Electrolux 2011 Annual Report Download - page 20
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Although there are regional differences in vacuum-cleaner design, performance and function are
still the most important factors for consumers worldwide. As one of the few global manufacturers
of vacuum cleaners, Electrolux can focus on global product development.
Although there is still no energy labeling for vacuum cleaners,
the demand for sustainable products is growing. Sales of the
Electrolux Green Range of vacuum cleaners doubled in 2011, follow-
ing launches in all major European markets and in all five continents
– from North America to Oceania. Ergorapido Plus Green is now
also part of the series of six different green models. One reason for
this strong growth is focused marketing activities, including the
Vac from the Sea campaign. To read more, see page 41.
Green progress
Electrolux is one of the largest manufactur-
ers of vacuum cleaners in the world and
holds market-leading positions in most
regions. A large share of the Group’s vac-
uum cleaners are developed and sold in the
global market. A special focus lies on inno-
vative and energy-efficient vacuum cleaners
in premium segments. Electrolux is also
market-leading in the central-vacuum-
cleaner segment and holds a substantial
market share in vacuum-cleaner accesso-
ries. All Electrolux vacuum cleaners are
manufactured in low-cost areas.
In Asia and Latin America, most of the
Group’s vacuum-cleaners are sold under
the Electrolux brand. The Electrolux brand
also dominates in Europe, complemented
by AEG in central Europe. Volta, Tornado,
Ergorapido – a forerunner
and trendsetter
A growing number of small households is
generating a greater need for compact, effi-
cient vacuum cleaners with an aesthetically
pleasing design that enables them to be left
on show. There is also a growing need in
many households for vacuum cleaners that
are ready for immediate use. Sales of
attractively designed, rechargeable vacuum
cleaners have grown substantially over the
past decade. Electrolux Ergorapido was
one of the first models when these were
launched in 2004 and has since been
released in a range of new versions, most
Progress and Zanussi are focused on the
mid and lower price segments. The Eureka
brand accounts for the largest proportion of
the Group’s vacuum-cleaner sales in North
America, while more premium vacuum
cleaners are sold under the Electrolux
brand.
Green Range
70%
recycled plastic
annual report 2011 products
Share of Group sales 2011
8%
Floor-care products
Small appliances
Ultra Silencer Green comprises 30%
of total sales of Ultra Silencer in 2011.
30%
16