities
Haier, Hoover, and Candy put the consumer at the heart of their appliance line-ups at IFA 2025. Will McGill reports on the latest updates.
H
aier made a striking impression at IFA 2025, unveiling innovations across appliances, smart home solutions, and entertainment that reinforced its position as a global leader.
Haier Europe CEO Neil Tunstall opened
by stressing the company’s human-centric philosophy. “There’s no point making innovation for the sake of technology,” he said. “The human is naturally at the centre of our philosophy and the innovations our product teams create.” Mr Tunstall also underlined Haier’s sustainability commitments. “By 2030, we will reduce by 50 per cent our emissions in scope one and two,” he said. “But an even bigger part is helping millions of consumers across Europe cut their energy and water use by 42 per cent.” He noted that connectivity and AI will play a key role: “If we can make the network work without the consumer having to think about it, that’s how Haier can drive sustainability and empower better choices.”
Consumer focused In refrigeration, Cooling Marketing Director Alberto Zanella presented NutriBank, calling it “a true game changer” in preserving fish and meat below zero degrees, maintaining nutrients while avoiding freezing and defrosting losses. He also introduced Haier’s More-than-A-Class range: “We’re launching the A-minus-third, cutting energy use by an additional 30 per cent compared to standard A-class models, that’s 30 per cent more savings for our consumers.” Haier’s kitchen innovations reflected a similar blend of intelligence and personalisation. Cooking & Dish Marketing Director Elisa Albanese described the “Tailor to Taste” concept: “Most appliances promise perfect results, but that risks standardisation. Every country has its own food culture, so we adapt to each consumer’s taste.” She highlighted AI-powered Bayonica technology, which allows ovens “to learn from cooking habits through food recognition and AI, adapting to users’ preferences with precision.”
Expanding beyond appliances, Haier plans to enter into the UK TV market in 2026. The brand stated this move is “a natural evolution of our mission to create a connected and efficient home ecosystem.” Haier’s new TVs feature AI for gaming and sound optimisation, with premium panels in sizes from 75 to 115 inches. Mr Tunstall concluded by emphasising Haier’s brand strategy and European roots. “Haier is the global number one in major appliances, that’s not just pride, it’s the choice of millions of consumers worldwide,” the brand said. “Our brands reflect their origins: Candy is born out of Italy and embodies Italian passion, smart interaction, and accessible high quality.”
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