IFA REVIEW
38
care, Electrolux Group’s premium brand demonstrated how innovation can connect technology with emotion, creating experiences that feel as good as they perform. The session opened with Anna Olsson- Leijon, Executive Vice President and Head of the Europe, Asia-Pacific, Middle East and Africa business area, welcoming guests whilst quietening the room. “Can you feel that? The original sound of silence,” she began, setting the stage for a presentation centred around precision, quiet performance and sensory design.
A
“What you just heard was the sound of innovation,” she continued. “Technology that performs powerfully without making itself heard. We’re redefining performance by making it seamless, and quiet.”
Reflecting on the past year, Ms Olsson- Leijon highlighted AEG’s accelerating growth and renewed purpose. “Exactly one year ago, we stood on this stage to make bold statements about our ambitions. Since then, we’ve gained momentum. Over the past 12 months, we’ve grown our market presence, met new consumers and continued to evolve with groundbreaking innovation.
AEG, part of Electrolux Group, put on quite the spectacle at IFA, with ovens which cook pizzas in record time, two and a half minutes to be exact, a whole new range of dishwashers and much more. ERT reports.
t IFA 2025 in Berlin, AEG showcased the next chapter in its journey to redefine home living. From quiet performance and sensory cooking to intelligent
“It’s about crafting those moments that engage the way we see, touch, hear, smell and taste. When innovation meets emotion, something familiar becomes extraordinary.”
Empowering consumers
The highlight was the unveiling of AEG’s new 7000 Series ovens, featuring the Pizza Expert function — designed to replicate professional pizza-baking conditions at home. “This is innovation for real life,” she explained. “Technology that empowers creativity and turns everyday cooking into something extraordinary.” Following Ms Olsson-Leijon’s introduction, Michael Geisler, Vice President Germany & Austria, Electrolux Group, took to the stage to celebrate the company’s recent achievements and introduce a new generation of care and cleaning products. “I’m incredibly proud of what our teams have achieved,” said Mr Geisler. “We’ve worked for over four years to bring these innovations to life. AEG is now the fastest-growing built-in kitchen brand in Germany — and also the fastest- growing brand in the long-term care category.” He highlighted AEG’s recent Stiftung
Warentest success. “After setting new standards last year, we’ve done it again, winning not one but two awards for tumble dryers in a single test. It’s a double win, something that’s never been achieved before, and a clear statement of our commitment to quality and performance.”
AEG’s focus on care innovation was showcased through the launch of the new 9000 Series washing machines. “For more than 20 years, AEG has been a pioneer in fabric care,” Ms Geisler said. “Today, we’re proud to launch our most powerful AutoDose washing machine yet. It’s 50 per cent faster, with smarter performance and enhanced design.”
The new dishwasher range includes the 360Clean Pro spray arm, which removes stubborn food residues in just 90 minutes without extra water, and DualZone Cleaning, allowing powerful lower-basket scrubbing and gentle upper-basket care in one cycle.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48
