They are all in a hell of a hurry: the unions, the top management, the management of the two signatory companies of the Whirlpool-Arçelik joint venture and also politicians. But theEnglish authority for competition and markets (CMA) had immediately said that the decision to continue the investigation with Phase 2 had been taken after the parties had communicated that they were not interested in a possible substantial reduction of competition in the United Kingdom, i.e. of their shares of market. More: the CEO of the Turkish multinational, Hakan Bulgurlu, stated that a possible postponement of the response beyond December could yield completion is problematic of the joint venture. And after all, how can you blame him: the increasingly severe consumer crisis can make it even more complicated problematic integration of two giants such as Whirlpool EMEA and Arçelik. With the Chinese big names fanning the flames by semi-officially complaining to the Ministry that the new company's dominant position on the markets would compromise the normal conditions of free competition.
La CMA, which ultimately must examine possible risks for consumers and free competition in a single market, has however confirmed that it is the deadline at the end of March.
And speaking of crisis, we can anticipate that in recent months Europe has recorded a further decline in sell-in of 10% while for Italy a timid recovery in sales of washing machines has limited the damage with -6%.
What the unions are asking for
It is obvious that one time dilation so heavy it increases the tensions and uncertainties so Wednesday 15th national secretariats of Fim, Fiom, Uilm and Ugml, asked the ministerial leaders three things: further clarifications on the (smoky) provision golden power; “a date for a discussion table – states the press release – on the household appliances sector; and a more precise commitment to monitoring that the new company also puts in place investments in production processes in all current Whirlpool factories to give medium-long term scope to the acquisition of the Turkish multinational". Let's remember instead that Electrolux, despite the difficulties he finds himself in, can boast, thanks to huge investments, an optimal level of technological adaptation of its systems and products.
In this whole scenario they are there some background to clarify. It is, for example, certainly difficult to think that the Italian government can to interfere in the strategies of two private companies, Whirlpool and Arçelik - who are free to decide programs and investments. The complexity of the entire affair also concerns the innovation: it is worth remembering that it is precisely investments in innovation that have been lacking for several years Whirlpool EMEA, since the management of the very rigid To Jeff Fett, CEO of the Corporation, entrusted the European branch to Marc Robert Bitzer which inaugurated the financialisation of the multinational with relocations, general cuts, cuts in investments in R&D, with a progressive emptying of the European center of Cassinetta (Va).
Another obstacle to an organic search for solutions comes from the fact that there is an undeniable disconnect between European and national business associationstherefore there is often no smooth transfer of information between APPLIA Italia and APPLIA Europa (euphemism) because multinationals block the initiatives of local associations, preventing independent scouting and research work on data and information. However, this was not the case until a decade ago.
The haemorrhage of managers in Europe
And, again: it's good to go back to 2017, when Bitzer became Fettig's successor as CEO of the Corporation. Many remember when he rejected in its entirety program of a courageous process innovation and product of European factories presented by the then vice president of the Group, Yannick Fierling, formerly Operations & Business Unit Lead, Cooking, Dishwasher & Microware of the European branch. After that the bleeding began creeping of numerous super-expert managers while Whirlpool EMEA was impoverished without enhancing that reservoir of innovations and skills that was Indesit. Lack of innovation and integration, brutal primacy of dividends and shareholders over value and competition.
The names of those who left
Severe repercussions on turnover, margins, image and market shares suffered a prolonged haemorrhage which deprived the company of a European team of absolute world excellence, just as he had wanted David R. Witwam, the CEO who signed the acquisition of Ignis-Philips from Philips in 1989 and who had a profoundly ethical vision of the social role of the company, within the framework of a profitable internationalization of the group.
It was about notable resignation starting from the most relevant one, of Yannick Fierling (General Manager Fabric Care Whirlpool) became President of Haier Europe. However, it was preceded years earlier by two serious losses, in particular that of Giuseppe Perucchetti, vice president, who then joined Elica. A "Borghi-style" character with great personality and charisma. He is now CEO of Goldplast SpA And that of Giuseppe Geneletti, Senior Director Corporate Communications, is now at Methodos in Milan in the position of Head of Smart Working Solutions.
