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AEG have gone from an incisive profile through commitment to German brand heritage to Electrolux, the world's leading domestic appliance manufacturer.

AEG, having been a part of the world's largest domestic appliance group, Electrolux AB (with its registered office in Stockholm Sweden) since 1994, and are continuing to develop its prominent market position for domestic appliances. Two years ago, Electrolux began to strategically develop the AEG brand, which is clearly expressed by the new slogan: Perfect in form and function. Electrolux is using this slogan to propel its German premium brand, focusing on performance and quality-oriented consumers.

As a result of its comprehensive revision in 2003, the brand is exhibiting more profile by consciously invoking the values that have developed since its foundation in 1889: Technical fascination, quality, longevity and a clear, structured design. Using these values, which are based on extensive consumer studies, AEG has presented itself throughout Europe as a top brand for sophisticated, performance-oriented consumers.