Electrolux, a multinational company, finds itself in a challenging situation during the first quarter of 2024. Let’s delve into the details:

Financial Losses:
The company reported an operating loss of 720 million crowns for Q1 2024, a significant increase compared to the previous year’s loss of 256 million crowns.
This financial setback was partially offset by a decline in raw material prices.
Reasons Behind the Crisis:
Intense Competition: Electrolux faces fierce competition, particularly from Chinese competitors.
Promotions and Cost Pressure: To remain competitive, the company has had to run continuous promotions. Additionally, families worldwide have shifted toward low-cost products, impacting premium household appliances under the Electrolux brand.
North America’s Struggle:
North America, once a profitable market for Electrolux, now faces challenges.
Despite cost-cutting efforts, thousands of layoffs did not translate into profits due to high price pressure from Asian chains and importers in 2023 and Q1 2024.
Leadership Change:
CEO Jonas Samuelson has resigned, leaving the company.
The new organizational structure aims to streamline operations and reduce costs.
Speculation on Buyers:
Midea and Haier are rumored to be potential buyers for Electrolux.
In summary, Electrolux grapples with financial losses, leadership changes, and a tough market environment. The road ahead involves strategic decisions and adaptation to remain competitive in the global landscape.