To hire most of the managers who left from Whirlpool EMEA it was Haier Europe, which took away the world record for household appliances from Whirlpool. It began Pierre Ley (Corporate Communications and Media Relations Manager EMEA Whirlpool) known for having been able to manage difficult passages in the reorganization of the group and one of the very few experts in Europe in crisis communication management. John Piero Doyle, in Whirlpool project Leader R&D, now in Haier, in a higher position, deals with the same sector. Davide Castiglioni (Managing Director, VP of Whirlpool production) works as Chief Digital and Operations Officer COESIA SPA Alessandro Finetto (Global Sr. Director, Design Team, Whirlpool Corporation) became Design professor at NABA Academy Milan. Sebastian Rio, former Vice President Operations at Whirlpool then moved to Ferrari now at Brembo as COO (Chief Operating Officer) of the Motorcycle division. Marco Balliano (Whirlpool built-in) is General Manager Business Unit FoodPreparation&Built-in Business in Haier Europe. Francesca Morichini (VP Human Resources Whirlpool EMEA) has become Global Chief HR Officer at Amplifon Group. Carmine Trerotola (director Industrial Relations Whirlpool & Indesit) is now Head of Industrial Relations, Welfare and Safety at UnipolSaiAssicurazioni Spa. And then Mauro Piloni (Executive vice president Whirlpool Corp. and CEO Whirlpool R&D) now Member of Board of Directors Future Food Accelerator Lugano. Enrica Monticelli (Global Technology Leader FoodPreservation Whirlpool Corp.) has passed to Group Technology Innovation Director De' Longhi, Diego Perrone (Marketing Director Whirlpool Italia, first refrigeration product leader) at the CoolingProducts Line Leader Haier Europe. Jean Pacal Rey (VP marketing Whirlpool EMEA then global leader Cooking) is CCO Chief Commercial Officer Haier Europe, Sabrina Zara (Whirlpool Italia Communication) – Italy marketing Director Haier Europe e Lorenzo Paolini (CEO Whirlpool Italia) now consultant.
Bitzer also takes out the Corporation's CEOs
Let's remember how much we revealed in January 2023 like the inexorable German at the head of the multinational, in the face of sensational errors in commercial and technological strategies, he defenestrated presidents and Coos (Chief Operating Officer) of the entire Corporation, starting with Joseph T. Leotine, in office only since August 2021, and No. 2 immediately below him. In addition to a terrifying massacre of managers and sub-managers. Which - this is also a sensational fact - had been preceded in great secrecy by another massacre of presidents, on January 9th the removal of the President of Whirlpool Latin America, Joao Carlos Costa Brega, appointed in 2012 and who had wanted and followed the costly investment of 52 million dollars for a new factory in Argentina (in full chaos and ungovernable). And then immediately after, on January 13th, here is the "resignation" of Vishal Bohola president only from 2021 of Whirlpool India, a very important country for Whirlpool, as it is rapidly growing, full of top managers and above all an increasingly internationalized middle class. And after all, China had also previously been left without a CEO since the Whirlpool Asia-China summit had been "resigned", with the closure of the mega factory.
Majaps of yesteryear
And while in Europe only super efficient appliances are produced and soldin Usa administration Trump closes noin 2018 every control activities of the applications of anti-pollution regulations, with over 200 technical regulations eliminated, thus leaving freedom to sell super-polluting appliances. Since i American consumers prefer instead buy Korean, European and Chinese household appliances high efficiency, in 2018 Trump, in defense of non-competitive majaps made in the USA, imposes duties 30 percent on Korean and Chinese imports. So it comes discouraged any investment in efficiency and new technologies so much so that at the CES in Las Vegas Whirlpool dusts off the old agitator laundry washing system - replaced a century ago by the clearly improved rotating basket - and after a year, given the flop of the proposal, here it presents a refrigerator equipped with thin insulation -Slim Tech- but, as American spokesmen state, with the same insulating capacity as those in use. Those who know the sector know that there are many other innovations in the washing and conservation sector and that no thin panel can reduce the stratospheric consumption of the mega side by side with the energy-intensive ice-makers of American kitchens.
