Business area North America is investing in cost efficiency through automation and modularization in the fridge/freezer and cooking segments, which account for around two-thirds of the business area’s sales. These investments also ensure high-quality products and reduce time to market, key to driving profitable growth. The well-established Frigidaire brand accounts for the majority of sales and the business area has strong aftermarket capabilities.
Market and Position
- Mature, homogenous market with high product penetration dominated by replacement products.
- Large homes allowing many household appliances, including large appliances.
- Several domestic and global manufacturers.
- In 2021, Electrolux had around 11% volume market share in core appliances, predominantly under the Frigidaire brand.
Strategic focus | Actions and execution |
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Creating a sharpened and outstanding consumer experience innovation under the Frigidaire and Electrolux brands |
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Continue to strengthen go to market capabilities in a changing retail landscape |
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Growing the aftermarket position |
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Improve cost-efficiency competitiveness |
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Reduction of the climate footprint |
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