Unique Structural Position

Whirlpool Corporation is committed to delivering significant, long-term value to both our consumers and our shareholders. For consumers, we deliver value through innovative, high-quality products and services that improve life at home. For our shareholders, we remain committed to our four fundamental pillars—maintain our global leading scale, have the best brand portfolio, advance our track record of innovation and hold the best cost position in the home appliance industry.

Unique Structural Position

  • Global Leading Scale
  • Best-Cost Position
  • Accelerating Our Pace of Innovation
  • Best Brand Portfolio


We hold the number one share position in six of our ten largest countries by revenue(e).

North America
Latin America
Europe, MIDDLE
Company in Asia


  • Our Vision
    Be the best kitchen and laundry company, in constant pursuit of improving life at home
  • Our Mission
    Earn trust and create demand for our brands in a digital world
  • Our Values
    Integrity, Respect, Inclusion & Diversity, One Whirlpool, Spirit of Winning

Strategic Imperatives

  1. Deliver Product Leadership
  2. Redefine What Product Is
  3. Win the Digital Consumer Journey
  4. Reinvent Our Value Chain

Best-Cost Position

Leading scale combined with advanced productivity tools, aggressive indirect spending discipline and product architecture modularization has provided us with the ability to produce efficiently and cost-effectively in our regions. Our unique global position empowers Whirlpool Corporation to deliver long-term results by producing and marketing the right products at the right time throughout the world.

We have a proven track record of consistently driving cost and complexity out of our business. In 2020, we successfully executed and delivered our $500M+ cost takeout program, offsetting the impact of COVID-19 and structurally improving the company's margin profile.

Long-term goals

~10% EBIT

(Ongoing Earnings Before
Interest and Tax)

6%+ FCF

(Free Cash Flow as
% of Net Sales)


Annual Organic
Net Sales Growth


Return on
Invested Capital


(e) Share positions based on 2020 Euromonitor data.