This article opens the rubric “Research the brand”. Here we will talk about various brands in the field of household appliances – both well-known and not so well-known. We start with a brand that cannot but be of interest: a German product, world-wide fame, the height of technical thought and design art. Exploring the AEG brand.

What does anyone who knows at least a little about household appliances know about him? This is the premium brand that first comes to mind when talking about top-end home appliances and the word “quality”. This is a company that you can definitely trust, which is what the whole world does, including the company’s compatriots known for their high demands – the Germans: this brand clearly dominates in the local market. Also, AEG is not only reliability, but also guaranteed freshness, modernity, use and implementation of the latest research and technologies.

But before we talk about new products and technologies, let’s start our study, as expected, from the beginning.

Story

The history of AEG begins in 1881, when a young German entrepreneur, Emil Rathenau, at the International Electrical Exhibition in Paris, got acquainted with the invention of Thomas Edison – an incandescent lamp. After evaluating the invention, he buys a patent for its use in Germany and, upon returning, establishes DEG – Deutsche Edison-gesellschaft, the “German Edison Society”, which later becomes the “German Edison Society for Applied Electricity”.

In 1887, Rathenau finally got rid of the participation of the American Edison Society and renamed the company the General Electric Society. Despite the fact that Edison was no longer in the name, only one letter was changed in the abbreviation: Allgemeine Elektrizitäts-Gesellschaft – AEG. Deutsche Bank and Siemens participated in the establishment of the new company with money. The latter, as it turned out later, is to its own misfortune: by the beginning of the 20th century, the dynamically developing AEG will overtake the conservative Siemens in almost all areas of activity.

At about the same time, Russian engineer and designer Mikhail Dolivo-Dobrovolsky came to work at AEG. What is curious: he ended up in Germany because he decided to continue his studies there, since he was expelled from the Riga Polytechnic Institute for anti-government agitation – without the right to enter any other Russian university. Thus, Russia lost a future revolutionary, and Germany acquired a talented engineer.

At AEG, Dolivo-Dobrovolsky invents a three-phase asynchronous electric motor. Here, history has demonstrated a peculiar irony: the fact is that at that very time there was a “war of currents” – a tough struggle for the consumer was unleashed by supporters of the use of direct current (led by Edison) against supporters of alternating current. And Edison had a DC motor, while his opponents did not have “their” motor until then. Thus, in the bowels of the former German Edison society, one of the technologies was developed that contributed to the loss of Edison himself.

In 1888, the company conducts electricity in Berlin and illuminates the Unter den Linden boulevard, and in 1889, at the international Berlin exhibition, it presents the first electrical appliances: irons, kettles, curling irons and egg cookers.

In 1891, during the international exhibition in Frankfurt am Main, AEG demonstrates the first experience of transmitting electricity over a long distance: from a hydroelectric power station located at a distance of 170 km, electricity was supplied to the exhibition pavilion, which rotated an electric motor with a capacity of 100 hp. with., with the help of which the pump pumped water, creating an artificial waterfall. Some believe that from this moment the beginning of the era of electrification should be counted.

In 1903, under strong pressure from Kaiser Wilhelm II, AEG and Siemens, who have long been competitors, together create another legendary company of the 20th century – Telefunken. The authorized capital amounted to an impressive 300 thousand gold marks at that time, the “sworn friends” divided the shares in it equally. Subsequently, AEG will buy out the Siemens stake, making Telefunken a wholly owned subsidiary.

And Mikhail Osipovich Dolivo-Dobrovolsky in 1909 was appointed director of AEG, where he worked until the end of his life.

Many bright personalities worked in AEG, but if you single out the stars of the first magnitude, then the next one worth mentioning is Peter Behrens. Known primarily as an architect, he was one of the pioneers of modern industrial architecture and design.

AEG hired him as an artistic consultant, and under his leadership, the company made what was probably one of the first “rebrands” in the world: everything from office buildings and stores to advertising, products and their packaging was done in a single branded style. He also created the AEG logo, and although the logo itself has since changed several times, the font designed by Behrens was used until 2016.

In Russia, the work of this outstanding architect and industrial designer is easiest for Petersburgers to get acquainted with: it was he who designed the building of the German embassy on St. Isaac’s Square.

At the beginning of the 20th century, super-large corporations were in vogue, which were engaged in a variety of activities, but, as a rule, still united according to some principle. AEG becomes an “electric supergiant”: it participates in the work of the research society for electric high-speed railways, cars and even aircraft are produced at the company’s factories.

