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Post# 204498   4/16/2007 at 16:20 (4,542 days old) by newwave1 (Lincoln, United Kingdom)        

newwave1's profile picture
Hey guys,
I don't know if you have read or heard. But the as the next range of hotpoint appliances is due for release, their is a press release on the indesit company website stating the merge of both the hotpoint and ariston brands to create


As they believe they are on the same level and quality from the same brand, that it made sense to merge both into one.

Now the question i ask is. Will the be the slow "phase out" of hotpoint.

Will the hotpoint-ariston merge be a way of showing people who have stuck loyal to hotpoint for ex amount of years that they are the same, and in doing so get them familiar with the Ariston name before dropping the hotpoint brand? Or alternatively continue to create a double branded product for X amount of time?

As we've seen hotpoints like stratus's spinning anticlockwise, the aqualtis being a rebranded ariston, These sort of things lead me to wonder how long hotpoint will last.

I wonder if the hotpoint drum will be dropped for an indesit style one, as the equivilent ariston models in italy have these and the 7.5kg aqualtis have the same style, it would probably make sense to have the same drum so they dont have to spend money manufactuering a totally different looking drum?!

Anyone have any thoughts on this?


Post# 204526 , Reply# 1   4/16/2007 at 17:34 (4,542 days old) by 2drumsallergy ()        

Hi Darren,
I suspect you could be right about the Hotpoint name being dropped, I cannot be sure but I suspect that GE still owns the Hotpoint name and Indesit Company may only be allowed to use the Hotpoint name for a certain period. In 1988-89 when Philips sold its white goods division to Whirlpool Corporation there was a transition period when both brands appeared on the products (Philips Whirlpool). This dual branding continued for a couple of years and finally the Philips name was dropped altogether.

It is very sad to see great companies and old established brands being consumed in this way.


Post# 204528 , Reply# 2   4/16/2007 at 17:42 (4,542 days old) by 2drumsallergy ()        

Some more information on the Indesit Company web site.


CLICK HERE TO GO TO 2drumsallergy's LINK

Post# 204725 , Reply# 3   4/17/2007 at 10:46 (4,541 days old) by robm (Buxted)        

robm's profile picture
Hi all

It's such a shame to see the end of a make like Hotpoint. I love my 18580. It's such a simple, well designed little machine. It may be noisy but it has character.

I think in reality Hotpoint is dead already as we all know they are really now essentially Indesit/Ariston machines.

I actually think much the same happened with Creda in the end being made by Hotpoint.

It'll be a sad day when it goes.


Post# 204729 , Reply# 4   4/17/2007 at 10:56 (4,541 days old) by newwave1 (Lincoln, United Kingdom)        

newwave1's profile picture
And here is the beginning of the end!

Post# 204730 , Reply# 5   4/17/2007 at 10:57 (4,541 days old) by newwave1 (Lincoln, United Kingdom)        

newwave1's profile picture
And here is the beginning of the end!


Post# 204780 , Reply# 6   4/17/2007 at 16:16 (4,541 days old) by lavamat_jon (-)        

Tis a shame... like I said to you in the car lastnight Darren it was only a matter of time. Looks like bye-bye to Hotpoint for good in a couple years, if it goes down the same route as Philips-Whirlpool. The anti-clockwise spinning Hotpoints are only the beginning!


Post# 204790 , Reply# 7   4/17/2007 at 16:50 (4,541 days old) by stratus ()        
the calm before the storm

then what will become of us! my god i finally find a new favorite brand (miele's dont count cause they've always been ace!) and now this!

as everyone knows i have an obcession with series 90 machines this model was dumped never to be seen again by philips :-(

but to be honest everyone is right - slowly but surely, ariston have been becoming hotpoint - or the other ay round - i see more similarities between these two brands than with indesit machines though - the only common feature i have picked out is the doors. both my ariston and my hottie have the same drums though.

but since they are all becoming indesit - does that mean the moon is the shape of all things to come - run for the hills - save us all!!!!!

