October 2025 ertonline.co.uk


AEG’s approach to innovation starts with understanding how people actually use their appliances. “We do a lot of in-depth consumer research,” explains Ian Baines, Head of Product Line Care at Electrolux. “One of the most interesting insights we found was the difference between weekday and weekend use. During the week, people are busy and often cook simple meals, lots of trays and quick dishes. At the weekend, they’re entertaining, so you see more glasses, larger plates, and varied cookware.” That finding helped shape the flexibility of the new dishwasher interiors. “It’s all about adaptability,” he says. “Consumers need a layout that can handle everything from baking trays to delicate stemware, and this range makes that easy.”


Making life easier


The new range delivers lower water and energy consumption alongside quieter performance, all achieved through precise engineering. “We’ve done a huge amount of work on the hydraulics, the spray arms, and the cycles,” Mr Baines explains. “It’s about making sure every drop of water is doing something useful. If the water hits the plates directly rather than the side of the tub, you save water, reduce noise, and cut energy use.” These results come from intensive research and testing at Electrolux’s R&D facilities. “We use fast prototyping and 3D printing to test new spray arm shapes,” he adds. “It allows us to experiment quickly and refine designs that deliver the best possible results in terms of noise, energy, and water performance.” AI and machine learning are increasingly integral to appliance design, and AEG’s new


AEG’s next generation dishwashers: Designed for real life


Following a successful showing at this year’s IFA exhibition in Berlin, Will McGill caught up with Ian Baines, Head of Product Line Care at Electrolux, to learn more AEG’s new range of dishwashers.


dishwashers use this technology to make everyday life easier. “It’s a narrow form of machine learning,” says Mr Baines. “Sensors monitor how dirty the water is and adjust the cycle accordingly. The dishwasher will automatically optimise based on whether the user prioritises time or efficiency.” While these current models don’t feature downloadable software updates, Baines notes that Electrolux is actively exploring that for future product lines. Beyond energy ratings, the new AEG dishwashers also represent a leap forward in sustainable manufacturing. “One of the major achievements is the use of 35 per cent recycled content in the machine,” Mr Baines says. “That’s a big step for us, and part of our commitment to Electrolux’s science-based sustainability targets. Every new range moves us closer to a circular economy model.” The recycled materials are sourced across


Europe, and the appliances themselves are produced regionally. “We want to keep production as local as possible, reducing


AEG’s latest range made a clear impression at


IFA this year. “The booth was buzzing,” recalls Mr Baines. “The feedback from visitors, retailers, and partners was really positive. It felt like a major step forward for our product portfolio.” With the UK launch planned for next year, AEG is preparing a full suite of support for independent electrical retailers. “When we roll out in the UK, we’ll provide a complete package of training materials, digital assets, and product information,” says Mr Baines. “Retailers play a vital role in explaining the benefits of our products to consumers, so we want to make sure they have all the tools and knowledge they need.”


transport emissions and supporting our sustainability goals.”


Attention to detail


Open-plan living has made quiet operation an essential feature for dishwashers. AEG has a long history of innovation in this space, and the latest range continues that tradition. “We’ve been focused on reducing noise for over 20 years,” Mr Baines says. “If you’re using energy to create noise, that’s wasted energy. By refining the way the water is circulated and the way components move, we’ve created a quieter, more efficient machine that fits seamlessly into modern homes.”


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