Traditionally, the line of household appliances does not go unnoticed: in 1912, AEG released the first electric refrigerator, in 1924, the Vampyr electric vacuum cleaner. Production is transferred to the most progressive method – the assembly line.

By the way, AEG invented not only the electric hair dryer, but the word itself.

A new fashion created by AEG is built-in appliances. In 1935, one of the first built-in refrigerators was released.

The Second World War did not bring anything good to any giant of German industry, and AEG was no exception: even the head office remained in East Germany. However, the company quickly recovered, largely due to the income of Telefunken, which was now wholly owned by it. At the peak of its achievements, in 1970, AEG had 178,000 employees and was even engaged in the development and construction of a nuclear power plant with a unique boiling-type reactor of its own design.

But the main activity of the company remains household appliances: the AEG Hausgeräte division is engaged in the production of washing machines, refrigerators, stoves, ovens, hobs and other household and kitchen appliances.

The illustration above is essentially the first fully automatic washing machine in the way we are used to: with a transparent hatch, a powder compartment, and so on. The name “Lavamat” has become a household name in Germany – it is with this word that many Germans call a washing machine, as we often call any copier “copier”.

The crisis came for obvious reasons: the enterprise became so large that it ceased to be manageable. Expensive projects (like a nuclear power plant) turned out to be unprofitable, and these losses increased. The company was divided into several parts according to the lines of activity, and different fates awaited them. For example, the power tool division is still an independent company.

AEG Hausgeräte – household appliances – in 1995 became part of the Electrolux concern, which gave a new impetus to development, since until that moment Germany had been the main sales market, and as part of Electrolux, AEG branded appliances began to be sold almost all over the world.

At first, old factories were involved, but gradually the production of equipment under this brand began to be transferred to Italy, Poland and Hungary. In 2007, the last AEG washing machine rolled off the assembly line at the Nuremberg plant, leaving the German plant alone: the Rothenburg ob der Tauber plant, which manufactures ovens, cookers and hobs. Nuremberg production was moved to Poland, but with the preservation of all the experience and developments of German engineers.

Present: approaches and technologies

As mentioned above, now AEG-branded equipment is produced mainly at Electrolux factories in Italy, Poland and Hungary. The brand inside Electrolux itself is positioned exclusively as a premium one: if Electrolux produces equipment of different price segments under its own brand, then only top-end ones under the AEG brand. At the moment, the range of the brand is as follows:

• Cooking technology
  • Ovens
  • Hobs
  • microwaves
  • Plates
  • Hoods
  • Vacuum sealers
• Refrigeration and freezing
  • Rapid Cooling and Freezing
  • Single chamber refrigerators
  • Freezers
  • Refrigerators with freezer
• washing dishes
  • Dishwashers
• Wash
  • Washing machines
  • Drying machines
  • Washing machines with dryers

Today’s AEG home appliances offer not only the traditionally high quality of workmanship, but also elegant appearance, attention to detail and ease of household use. All this guarantees that having invested a lot of money in the purchase of equipment of this brand, the user can be sure that it will not only work for a long time, but also will not irritate or get bored.

Manufacturability is one of the most important parameters that characterize the brand. In each of the two most important areas – kitchen appliances and clothes care devices – the company is at the peak of modern trends and one step ahead of the market novelties offered by its main competitors.

In the field of cooking, AEG offers to follow the latest knowledge that has been obtained and developed in recent years by the best chefs around the world: these are steam technologies, precise temperature control inside cooked dishes, work with vacuum, modern trends in the field of refrigeration and the speed of freezing food.

The second direction of AEG development is the creation of a new approach to clothing care. The company is challenging even traditional care labels for modern clothing, including designer and delicate fabrics. Washing and drying devices allow you to work at low temperatures, refuse to hand wash even the most delicate things thanks to gentle modes, clean things at home that previously required dry cleaning, are able to distribute detergents well, preserve colors, do not overdry and do not “overwash” .

We hope that soon the team of the “Comfortable Home” section on iXBT.com will get a detailed acquaintance with AEG devices. In the meantime, let’s just briefly go over the functions of the devices that we considered the most interesting of those announced on the website of the company and its partners.

Ovens

There are things here that you generally expect from a premium oven: even distribution of hot air, SoftClosing door, convenient grills and telescopic racks.

