More than a tsunami, it was a massacre. Over 20 mega managers – 22 to be precise – of the multinationals of major appliances andConsumer electronics they have been removed, promoted, moved elsewhere or, most, politely “dismissed” or “resigned”.
What surprised analysts was that these high-altitude movements did not occur over a period of years, as usually happened, but rather in just over twelve months, between 2025 and early 2026. And not always due to their own shortcomings.
Beko Global: CEO Bulgurlu departs and balances things in Europe
The last change concerns the CEO of Beko Global, Hakan Bulgurlu, who wanted to communicate it directly: “Twelve years is a long time to carry a flag. It is also the right time to pass it on,” he began. “After 12 years as CEO of Beko and 32 years at the Koç Group, I will hand over the role to Can Dinçer at the next Shareholders' Meeting. This is a planned and positive transition, based on continuity. I will remain on the Board of Beko BV until June to support a smooth handover.”
The new CEO of Beko Europe arrived on October 1st, Akin Garzanli, in place of Mehmet Ragip BalcioğluBulgurlu's other important position, that of president of Applia Europe, the European association of the sector's industries. According to rumors, the position should go to Reinhard Zinkann, ad of Miele.
Bulgurlu leaves a significant mark on Beko: by focusing on sustainability as a strategic priority, he has renewed the image, vision, and ambitions of a group previously considered a subcontractor, albeit an excellent one.
Beko and Whirlpool EMEA: risks for Italy and concerns about cuts and investments
Garzanli's arrival at Beko Europe could indicate a change in strategy after the difficulties recorded in terms of turnover, profits and integration following the acquisition of 70% of Beko Europe's EMEA activities. WhirlpoolA joint venture led and signed by Bulgurlu that proved more complex and risky than the agreement's optimistic promises.
The company is keeping quiet. But there's widespread fear among industry insiders that cuts and lack of investment could continue with even greater intensity, belying the promises made about the future of the Italian sites. "Dinçer is the numbers man," he observes. Augustine Breda Electrolux RSU -. The unions accuse the new management of proceeding at two speeds: fast on staff cuts, slow on promised investments. Beko Europe's 2025-2027 Industrial Plan reflects a centripetal strategy: concentrating production where there is high added value and cutting where costs are unsustainable.
Electrolux: Global Reorganization and Class Action in the United States
In the name of operational efficiency, 2025 and 2026 see significant changes at the top emea, America Latina e North part AmericaIn the United States, the new manager will face a class action lawsuit related to the glass on some Frigidaire-Electrolux oven models, which are said to have a tendency to explode unexpectedly. The stated goal remains the same: further cost reduction.
Whirlpool has been skipping management for years, and Haier has also added new hires.
After years of constant turnover in regional CEOs, Whirlpool has also replaced James Peters, historic financial director and president of Whirlpool Asia. The resignation of the Italian is also recorded Alessandro Perucchetti, president of North America, as well as further internal reorganizations. New appointments also concern the KitchenAid brand, which continues to outperform its parent company.
At Haier, Junmin Shen joined the Senior Leadership Team as CFO in July 2025. New roles also for Knight (Chief Digital Experience Officer), Paul Berti (IT Director), Marco Bellinzona (Chief Aftersales Officer) and Simona Baltateanu (Product Line Leader).
Samsung and Panasonic: Asian top management reorganizations
Samsung Electronics returned to the dual-CEO system in the 2026 executive reshuffle, accompanied by a management strengthening in artificial intelligence and semiconductors.
Panasonic is instead implementing a comprehensive restructuring, with new presidents for the operating companies and the holding company effective April 1, 2026. Key appointment: Akira Toyoshima to lead the reorganized Panasonic Corporation.
LG and BSH: Declining Results and Cuts in Germany
In LG Electronics, Lyu Jae-cheol he was appointed new CEO in place of William Cho, after having led the Home Appliances division to global leadership. The company, coming off a negative quarter in 2025, is now focusing on B2B, subscription services, and robotics.
In Bsh HausgeräteConsumer Goods revenue for 2025 fell by almost 2%. Following the announcement of 3.500 layoffs in Germany, another 1.500 were added. However, the CEO and CFO remain firmly in control.
Midea: Stable Chinese Leadership and a "Local for Local" Strategy
Finally, the world number one Midea GroupThe top management remains solid: under the CEO and global president Fang Hongbo Wang Jianguo was appointed as executive chairman.
In the United States, the rule is clear: American managers are at the top. Some new local CEOs are now also joining the global board, which until now was exclusively Chinese. This choice is consistent with the new slogan: "local for local."
