Turkey’s largest domestic appliance manufacturer, Arçelik, believes its established European manufacturing presence could give it a competitive advantage over Chinese rivals as the European Union prepares tougher rules governing imports and local production.
According to a Bloomberg report published on 11 November, Barış Alparslan, Chief Financial Officer of Beko, Arçelik’s global appliance brand, believes the group’s manufacturing footprint across Europe puts it in a strong position to respond to the changing regulatory environment.
Speaking during the COP31 climate summit in Antalya, Alparslan highlighted the company’s combination of competitive manufacturing in Turkey and established production facilities in Europe.
European manufacturing could prove decisive
The EU is considering measures designed to strengthen European manufacturing, reduce reliance on imports and address the environmental impact of products entering the market.
Two important developments include the proposed expansion of carbon-related import costs through the Carbon Border Adjustment Mechanism (CBAM) and the wider ‘Made in Europe’ initiative, which aims to give greater support to products manufactured within Europe.
For Arçelik, having existing factories across Europe could make adapting to these requirements easier than for manufacturers relying heavily on exports from China.
The company also believes its established brand recognition, particularly through Beko, provides an additional advantage. Strong consumer awareness could help protect pricing and support the delivery of after-sales services as competition intensifies.
A changing competitive landscape
The developments could have important implications for the European white goods industry, where Chinese manufacturers have been expanding their presence and competing aggressively on price.
However, the proposed changes are not without risks for Turkish manufacturers. Turkey is an important supplier to the European appliance market, and additional trade or environmental requirements could also affect companies exporting from the country.
Arçelik’s European production network may therefore become an increasingly important part of its competitive strategy.
Financial pressures remain
Despite its confidence in the European market, Arçelik continues to face financial challenges.
The company reported a net loss of 6.21 billion Turkish lira in the third quarter of 2026, compared with a loss of 2.67 billion lira during the same period last year.
High interest rates in Turkey and subdued domestic consumer demand are adding to the pressures facing the manufacturer.
What this means for the white goods industry
The debate over European manufacturing, carbon emissions and import regulations could reshape competition across the domestic appliance sector.
For manufacturers, the location of production may become almost as important as manufacturing costs, brand strength and product innovation.
Arçelik’s position highlights how established European manufacturing operations could become a significant advantage as the EU looks to strengthen its industrial base and reshape its relationship with overseas suppliers.
For the wider white goods industry, the question is whether Europe’s changing regulatory landscape will create a more favourable environment for established European manufacturers or introduce additional costs and complexity across the supply chain.