But there are also features: the built-in temperature probe will allow you to easily achieve the desired roasting, the Sous Vide mode – cook food in a vacuum at a given temperature with an accuracy of 1 degree, preserving all the juices and getting the opportunity to enjoy the texture that was previously available only for the restaurant market.

SteamPro multifunctional ovens work with steam in a new way: there is a humidity sensor that allows you to organize the supply of the right amount of steam, which speeds up cooking in different modes, improves the quality and volume of baking, provides the ability to obtain the most delicate texture of vegetables and fish, thicken and poach, and also creating a ruddy crust on the meat.

And the “smart” function of the oven allows you to set the parameters and characteristics of dishes through the application, as well as use ready-made recipes – moreover, the oven will set the optimal temperature and humidity for each of the dishes.

Hobs

AEG offers both gas and electric hobs, but the top of the progress is, of course, induction.

AEG panels, in addition to the advantages common to induction cookers (instantaneous heating using the PowerBoost function, the ability to pause during the cooking process, ease of care and heating only dishes and products, and not the surface itself), have a number of serious differences that distinguish them from competitors.

Firstly, it is the convenience of control, sensitivity and accuracy of maintaining the temperature. Secondly, aesthetics: the panels are ultra-thin, can be installed in the thinnest and most elegant countertops, do not require ventilation from the front. The “smart” component is also interesting: the panel can remotely turn on the hood and adjust its intensity using the Hob2Hood function.

The most technologically advanced is, perhaps, the SenseBoil function. It allows you to use the vibration sensor to determine when the water in the pot boils, and automatically reduce the heat level to a controlled boil.

Dishwashers

Among the most striking features of AEG dishwashers, we would name the ComfortLift design solution: this feature allows you to raise the lower basket when loading and unloading dishes.

It is difficult to surprise a person who chooses a dishwasher with words about gentle washing: everyone promises it. The AEG has SoftGrips rubber clips that hold glasses and wine glasses, as well as a SoftSpikes device that prevents the glasses from rotating. They promise the opportunity to work with the thinnest crystal – we hope to verify this with the help of tests.

With the AirDry drying system, the quality of drying dishes is ensured, which can be used immediately after washing. 10 minutes before the end of the cycle, the machine door opens automatically to allow fresh air to circulate.

And new models of AEG dishwashers are controlled using QuickSelect – a touch slider, where the main parameter set by the user is the duration of washing, and to specify the desired, option sensors are used – intensive washing, glass, especially quiet operation and so on.

Washing machines and dryers

It would seem that a washing machine is a fairly simple device in which everything has long been invented. But it seems that there is something new here, AEG does not stop.

Now it is important to take care of clothes. The company participates in the Care Label project, which aims to change people’s attitudes about how to take care of clothes, regardless of what is written on the tag. Modern technology is ready to gently wash and dry woolen and exclusive designer products, as well as to minimize the number of things that need dry cleaning and hand washing.

For safe washing, a gentle cycle and low temperatures are used, instead of ironing, a separate steam treatment program is possible – it sounds nice, the iXBT.com team can’t wait until we can try all this in practice and tell readers.

So far, we have identified the following innovations: SoftWater technology eliminates impurities in the water that can damage the material, which allows better dissolution of detergents and washing in cold water. In AEG washing machines with ÖKOMix technology, the detergent is mixed with water before washing, and before the last rinse, the conditioner is pre-mixed with water, and only after that they enter the drum. As a result, the detergent and conditioner are already activated on the laundry, which helps to protect the fibers of the fabrics.

Dryers, on the other hand, are equipped with humidity and temperature sensors to adjust the drying time depending on the batch of laundry – AEG promises that things will never be overdried and will retain their appearance for a long time. AbsoluteCare technology announces precise control of the rotation and temperature of the dryer drum, which made it possible to provide special programs for wool, silk and even outerwear – in the latter, according to the manufacturer, membrane fabrics are restored. We hope to somehow investigate this process by our laboratory.

The tumble dryers are also AEG’s characteristic focus on convenience and beauty. In addition to touch control panels, aesthetic and ergonomic at the same time, they are also equipped with an installation kit for installing the dryer on the washing machine, while the door can be moved to the desired side. Dryers and washers have a single design and a special set of programs focused on sharing: they both washed and dried the entire bookmark at the same time and in the appropriate mode.

The official Russian website of AEG is www.aeg.ru.

The brand’s products are sold in kitchen showrooms and M.Video stores.