AEG, the household name in Germany for home appliances, has joined hands with Electrolux, the world’s number one domestic appliance maker. Their new brand – AEG-Eelectrolux – has a new slogan: perfect in form and function.
AEG has a history that dates back to 1883. The foundation for this German house was laid down by engineer Emil Rathenau when he obtained the German license for Edison’s lamp patents and formed a new company based in Berlin – the Deutsche Edison Gesellschaft (DEG), meaning German Edison Company. The commissioning of the first German electric works took place in 1885. By 1887, the company changed its name to Allgemeine Electricitäts Gesellschaft (AEG), meaning General Electric Company.
In 1889, AEG introduced its first range of domestic electrical appliances at an exhibition in Berlin. The appliances showcased included tea kettles, egg boilers, irons and curling tong heaters. Soon AEG was a household name across Germany as it set new milestones in the domestic appliances industry. The company introduced new appliances like Dandy followed by Vampyr vacuum cleaners, refrigerators, built-in freezers, heaters, first induction hobs, electric cookers, dishwashers, tumble dryers, dryer with heat pump, washing machines (with energy saving programme, eco-lock for less detergent usage, four memory setting) that changed household life for the better.
Using cutting edge technology, AEG went on to produce innovative products that set new industry standards. The company’s domestic appliances were creating waves in the industry, reinventing and raising their own bar each time. The company was creating a “corporate identity”, a culture that was taking shape long before the term was coined.
By the turn of the century, the company appointed an industrial designer, the first company to do so. With artist and architect Peter Behrens as industrial designer on board AEG, the company found new direction. Behrens alone was instrumental in shaping and defining AEG’s powerful image that impacted generations to come. AEG continues to be associated with friendly and functional design and the accolades (the Reddot and F-Design-Award) affirmed its status to be the leader in the domestic appliances industry.
In 2003, AEG re-launched itself and introduced a new generation of appliances under the brands new slogan, “Perfect in form and function” with the title “New Class”. By 2005, all appliances throughout Europe were carrying the AEG-Electrolux twin logo.
Ask the women of the house about their AEG-Electrolux gadget, chances are they trust them with their life.
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