Brand Leadership

Our strong brand portfolio allows consumers to choose from distinct products designed for their specific needs. Consumers can be confident knowing when they invite any of our brands home, each product gets right to work and keeps their lives running smoothly.

Our portfolio encompasses each brand’s unique position founded on consumer insights. Every brand connects to our consumers in meaningful ways that matter to them and better their lives.



In North America, Maytag brand transformed the widely known Maytag Man through award-winning advertising depicting him as the appliances while demonstrating and symbolizing the heart of reliability, durability and power.



In North America, Maytag brand transformed the widely known Maytag Man through award-winning advertising depicting him as the appliances while demonstrating and symbolizing the heart of reliability, durability and power.

EMEA’s Goddess emerged as an aspirational symbol and is now trusted as one embodying the knowledge, sensitivity and intuition of the Whirlpool brand.

The Brastemp brand in Brazil fortified its brand personality through a colorful new online, print and television campaign illustrating impeccable results that enhance consumers’ experiences.

A HISTORY OF GLOBAL INNOVATION

With its German slogan Mehr als Technik, which translates as “beyond technology,” the Bauknecht brand covers countries from Europe to Asia. For the past 95 years, the brand has been committed to its founder’s goal of making housework and everyday life easier by supplying intelligent technical solutions. The new PremiumCare laundry pair sets the standard for contemporary, distinctive design, intuitive usability and technology.



AWARD WINNING INNOVATION

The Bauknecht PremiumCare washing machines and dryers won the iF Design Award as well as the Red Dot Product Design Award in 2015. The two internationally recognized awards are for outstanding design achievement.

Our DIQUA brand debuted its 377 Series washing machine, providing consumers in China an easy-to-use, large LED display and touch-control solution. Designed for people on the go, it dispenses the precise amount of laundry detergent.


A LEGACY OF COOKING INNOVATION CONTINUES

Jenn-Air brand makes luxury kitchen appliances known for sophisticated design, innovative technology and exceptional performance. The brand first became known for creating the legendary downdraft cooktop in 1961, as well as for bringing convection cooking into the home. Jenn-Air now makes appliances for the entire kitchen, from powerful professional-style ranges to stylish built-in refrigerators.

The brand’s new, sleek dual convection wall ovens feature wireless connectivity and a fully functioning application for iOS and Android® devices. The oven’s app gives users control of its functions and performance, including the unique Jenn-Air Culinary Center, directly from their smartphones and tablets. The new connected wall oven — designed to connect with consumers wherever they are.

INNOVATIVE SOLUTIONS
From expected superior performance to unexpected conveniences to first of its kind functionality, we carefully incorporate modern concepts into each product.



The KitchenAid made-to-measure stainless-steel blocks offer our European consumers the ultimate in flexible cooking design. Customizable by length, width and thickness and with a full line of appliances and accessories — including wooden cutting boards and knife holders — the cooking workstation is easy for home chefs to design. The gas or induction hobs offer professional performance, care­fully crafted artisan quality and iconic design

After more than 60 years of creative ideas, the Consul brand is present in more than half of Brazilian homes. Consul offers appliances that integrate modern appeal with ease of use, as is evident in its new line of ranges. Consumers can choose from 10 different models, each featuring intelligent design and ease of cleaning.