While maintaining its leadership position in Turkey as well as
being the third biggest consumer durables company in Europe
in terms of sales volume, Arçelik A.Ş. (“Arçelik”) also continued
to hold a significant lead in the Romanian and South African
markets, with its Arctic and Defy brands, respectively.
In line with its international expansion strategy, Arçelik acquired
Dawlance, Pakistan’s leading consumer durables company.
Beko, Arçelik’s global brand and the leader in the European
freestanding white goods market, continued to increase its
market share in Europe while maintaining its price index. As
the 2nd largest white goods brand in Europe, Beko continued its
successful performance in major markets such as France, Poland,
Spain, Germany and Italy; and further solidified its leadership
position in the UK’s built-in appliances market by increasing its
Arçelik boosted its export volume in Southeast Asia in line
with its market diversification strategy. In 2016, the Company
commenced mass production at its Thailand factory and bolstered
its market presence in the region by establishing new sales and
marketing companies in Malaysia and Vietnam.
Grundig, the only European manufacturer to offer products in all
categories of home electronics, maintained growth in Germany,
Scandinavia, and the United Kingdom. The Company also
introduced its white goods portfolio to consumers in Spain, Italy,
Belgium, Croatia, France, Austria and South Africa.