Samsung has once again been named Italy’s favourite brand for refrigerators and washing machines, according to the 2025 Ipsos Brand Attitude survey. The study, conducted in 30 countries, measures brand strength through indicators such as the Most Preferred metric — a spontaneous, single‑answer question asking consumers which brand they favour above all others.
Samsung has held the top spot in both categories since 2018.
“We have been the reference brand in the Refrigerator and Washing Machine categories since 2018,” said Daniele Grassi, Vice President & Head of Home Appliances at Samsung Italy. “Such a long‑lasting result shows that consumers are more than satisfied and recommend us to others.”
Grassi added that Samsung’s leadership reflects a shift among Italian consumers who now view appliances — with lifespans of 7–10 years — as long‑term investments, prioritising performance and quality over price alone.
Tag Archives: Samsung
Samsung Named “Most Loved Home Appliance Brand” in Australia
Samsung Electronics has earned top honors as the “Most Loved Home Appliance Brand” at the 2025 Customer Satisfaction Awards, hosted by Finder—one of Australia’s leading consumer review platforms.
Renowned for its rigorous evaluations, Finder empowers Australian consumers by assessing brands across key categories like home appliances, helping shoppers make confident, informed decisions. Samsung’s recognition reflects its commitment to innovation, reliability, and customer satisfaction in the everyday lives of Australians.
Whirlpool Accuses Samsung and LG of Dodging Tariffs via Transfer Pricing
Whirlpool has filed a complaint with U.S. authorities, alleging that Samsung and LG’s American subsidiaries manipulated internal “transfer pricing” to lower tariffs on imported appliances. By undervaluing goods shipped from overseas units, Whirlpool claims the companies reduced their tax burden unfairly.
The complaint was submitted to the White House and U.S. Customs in August, reigniting tensions in a market where Samsung and LG now hold a combined 36% share, compared to Whirlpool’s 20%.
Both Korean firms deny wrongdoing, citing compliance with U.S. tax laws and highlighting their investments in domestic manufacturing.
Whirlpool’s move could influence future tariff policies and intensify scrutiny of multinational pricing strategies.
Samsung and LG Bring Smarter Living to IFA 2025
At IFA 2025 in Berlin (Sept. 5–9), Samsung and LG Electronics will spotlight their latest AI-powered home appliance innovations, aiming to redefine everyday convenience and efficiency.
Samsung will present its “AI Home — Future Living, Now” experience, showcasing bespoke appliances integrated through SmartThings. The company’s ambient AI vision, introduced at Galaxy Unpacked, positions the smartphone as the central hub for connected living—anticipating user needs and streamlining daily routines.
LG Electronics returns with the “AI Appliances Orchestra,” unveiling 25 new high-efficiency products tailored for European homes. Its ThinQ On platform will demonstrate seamless connectivity across devices, emphasizing practical applications of AI in real-life settings.
Both companies are doubling down on the European market amid profitability concerns and rising competition, using IFA as a strategic platform to engage directly with consumers and partners.
Samsung Partners With Jamie Oliver
Samsung Electronics Co., Ltd. today announced a partnership with chef, restaurateur and cookbook author Jamie Oliver, which will bring an exclusive new range of simple, easy-to-make, family-friendly recipes to Samsung’s Bespoke AI appliances and smart devices.
Jamie designed the new recipes with Samsung’s AI technology in mind, and how it can help us live smarter; from ovens that cook two dishes at two different temperatures at once, to refrigerators that suggest recipes based on the ingredients you already have at home.
Samsung Launch Slim Combo and Washer Models in the UK
Samsung has launched its new Slim Combo and Washer models in the UK, focusing on energy efficiency, space saving, and smart connectivity. These appliances feature SpaceMax™ technology for a larger drum in a slimmer 480mm depth, saving 12.7% space compared to standard models while maintaining a 9kg capacity. AI Ecobubble™ ensures efficient cleaning, exceeding the A energy rating by up to 10% and improving stain removal and fabric care. SmartThings integration with AI Energy Mode allows users to monitor and reduce energy consumption by up to 70% on select cycles. Clothing Care on SmartThings provides personalized laundry recommendations based on usage, weather, and seasonality. The AI Wash feature intelligently optimizes water usage, and the Auto Dispense now offers a flex option for up to four different detergent types.
