ApplianceAdvisor Appliance Report FRIGIDAIRE

The New Appliance Report from ApplianceAdvisor.com

ELECTROLUX (division of Electrolux)
877-435-3287
High-end appliances mostly sourced from others

2007 Kitchen & Bath Show Introductions
Did not attend KBIS.

2006 Kitchen & Bath Show Introductions
We could say that we took notes throughout our tour of the Electrolux booth as we do when we visit all the other booths, but that would be a lie. There's just too much stuff. Too many claims of this new thing or that new thing. It's all we can do just to get the pictures and hope that the press kit answers all the tough questions. Well the press kit did not. Just spec pages. We gleaned the few that apply to the tour and attached them below. Enjoy

Radiant Cooktop: E30EC. $1100 - $1300
http://www.applianceadvisor.com/2006Appliancephotos/2006electrolux3.jpg
Product literature

Glass Canopy Hood:    E36WC. $1000 - $1600
http://www.applianceadvisor.com/2006Appliancephotos/2006electrolux4.jpg
Product literature

Oven of Some Kind: E30MO55, E30MO65: $550 - $1400
Prototype Drop Down and Side Swinging Microwave Doors
http://www.applianceadvisor.com/2006Appliancephotos/2006electrolux5.jpg
http://www.applianceadvisor.com/2006Appliancephotos/2006electrolux11.jpg

Pro Series Stainless Steel Hood: $1700 - $2200
http://www.applianceadvisor.com/2006Appliancephotos/2006electrolux8.jpg
Product literature

Double Oven: E30EW85ESS. $3400
http://www.applianceadvisor.com/2006Appliancephotos/2006electrolux12.jpg
http://www.applianceadvisor.com/2006Appliancephotos/2006electrolux13.jpg
Product literature

Coffee Machine. Not shown on press kit. Could be concept
http://www.applianceadvisor.com/2006Appliancephotos/2006electrolux14.jpg
http://www.applianceadvisor.com/2006Appliancephotos/2006electrolux16.jpg

2005 Kitchen & Bath Show Introductions
Launch of Icon Designer and Professional
The ICON label gets further fleshed out since launch in 2004. Sorry to say that there are too many products to to go through here, but Electrolux covered everything. Product after product. An endless parade of products, many if not most of which were sourced from suppliers. The ICON strategy seems to be taken from the GE Monogram playbook for the development of a luxury brand inside of a major appliance company without acquiring a competitor. The Monogram strategy of European AND Professional-style under one brand. Viking's too. This year's ICON was breath taking in its scope and ambition and a much more complete picture than 2004 when products displayed were mis-matched, mis-grated, mis-aligned. 2004 may have been been the official launch, but 2005 is the date of birth we will celebrate. New products included in the ICON Designer:
    - double oven
    - wine cooler
    - ice maker
    - side by side fridge
http://www.applianceadvisor.com/2005Appliancephotos/2005Electrolux10.jpg
    - drop in cooktops
    - microwave convection prototype

the ICON Professional line includes all the expected pro ranges and cooktops

36" built-in Dishwasher Drawer Concept
Features 2 washer arms, auto wash, 1 level + utensil, stainless interior and integrated installation. . Now avail in Europe, but no date of availability in USA. Pricing guess is $2500.
http://www.applianceadvisor.com/2005Appliancephotos/2005Electrolux11.jpg
http://www.applianceadvisor.com/2005Appliancephotos/2005Electrolux13.jpg

2004 Kitchen & Bath Show Introductions
The Electrolux booth was stock full of appliances, almost a Kitchen and Bath Show of its own. It was frankly too much. Too many categories, too many styles, too many products, too too much for one year, and too many never making it into production by January 2005.

Pro Ranges and Cooktop
Electrolux showed a full set of pro style ranges and cooktops that we believe are manufactured by Dacor.
As of January 2005, there is no evidence that these units are on the market.
http://www.applianceadvisor.com/2004Appliancephotos/electroluxprocooktop.jpg
http://www.applianceadvisor.com/2004Appliancephotos/electroluxprorange36.jpg
http://www.applianceadvisor.com/2004Appliancephotos/electroluxprorange48.jpg

Semi-Pro Gas and Electric 36" Stainless Steel Cooktops
Interesting pro-like style, but with substantially less than pro-like performance.
GAS: model E36GC75DSS features 6 sealed burners with BTU outputs of 17K, 14K, 12K, (2) 9.5K, 5K BTU. MSRP of $1600. Also includes a Griddle, Wok Ring, and Simmer Plate.
ELECTRIC: model E36EC75DSS features ceran top with 6 elements with (2) 1200W, (2) dual element 1000/2500W, (2) 1800W which can be bridged into a 4400W bridge element. Also includes a Griddle, and a hot surface indicator light. MSRP of $1600.
http://www.applianceadvisor.com/2004Appliancephotos/electroluxelectricprolike.jpg
http://na.electrolux.com/node35.asp?ProdID=21
http://www.applianceadvisor.com/2004Appliancephotos/electroluxgasprolike.jpg
http://na.electrolux.com/node35.asp?ProdID=20
http://www.applianceadvisor.com/2004Appliancephotos/electroluxsemiprogas.jpg
http://www.applianceadvisor.com/2004Appliancephotos/electroluxsemiproceran.jpg

