October 2026 ertonline.co.uk


“Consumers want to wash their clothes


quickly, but they don’t want to compromise on the results,” Mr Jasiocha explains. “You need to come with simpler, less complex, easier-to- use solutions.”


That thinking has resulted in AEG’s new


In fact, Mr Jasiocha is quite open about believing AEG should have a bigger presence here. “I don’t think we are at the size we can be in the UK,” he says. “For me, the UK is one of the priority markets. We have selected it to really invest.”


Technology that earns its keep Of course, you could hardly move at IFA this year without bumping into something with AI attached to it. AEG was no exception. It previewed an AI Cooking Companion designed to work across its connected cooking ecosystem, while new features could eventually be added to compatible appliances after purchase through software updates. But Mr Jasiocha is keen that AI does not become the reason for developing a feature in the first place. “We don’t want to make technology for the sake of technology,” he says. “Everything starts by understanding the real needs of the consumer and then finding the easiest way to solve that need. “Technology is there to help. AI is there to help. Digitalisation is there to help.”


TimeSaver laundry range, including MaxWash 45, which can wash a full load at 30°C in 45 minutes, while AI Wash and Dry Assist automatically adjusts time, water and energy depending on the load.


AEG also unveiled new 12kg washing


machine and 10kg tumble dryer models, alongside a Dark Silver finish.


Then came one of the slightly more unexpected launches. Weighing just 550g, the new ErgoMini


cordless cleaner is intended for crumbs, pet hair, cars and other quick jobs. It can also reverse the airflow and become an inflator - handy, AEG suggested, for airbeds and balloons. Not necessarily the product


I expected to


see on the AEG stand, but certainly one we remembered afterwards.


A bigger slice of the UK Perhaps the most interesting part of


Mr


Jasiocha’s plans is where he sees room to grow.


Cooking remains a major focus, alongside dishwashing and refrigeration. AEG used a dedicated sound room at IFA to demonstrate just how quiet its latest dishwashers are, while Mr Jasiocha highlights existing features such as ComfortLift and SatelliteClean as important parts of its premium proposition. Cooling will receive further attention too,


with new built-in refrigeration and AI-supported technology designed


to improve


preservation. But there is one part of the market


Mr


Jasiocha believes AEG is not getting enough from in Britain: freestanding appliances. “We are underrepresented,” he admits. “We believe that we have the capability, we have the brands and we have the solutions to gain space in the freestanding part of the range. “We are putting more focus on that. It is an


Laundry provides another example of where


AEG thinks habits are changing. Data from its connected washing machines shows that around a third of cycles now last less than an hour.


area that for sure will help our business in the UK because it is definitely a market where we are not at the right level of representation.” For ERT readers in particular, that makes the company’s plans worth watching.


food 23


AEG’s Head of Region EMEA Leandro Jasiocha speaking at the press conference Credit: Saskia Uppenkam


And there could eventually be more AEG


products heading into stores beyond the traditional MDA categories. The brand showcased its Design Collection of small domestic appliances at IFA. The UK will not be among its first markets, but judging by Mr Jasiocha’s conversations in Berlin, there is already interest.


He believes SDA has an important role to play in AEG’s wider offering, complementing its existing kitchen appliances and giving consumers more choice across the brand. Although there is no confirmed timeline for bringing the range to the UK, he suggests it is something AEG is considering. For those who could not make it to Berlin, Mr Jasiocha’s message is that AEG intends to keep putting money behind the brand.


“AEG is a brand that will get stronger over time,” he says. “It’s a growing brand and a brand that is more and more perceived as premium. “We will be investing a lot in branding,


products and innovations because I think our brand can go much higher than where we are today. “If we can do it


in Germany, it’s such a


competitive market,” he says. “You’ve got other brands, and the cake has not become bigger. The cake is the same or even smaller, and there we’re growing.


“That gives a lot of confidence.”


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