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Industry News

Published on December 2nd, 2020 | by The GC Team


AEG launches ‘Challenge the Expected’ to reenergize brand

AEG has launched a new brand platform, “Challenge the Expected”, that the brand says “focuses the attention on its premium, multi-category home innovation with a stylish edge.”

The brand platform encompasses innovative products across different categories, highlighting the brand’s array of prestigious design awards, including RedDot and iF accolades, and emphasising the AEG track record of technical innovation and premium design. 

Products within the platform include:

AEG SensePro hob featuring a world-first wireless and battery-less probe that sets and maintains the exact temperature of food;

AEG CookView® connected oven offering an integrated core temperature sensor, sous-vide feature and the CookView® camera in the oven handle to keep an eye on food as it cooks, providing a connected view delivered to the ‘My AEG’ app on a smartphone;

AEG 8000 ComfortLift® dishwasher with QuickSelect, the world’s first award-winning ComfortLift® dishwasher;

The connected AEG 9000 Premium Edition featuring black stainless steel, aluminium dial and white LEDs, and bringing the best technology from AEG washers and driers together for the first time in a unified aesthetic. Matching, synchronised cycles for a ‘seamless flow’ laundry concept of washing and drying. Specifically, one fully automated ‘My wash/My Dry’ program covers the use of both machines to get the best results for clothing. Program updates are accessible through the ‘My AEG’ app so that users know how the cycle is progressing;

AEG QX9 lightweight silent cordless stick vacuum cleaner.

Luke Harding, General Manager UK & Ireland, said: “AEG exists to redefine what you would expect from household appliances. We are a brand that challenges the boundaries of everyday life. Ever since the brand was founded in Berlin in 1883, we have refused to settle for ‘good enough’ and are driven to provide uncompromising innovations for the home. 

“‘Challenge the Expected’ is a mantra AEG lives by, and now we’re illustrating this mind-set in a credible yet creative way which, testing* has shown, truly resonates with consumers.”

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