Post# 204791 , Reply# 8   4/17/2007 at 16:59 (4,541 days old) by dascot (Scotland)        

At least Whirlpool's machines stayed mostly on the good side.

It looks, from the logo at least, as though they are completely copying Electrolux brands. I suppose I can see the logic in it from a marketing point of view - less money to spend on advertising etc and rebranding with different names to different markets. That doesn't mean I agree with it though.

I do wonder whether Ariston as in the company making boilers etc. has requested they make more of a differentiation between them and the appliance arm.

Post# 204794 , Reply# 9   4/17/2007 at 17:06 (4,541 days old) by dascot (Scotland)        

Ah hah! I think I may be right - they're eventually going to drop one, but Ariston, not Hotpoint. Hotpoint is going pan-European.


Post# 204795 , Reply# 10   4/17/2007 at 17:06 (4,541 days old) by dascot (Scotland)        

Ah hah! I think I may be right - they're eventually going to drop one, but Ariston, not Hotpoint. Hotpoint is going pan-European. It also sounds like H-A may not necessarily appear in the UK...


Post# 204804 , Reply# 11   4/17/2007 at 17:39 (4,541 days old) by stratus ()        
looks like you are

right - but with all these mergers - geeze you can almost count all the washing machine brands sold in the uk on one hand!!! -

i'll post a free packet of two bold tablets to the one who can do it! lol


Post# 204932 , Reply# 12   4/18/2007 at 06:59 (4,540 days old) by seamusuk (Dover Kent UK)        
At least........

seamusuk's profile picture
They appear to have seen sense and Ariston will be the name that goes- presumably UK machines wont be dual branded???


Post# 204983 , Reply# 13   4/18/2007 at 11:25 (4,540 days old) by newwave1 (Lincoln, United Kingdom)        

newwave1's profile picture
I think they myt. What with currys having an ariston line and all. "ca-ching" is what im hearing. They must have some sort of deal going so i wouldn't be surprized to see dual branding with currys having "exclusive" models much like their current line up!

Going to be interesting though, i'm looking forward to seeing the new line up. It should be any time now!


Post# 204995 , Reply# 14   4/18/2007 at 12:44 (4,540 days old) by liberator1509 (Ireland)        
Brand end...

Global-branding is all well and good, but that the Hotpoint brand name is not owned by Merloni entirely - in the US it is part of the GE portfolio - though did I see a suggestion somewhere else on here that US Hotpoint might be on the way out. GE were a 50%ish shareholder of GDA (the post GEC/Marconi version of Hotpoint), but are gradually being bought out by Merloni - so perhaps part of the deal will be an Italian-esque Hotpoint for the US?

As for UK Hotpoint - that grand old British brand really died when GDA sold to Merloni, though some might say that was the case when AEI sold to GEC...Merloni still list rights to many of the former GEC/AEI brands including English Electric and Gala.

There is a bit of a trend here of course - Phillips/Whirlpool, Zanussi/Electrolux, Hotpoint/Ariston - what next end of either Hoover/Candy? From an economic sense this rationalisation is counter to what is seen in the motor industry, where of course we see the VW group selling the same platforms as Skoda, Seat, VW, Audi and more - I wonder if we will eventually see a return of some of the older brand names in white goods too?

Post# 205048 , Reply# 15   4/18/2007 at 17:55 (4,540 days old) by rolls_rapide (0)        
Old brands...

I've noticed in the past, that stores like Comet sometimes have had a Hotpoint washer, badged as an English Electric. So there is still hope... just don't hold your breath!

Post# 205143 , Reply# 16   4/19/2007 at 05:18 (4,539 days old) by dascot (Scotland)        
Old brands...

I've just recently noticed that the old Electricity board brand - Electra - is back again. Certainly being sold through Euronics outlets, they seem to be rebadged Servis machines.

The article that I linked to does say that the Ariston name won't be returning to the UK... I think it would be daft to double badge them here and then take the Ariston back out of the name again.