Drop-in Gas and Ceran Cooktop
GAS: Frightening nose-bleed-high grates.
ELECTRIC: Looks nice even if we do hate Ceran tops.
As of January 2005, there is no evidence that these units are on the market.
http://www.applianceadvisor.com/2004Appliancephotos/electroluxdropingas.jpg
http://www.applianceadvisor.com/2004Appliancephotos/electroluxdropinceran.jpg

Single 30" Wall Oven
Featuring a 4.2 cu ft blue painted oven can, 4 pane glass door for a max exterior temp of 120F, 8 pass bake and broil, 3rd element convection to bake at 3400W and broil at 4000W. MSRP of $2000.
http://www.applianceadvisor.com/2004Appliancephotos/electroluxoven.jpg
http://na.electrolux.com/node35.asp?ProdID=18
http://www.applianceadvisor.com/2004Appliancephotos/electroluxoveninterior.jpg
http://www.applianceadvisor.com/2004Appliancephotos/electroluxovencontrol.jpg

Low Profile "Fast Cook Mini" Wall Oven
Featuring microwave, convection, and a hidden element.
As of January 2005, there is no evidence that these units are on the market.
http://www.applianceadvisor.com/2004Appliancephotos/electroluxminioven1.jpg
http://www.applianceadvisor.com/2004Appliancephotos/electroluxminioven2.jpg

Warming Drawer
A 600W warming drawer model E30WD75DSS with temperature controls
http://www.applianceadvisor.com/2004Appliancephotos/electroluxwarmingdrawer.jpg
http://na.electrolux.com/node35.asp?ProdID=19

Counter-depth Side by Side Refrigerator
Model E23CS75DSS features a 22.6 cu ft volume, adjustable shelf heights when loaded, filtered water for the water and ice maker.
http://www.applianceadvisor.com/2004Appliancephotos/electroluxsidebyside.jpg
http://na.electrolux.com/node35.asp?prodid=22

Dishwasher
Stainless interior dishwasher with integrated door, hidden controls, some sort of sound reduction package, various turbidity sensors, various controls including automated cycle choice based on water load.
http://na.electrolux.com/node35.asp?prodid=13
http://www.applianceadvisor.com/2004Appliancephotos/electroluxdishwasher.jpg

Range Hoods
Assumed to be supplied by Elica, presently sold under the Frigidaire brand......but we imagine that they will switch over to Electrolux.
Island Hood:   42" model PLHV42P8CC with 600CFM, halogen lights, electronic controls, and MSRP at $1330. (photo below)
http://www.applianceadvisor.com/2004Appliancephotos/electroluxrangehood.jpg

Glass Hood: 36" model PLHV36W7CC with 350CFM, halogen lights, electronic controls, and MSRP $1470.
Generic Pyramid: 36" model PLHV36W6CC with 360CFM, halogen lights, mechanical slide controls, and MSRP at $970.
http://www.applianceadvisor.com/2004Appliancephotos/electroluxhoodPLHV36W7CC.jpg
As of January 2005, there is no evidence that these units are on the market using the Electrolux brand.

Wine cooler
I hate wine coolers.
As of January 2005, there is no evidence that these units are on the market.
http://www.applianceadvisor.com/2004Appliancephotos/electroluxwinecooler.jpg

BBQ
http://na.electrolux.com/node35.asp?ProdID=129

Prototype Modular BBQ
Front door power assisted or with air compression, internal light, retractable rotisserie, all controls centralized on center BBQ even controls for side units with pot burners. Built to order/customized Units fasten together. Don't hold your breath waiting for production
http://www.applianceadvisor.com/2004Appliancephotos/electroluxgrill1.jpg
http://www.applianceadvisor.com/2004Appliancephotos/electroluxgrill2.jpg

Built-in (Semi-automatic) Coffee Machine
A not very clever coffee machine which will burn your hand on the steam dispenser each and every time you make coffee. Good luck.
As of January 2005, there is no evidence that these units are on the market.
http://www.applianceadvisor.com/2004Appliancephotos/electroluxcoffeemaker.jpg

Ice Maker
Makes ice.
As of January 2005, there is no evidence that these units are on the market.
http://www.applianceadvisor.com/2004Appliancephotos/electroluxicemaker.jpg