AWE 2025
Leading global electronics giants Samsung and LG are showcasing their latest innovations at the Appliance and Electronics World Expo 2025 (AWE) in Shanghai. The exhibition features home appliances specifically designed for the Chinese market alongside cutting-edge AI-powered home experiences from both companies.
Samsung’s expansive 1,512-square-meter booth highlights its “AI for All” vision, presenting its Bespoke AI appliance lineup and interconnected scenarios. Key products include the new Bespoke AI hybrid refrigerator with a 9-inch screen and the Bespoke AI combo washer-dryer featuring a 7-inch display, both emphasizing AI-driven usability. Samsung is also introducing the space-saving Kitchen Fit Max refrigerator tailored for Chinese kitchens and other Bespoke appliances like a slim washing machine and the AI Steam floor cleaner.
LG Electronics, with its 1,104-square-meter exhibition under the theme “Affectionate Intelligence for Diverse Lifestyles,” is demonstrating its AI-centric home solutions. The LG ThinQ On, an AI home hub utilizing speech, action, and environmental recognition to manage connected devices, takes center stage. LG is also emphasizing its AI core technology integrated into appliances like AI DD washing machines and smart air conditioners. Furthermore, LG is presenting energy-efficient premium appliances and customized home setups catering to various lifestyles, including families, newlyweds, seniors, and pet owners.
AWE, recognized as one of the top three global consumer electronics shows, alongside CES and IFA, anticipates over 360,000 visitors and hosts around 1,000 participating companies this year.
Mauro Porcini has been announced as the chief design officer at Samsung.
The position, newly created for Porcini, is his third time establishing a chief design officer role at a major company—following 3M and PepsiCo. It’s also the first time that Samsung has hired a foreign design lead.
It’s a bold move at a time when Samsung’s business is facing “crisis”-level headwinds. The company just lost its co-CEO Jong-Hee to cardiac arrest. Meanwhile, it’s shed marketshare in semiconductors to competitors, all while China is becoming better and better at building almost everything. And Samsung’s Mexico-based production (which represents a significant part of the business) faces 25% tariffs under the Trump
Samsung lags behind LG, Bosch in Consumer Reports
Samsung has fallen behind its competitors in Consumer Reports’ sixth annual appliance brand reliability rankings.
Consumer Reports (CR), the largest nonprofit consumer organization in the U.S. with six million members, is known for its independent product testing based on consumer feedback and expert assessment. Unlike institutions and influencers who receive free products for reviews, CR’s testing is highly trusted and credible.
According to a CR report released last month, Samsung Electronics was ranked 21st out of 26 appliance brands. Speed Queen, an American laundry machine manufacturer, claimed the top spot, followed by LG Electronics in second place. Other brands that outperformed Samsung include Whirlpool (12th), GE Appliances (13th), and Bosch (15th).
The rankings were based on survey data collected from CR members, covering 417,629 kitchen and laundry appliances purchased between 2013 and 2023. The ratings considered consumer satisfaction and predicted reliability, including the frequency of appliance breakdowns.
Samsung’s kitchen appliances, in particular, scored poorly. In a consumer satisfaction survey covering dishwashers, ranges, double-door refrigerators, French-door refrigerators, and cooktops, Samsung products received scores between 15 and 19 out of 100, placing them at the bottom. Even in other kitchen categories, Samsung’s highest score was just 46, significantly trailing its competitors.
Frequent breakdowns also hurt Samsung’s predicted reliability scores, with half of its kitchen appliances scoring below 50 in this category. Notably, Samsung’s dishwashers, which ranked last, had high rates of issues such as poor washing and drying performance, drainage failures, and defective dish racks. In contrast, Bosch and Miele’s dishwashers had the lowest rates of performance issues and breakdowns.
Samsung’s robot vacuum cleaners received a consumer satisfaction score of just 9 out of 100, while its washing machines scored in the low 20s to 40s, and dryers landed in the low 30s, placing Samsung well below many of its competitors.
Samsung manufacturing relocation
Samsung and LG Electronics are reportedly considering relocating some of their home appliance production from Mexico to the U.S., according to South Korean media outlet The Korean Economic Daily, as cited by the Central News Agency.
This move is in response to U.S. President Donald Trump’s announcement of a 25% tariff on products imported from Mexico and Canada, starting February 1. Samsung may move its dryer production line to South Carolina, while LG is considering transferring its refrigerator production line to its Tennessee factory.
Samsung states it will monitor the situation closely and adapt as needed. LG plans to adjust its production systems and locations to respond to market changes effectively.
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