Post# 205149 , Reply# 17   4/19/2007 at 07:07 (4,539 days old) by aquarius1984 (Planet earth)        
Am I bovvered??? Look at my face am I bovvered???

aquarius1984's profile picture
Even if they dropped the Hotpoint name would that be so bad? I really don’t care.
Id love to see it dropped to preserve the reputation they had.

Id rather lose Hotpoint for good while there are thousands of people out there with 95 Series machines and WM models still going strongly to the excellent standard Hotpoint had.
When these machines get replaced eventually with the new series of Hotpoint- Ariston and the nation realises they are merely just a piece of shite the customers will associate the Ariston part and wont buy Ariston machines again if they do drop the Hotpoint part in the future.
Of course if they don’t already realise how pants Ariston is anyway and go for something else.

There are so many REAL Hotpoint machines out there at the minute still going strong that customers might not even see a Hotpoint machine in the shops again in the not so distant future and thus this will preserve the good name Hotpoint had.
Cant say the same for Hoover/Candy, with it being a decade now since crummy Candy machines have been badged up as Hoover my guess is that those who have bought a new Hoover and had trouble with them they wont ever touch Hoover again. GREAT NEWS that Hotpoint is not as tarnished as the real Hoover name!

Indesit Company is making a rod for their own backs.
If they keep Hotpoint in Europe and add Ariston, Europe is already known to associate Ariston as being crap and won’t buy the Hotpoint’s which should surely have an impact on this company.


Post# 205209 , Reply# 18   4/19/2007 at 13:49 (4,539 days old) by islingtonsteve ()        

That's strange Nick...

I was always under the impression that Hotpoint had a less than impressive reputation within the UK. The 95 series and WM machines across the range were littered with problems ranging from shredding clothes to bearing faliure, eating brushes and ripped drums.

And again the impression I gathered was that most buyers bought Hotpoint simply because they were british made and parts we cheap and quick to aquire.Not that they were hardy machines made by an untarnished manufacturer.

Post# 206233 , Reply# 19   4/25/2007 at 13:13 (4,533 days old) by mrx ()        

Highly unlikely that they're dropping the Ariston brand. It's *huge* and extremely well established. Hotpoint's just a regional brand in the UK. They'll drop it .. just watch!

Here's the press release:
Hotpoint-Ariston makes for a more international brand
Indesit strengthens its positioning with the Moon

Fabriano, 28th March 2007 – Indesit Company presents the new Group brand architecture aiming to further strengthen its brands and synergy between them.

The Hotpoint and Ariston brands will form Hotpoint-Ariston, combining the powerful international potential of the British brand with the tradition of the Italian label in order to improve its market positioning in the middle/top-end segment.

At the same time, the Indesit brand continues to evolve within its positioning by focussing on innovation and design, as in the Moon, a new launch washing machine with an avant-garde look and new functions.

To support this branding strategy, which was already contemplated in the 2006-2008 three-year plan, the Company will be stepping up investments in communication every year.

“The Hotpoint-Ariston combination,” said Indesit Company CEO Marco Milani, “is only natural, considering the similarities between the two brands in terms of positioning, values and communication. This choice is a strong signal to the market about our new strategy and gives maximum visibility to a brand and a range of products that are the fruit of major investments in innovation and communication”.

“With the Moon, we intend to sharpen focus on the Indesit brand’s distinctiveness, both in Italy and internationally,” added Milani. “One of Indesit’s brand values is that of being simple. The Moon washing machine puts innovative technology and design solutions at the service of such simplicity.”

For further information:
Press Office

Post# 206343 , Reply# 20   4/25/2007 at 21:46 (4,533 days old) by carlstock ()        

Well! Nick said earlier, “Am I bovvered?” LOL! :-)

In response to what Indesit Company side about the Hotpoint and Ariston brands, and using another of Catherine Tate’s catchphrases: “What a load of old s***!”

My apologies if the above is offensive. I do not swear in day to day life.

It’s funny how marketing/management people communicate. It’s like they’re on a different planet! LOL We use the term “management-speak” in the UK!

Carl :-)

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