Slogan: Electrolux. Thinking of you
Swedish company, manufacturer of household appliances of various levels. Owns many famous brands - AEG, Zanussi, Westinghouse, McCulloch, Eureka, Zoppas, Flymo, Partner, Dito, Kelvinator, Wascator and others. It is one of the largest in the world (according to Fortune Top 100).
History Electrolux started at the beginning of the 20th century. In 1910 in Sweden, there was a company with a catchy name Elektromekaniska ABfounded by entrepreneur Sven Carlstedt. Two years later, another Swedish company - Lux, previously engaged in kerosene lamps, begins to change production in a hurry, seeing a rapid reduction in the market for its products, due to the ubiquity of electricity. And she starts with vacuum cleaners. After some time, entrepreneur Axel Wenner-Gren leaves Lux, where he was a sales agent, and creates his own company - Svenska Electron, engaged in the sale of all the same vacuum cleaners. A feature of the new company was the sale of equipment in installments, which was a novelty in those years. Things went well for Axel, in October 1917 he acquires Elektromekaniska AB. And in 1918 there is a merger Svenska Electron и Lux, with the advent of a new holding company Elektrolux (at first the name was written in the Swedish manner - through "TO"). Use of developments Elektromekaniska AB made it possible to create lighter and more practical designs.
In 1923, the first refrigerator appears. And since 1925, the company begins to sell them abroad. Worldwide product success Elektrolux leads to the emergence of new factories in other countries. The Second World War was survived without any serious consequences, although the production of household appliances in European factories was suspended and the factories switched to military orders. After the end of the war, the company continues to increase its potential and expand its product range. The company's electric motors enjoy well-deserved popularity almost all over the world. In 1951, the first household washing machine appears Elektrolux (industrial washing machines have been produced since 1944).
The further history of the company is of little interest to the average consumer - these are graphs of constant development and growth, lists of companies bought up and manufactured goods. The company is gradually expanding sales markets, increasing the number of products. In 1957, its name changed to the modern one - Electrolux (this time in the English manner - through "WITH", due to the ubiquitous distribution and increased popularity of the company's products). Many competitors are acquired.
Since 2003, an annual industrial design competition has been held among students - Electrolux Design Lab. The contestants are invited to design the home appliances of the future.
The company's headquarters is located in Stockholm, Sweden (Stockholm, Sweden). Factories are scattered across many countries, including Russia. The main demand for the company's products is in the US and Europe.
became famous Electrolux as the creator of one of the most unsuccessful slogans in history. This happened when the company introduced new models of vacuum cleaners to the American market, filing them with the slogan “Nothing Sucks Like an Electrolux” – “No one sucks like Electrolux”. Needless to say, this only caused a lot of ridicule, but did nothing to increase their popularity?
A few decades later, "success" Electrolux tried to repeat (this time not without intent) a chain of electronics stores El Dorado, advertising vacuum cleaners sold under the slogan “I suck dust for a penny”. And the word "dust", written in light letters on a light background, was difficult to read. As a result, advertising was abandoned due to a lot of negative feedback from consumers who considered it unethical and frankly obscene.