AEG launches ‘Challenge the Expected’ to reenergize brand


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

“AEG exists to redefine what you would expect from household appliances.” says, Luke Harding, General Manager UK & Ireland. “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.”


Premium, award-winning, innovation

The brand platform is brought to life by innovative products across different categories, with many winning prestigious design awards. The AEG Matt Black Collection, a range of kitchen appliances, holds RedDot’ and “iF product design awards (2020) as a testament to technical innovation and premium design. 

The AEG SensePro hob features a world-first wireless and battery-less probe, (inserted within a pot or pan when in use), that communicates directly with the hob. This innovation sets and maintains the exact temperature of food, delivering rare/medium/well done to the degree. The sous-vide functionality makes this the ultimate assisted cooking experience. 

The connected AEG CookView® oven offers an integrated core temperature sensor.  Whether roasting or grilling meats, baking bread, creating delicate desserts or using the sous-vide feature (as found in professional restaurants) intuitive support is built in. The CookView® camera in the oven handle keeps 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 takes the effort out of loading and unloading the dishwasher. The unique technology lifts the lower rack in one effortless motion for improved access to dishes and now features QuickSelect, a full touch intuitive user interface that selects the desired time on a touch slider to provide even more help when doing dishes.  The connected dishwasher also takes the guesswork out of optimal use and maintenance. Used with the ‘My AEG’ app, step by step guidance is provided so the dishwasher always runs at its best. 

AEG Care highlights

The connected AEG 9000 Premium Edition is a true design statementFeaturing black stainless steel, aluminium dial and white LEDs, the 9000 washing machine and 9000 tumble dryer bring the best technology from AEG washers and driers together for the first time in an enticing aesthetic. 

The result is 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 and will be ready. 

AEG’s AutoDose feature, also a RedDot design award winner, provides washing confidence. Load the machine as normal and the unique sensor technology will automatically adjust the water, energy and the time of a wash.  Based on this, the precise and optimum use of detergent will be then be dosed into the cycle, protecting and nourishing clothes, leaving you with a wardrobe that feels like new wash after wash.

Last, but by no means least, the AEG QX9 is AEG’s most stylish, accessible and silent cordless stick vacuum cleaner ever. Inspired by premium home interiors, the QX9 is designed to fit seamlessly into the modern urban home. Engineered to incorporate premium anodized aluminium and with a leather inspired finish, this stick cleaner is the ultimate cleaner. Lightweight and versatile, cleaning has never been so effortless.



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