Strategic direction

Strategic direction

Through profitable growth, innovative products under strong brands, operational excellence, and dedicated employees Electrolux creates the conditions to reach its vision to become the best appliance company in the world.

Profitable growth

To outperform market growth and enhance profitability, the focus is on increasing the share of sales in growth regions, strengthening the position in core markets and in the global premium segment, expanding in profitable high-growth product categories, developing service and after-market operations and reducing complexity and costs in manufacturing. Despite intense competition, Electrolux captured market shares in Latin America and in several key product segments in North America, Europe and Asia in 2013.
Electrolux Strategy


The Electrolux process for consumer-driven product development increases the speed of product development, in parallel, the number of products that will be preferred by more consumers. The collaboration between marketing, R&D and design is a key factor, as is the transfer of know-how from the Group’s professional business to consumer products.

Over a number of years, Electrolux has gradually increased its investment into R&D. Sustainability is a core element of the Group’s strategy, and sustainable innovation is one of four prioritized areas for product development. At least one-third of the product-development spend is related to sustainability.

Operational excellence

The Group’s manufacturing footprint is continuously adapted and the operations are streamlined to increase productivity. About 65% of the Group’s core appliances are currently manufactured in low-cost areas. Floor-care products, microwave ovens and small domestic appliances are to a major part sourced from low-cost areas. Global optimization of production and modularization releases resources for investment in product development, design and marketing. In addition Electrolux are implementing programs to reduce overhead costs and capitalizing on the Group’s global strength and scope.

People and leadership

An innovative corporate culture with dedicated employees from diverse backgrounds provides the right foundation to develop successful products for consumers across the globe. At the same time, it is important to contribute to sustainable development for current and future generations in a world that is evolving at an increasingly rapid pace. Employee passion for innovation, consumer insight and motivation to achieve results set Electrolux apart. Committed and talanted managers play a decisive role in the successful implementation of the Electrolux strategy.

Read more about Electrolux Strategy

To outperform market growth and simultaneously enhance profitability, the Group is implementing a number of strategic initiatives.

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Electrolux is the only appliance manufacturer in the world to offer complete solutions for both consumers and professional users. The Electrolux process for consumer-driven product development enables the development of products that will be...

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Since 2004, the Group is gradually restructuring its production through a thoroughly planned manufacturing footprint project that is planned to be finalized by 2016.

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Dedicated employees with diverse backgrounds play a crucial role in creating the innovative corporate culture necessary for Electrolux to be successful and reach its vision.

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