Unknown Things
Since there still a few sq ft of uncluttered space in the the Electrolux booth, they jammed in several other crazy ass appliances, including a LIVE commercial electric high-chrome cook top, a French "Battlestar Gallactica" Molteni Range for $25K - $30K, and a thingy as yet unknown to me.......but probably in the category of heat creation
http://www.applianceadvisor.com/2004Appliancephotos/electroluxmolteni.jpg
http://www.applianceadvisor.com/2004Appliancephotos/electroluxprotop.jpg
http://www.applianceadvisor.com/2004Appliancephotos/electroluxthingy.jpg

2003 Kitchen & Bath Show Introductions
Clear as Mud
"As part of an Electrolux global branding initiative" Electrolux has decided to rebrand the Frigidaire line, and the myriad of brand extensions, launch a new brand extension, launch the high-end Electrolux brand, kill the Kelvinator brand, but keep the walking-dead brands Westinghouse, Tappan, and Gibson. We are not making this up. The new brand list will be:
    Frigidaire from Electrolux
    Frigidaire from Electrolux Classic Series (new)
    Frigidaire from Electrolux Gallery Series
    Frigidaire from Electrolux Professional Series
    Electrolux (which includes Pro-style and Euro-style appliances)
    White-Westinghouse
    Tappan
    Gibson
Our first thought was rather cynical: Why are the cheapest, lowest regarded major brands in the North American market even bothering with the trouble and expense of attaching a logo?
Our second thought was more troubling: What advantage could "Frigidaire" brand gain being paired with the unknown entity "Electrolux"? Frigidaire customers couldn't give a rat's ass about "Electrolux".
The new "Electrolux" brand is being positioned as high-end high-style. To what end does one chain the "Electrolux" brand to "Frigidaire", the brand of mouth breathers? We recommend that Electrolux learn from the famous American brand strategist, Jimmy Carter who never invited his idiot brother Billy to a state dinner for a simple reason: Why remind the world that you're related?
This is an example of Electrolux Sweden creating a "global branding initiative" without considering the regional implications. This is also an indication that the management of Electrolux North America is far too weak to veto nutty "global branding initiatives".

Open letter to incoming Electrolux North America President Keith R. McLoughlin: West Point graduate B.S. in engineering
            Dear Mr. McLoughlin,
            If you will have any hope of succeeding, you must lead, not be led. Carpe Diem. Carpe Frenum.
            Of course you have your work cut out for you.

A Classic Gimmick
Frigidaire by Electrolux Classic Series is a line of appliances which revisit the 1940's or 1950's styles with the use of non-textured high gloss finishes and a raised classic "Frigidaire" logo. Do these details make a classic style?
Hi-Res Image of Classic Kitchen: http://press.electrolux.us/e016xy_images/pri/hi-rez/classicSSKitchen2.jpg
http://press.electrolux.us/media.php?id=182

Electrolux introduces Electrolux
Shown in 2003, but not available until 2004, Electrolux showed off their last best hope to extricate themselves from the sewer which is their North American existence. Very sexy, and certainly not designed in Georgia.
Products include:
Refrigeration: 23 cu ft, 36" wide Energy Star rated counter depth Side by side refrigerator. Features electronic controls, water dispenser temperature alarm, and a coated stainless steel finish probably for finger print reduction.
Wall Oven: 4.2 cu ft 30" wide wall oven with convection, telescoping rack, self clean, 3400W 8 pass bake, and 4000W broil. Also has a matching warming drawer.
36" Gas Cooktop: (6) sealed burners from 5K to 17K BTU. Knobs on front in the pro-style
36" Ceran Cooktop: (6) pot locations plus bridge element includes, (2) double ring elements 6"/9", (2) 6" elements. Knobs on front in the pro-style
Also: dishwasher, range hood, warming drawer, wine fridge
http://na.electrolux.com/
http://press.electrolux.us/e016xy_images/pri/hi-rez/eluxRefrigerator.jpg
http://press.electrolux.us/e016xy_images/pri/hi-rez/electrolux_walloven.jpg
http://press.electrolux.us/e016xy_images/pri/hi-rez/electrolux_Brand1.jpg
http://press.electrolux.us/e016xy_images/pri/hi-rez/electrolux_gas_cooktop.jpg
http://press.electrolux.us/e016xy_images/pri/hi-rez/electrolux_electric_cooktop.jpg
http://press.electrolux.us/e016xy_images/pri/hi-rez/electrolux_dishwasher0.jpg

2002 Kitchen & Bath Show Introductions
Did not show

2001 Kitchen & Bath Show Introductions
Launch of the Electrolux Brand
Now that they have repurchased their name in North America, the Electrolux brand will be used for high end European styled appliances for the discriminating appliance consumer. They'll be expensive.