2024 closed for Apply Italy and for Aires, respectively the associations of producers and retailers of appliances and Consumer electronics, with a positive result which, as is known, consists of a new home appliances bonus to incentivize the purchase of highly energy efficient products. The new bonus - minimum guaranteed contribution of 100 euros - lasts one year and is added to the extension of the furniture and household appliances bonus that was due to expire in December 2024 together with other building bonuses. The fund allocated to this measure amounts to 50 million euros but is until exhaustion, favoring those who make the purchase in the first months of the year. These incentives were requested to allow the purchase of a new household appliance in a period in which a large part of consumers, even if they want to replace the old appliance, tend to postpone the decision. This emerges from a very recent survey by the Piepoli Institute, commissioned by Ediel, an Italian company providing services for the digitalization of the household appliances supply chain, participated by Applia Italia and Aires.
Home Appliances, Lioy's Farewell
The Government's decision came as the culmination of intense lobbying activity – more than legitimate – by the two associations and as the culmination of the two periods of presidency of Applia Italia. Paul Lioy, and shortly before his resignation as director general of Beko Europe, after the acquisition of Whirlpool Emea, with a very elegant and also heartfelt farewell on Linkedin. Lioy, after thanking the top management of the companies where he worked for twenty years and many of his collaborators, addressed the employees: "My deepest sympathy goes to all the workers of the production sites and offices of Beko Europe - he declared - in these hours worried about their future. The business plan It is managed directly by Beko Europe, but as president of Applia Italia I have put all my energy possible into supporting our industry and our excellences".
Appliances, who will be the next Applia president?
Thus two charges very important, the one in Beko Europe and the one in Applia Italia, are vacant. In particular, it becomes even more relevant for the Italian industry in the sector to be able to count on the new president in the short term since the entire sector is in the midst of a series of emergencies, of unsolved problems and decisive appointments. Layoffs on the way – those of Beko – an extreme uncertainty regarding the Italian plants of Electrolux, and a persistent crisis in consumption that penalizes European companies in particular. And we cannot fail to note that the incentives will reward the sales leaders, namely non-European producers – Korean and Chinese – who have reached the top positions in the sell out of white.
It is therefore urgent to face the next few months with a new president at the helm of Applia. Some experts in the sector venture some predictions but above all underlining an essential condition and that is a real “Italianness”. After a long period of presidencies entrusted to Italian CEOs but of non-Italian multinationals such as Electrolux and Whirlpool, it is desirable, from what we have gathered in political, trade union and regional industrial association circles, that an Italian be appointed from one of the companies that still belong to families or shareholders of our country. And, as such, to be rewarded and promoted as a symbol and example of courageous and high-quality entrepreneurship.
Are there still entrepreneurs with these connotations? Certainly, and especially outside the perimeter strictly linked to the “majaps” of washing and refrigeration, but which often do not rise to the so-called honors of the news because they do not fire, indeed they grow, they export promoting, albeit laboriously, the true made in Italy throughout the world. The cooking, collection and air treatment districts are still “Italian” and there is certainly no shortage of names… They exist and not only in Northern Italy but also in the very “heart” of the country. It seems that some incautious suggestion has arrived, but without success, aimed at nominating the representative of what is today the strongest company, Beko, to the presidency of Applia Italia. No, it would not seem to be an appropriate decision since the presidency of Applia, Household appliance manufacturers association of Europe, is currently occupied by Hakan Bulgurlu, CEO of Arçelik-Beko.