IFA 2025: Liebherr press conference

The spoken word prevails

Speaker:

• Steffen Nagel, Managing Director Sales & Marketing
• Maria Mack, Head of Global Communication & Brand Management
• Johannes Ruf, Head of Global Product Management & eBusiness

Steffen Nagel: Introduction and current business situation

Dear members of the media, dear guests,

A very warm welcome to the Liebherr Appliances´ press conference here in Berlin. Thank you very much for your interest. It’s IFA once again – it’s showtime, and we’re looking forward to a fantastic fair full of inspiration, excitement, and innovation.

We also hope to see positive developments for our industry in the coming days, which continues to be full of challenges and surprises. Together with Maria Mack and Johannes Ruf, we have once again prepared exciting topics for you.

Let us begin with the turbulent external conditions, which remain highly demanding.

Multiple crises, fluctuations in demand and geopolitical uncertainties shape everyday life.

We are all facing complex challenges, which is precisely why we would like to show you how we are actively dealing with them and what prospects we see. A look at the business development of the Liebherr Group shows that we have seized many opportunities.

Despite the difficult circumstances, the family-run Liebherr Group was able to continue operating with strength: In the 2024 financial year, Liebherr increased its turnover by 4.1% compared to the previous year to €14.6 billion, reaching a new all-time high. For the current financial year 2025, the Group expects moderate growth with a flat development in sales distribution. Last but not least, it is the more than 50,000 employees worldwide whose valuable work guarantees Liebherr’s long-term success.

More than 6,500 employees work in our refrigeration and freezing product segment.

In 2024, our appliance division generated a turnover of around €1.1 billion. This represents a decline of €76 million, or a decrease of 6.5% compared to the previous year

The main reason is the strained market situation. In addition to this we are facing internal, temporary effects as a result of altering our sales and service structures in selected European markets — including Switzerland and France, and more recently this year Italy and Spain.

We made the strategic decision to gradually establish so called Liebherr Home Markets in these countries. The aim is to manage our brand optimally at a regional level, respond flexibly to the needs of customer groups, and strengthen our proximity to the trade. Globally, we continue to rely on a hybrid go-to-market approach combining Home Markets and importers, in order to select the most suitable sales and service model for each market. The successes in the last few months prove that this strategy is working: in Germany, Austria and the Netherlands we were able to further expand our market leadership in the refrigeration and freezing sector. We are gaining momentum. In addition, we were once again recognised by ‘markt intern’ as the no. 1 specialist retail partner – for the fourth consecutive time in the large electrical appliances in the specialist electric retail category, and for the first time in the fully integrated appliances in the furniture and kitchen retail category in Germany. Our Liebherr Truck, here on display, continues its tour, creating a strong brand presence through numerous product innovations – from Spain and Italy to Switzerland and Austria to Eastern Europe.

Internationally we are positioning ourselves as a premium brand and are strategically expanding our offer outside Europe. In North America and Asia, we are addressing the demand in the upper customer segment and continue to expand in this area. One milestone is the opening of our new Liebherr Experience Store in Shanghai – a clear indicator of how we have strengthened our brand in China. In India we are expanding our market presence in the mid-price segment, to meet the local market conditions. A few weeks ago, we introduced a new fully integrated appliance series, especially designed for India and locally produced. As the first manufacturer, we are serving this still novel and growing segment in refrigeration and freezing in India. We therefore remain on a value-oriented course even in turbulent times, adapt flexibly to the conditions, and keep our long-term objectives firmly in view.

Steffen Nagel: Reliable trade partner

A key recipe for our success is the cooperative partnership with qualified retail partners. We act as equals and create perceptible added value for all parties, which I would like to address now:

Our brand embodies a clear, emotional performance promise:

Liebherr products keep food fresh up to five times longer – a benefit that our customers can enjoy with all senses. This promise is key to our communication, both here at IFA and in our global BioFresh campaign, which supports our retail partners with a wide range of digital and analogue materials. Anyone who sells Liebherr benefits from strong arguments in the consultation and sales process and from comprehensive service.

Our broad product range is the basis for our joint success:

as a European market leader in refrigeration and freezing, we offer around 850 basic models. We are a source of supply for our retail partners. If you have followed our IFA appearances in the last few years, you will know that: We showcase modern top-quality products and digital solutions. We continue to develop these consistently, as you will hear from Johannes Ruf.

Our innovative strength is another sign of our brand:

adding value for end customers is our focus – be it freshness, functionality or pioneering technology like BluRoX. Retail partners benefit from strong sales arguments, supported by awards and renowned design awards.

Sustainability and responsibility shape the way we develop products:

Our appliances impress with high energy efficiency and a long service life, conserving valuable resources. Technologies like BioFresh help to reduce food waste. Together with retail, we provide comprehensive service information – increasingly supported by AI – and a close service network so that our already high-quality Liebherr appliances can be used for even longer.

Our holistic understanding of quality also covers sales and service. We consistently focus on a selective sales system and work with qualified specialist dealers, strengthening their expertise through a range of training courses.

In summary:

even in turbulent times, Liebherr remains a reliable partner for retail – with an attractive overall package and a clear differentiation strategy. We are optimistic about the future:

With our structures, products and team, we are perfectly positioned to cooperate with our retailers to provide solutions and services – from which our end customers will benefit. I will now hand over to Maria and Johannes, who will present the benefits for users in detail. Thank you very much for your attention.

Maria Mack: Innova Market Insights-Study on consumer-trends 2026

Maria Mack:

Thank you, Steffen!

Right – from arguments for retail to arguments for end customers. And these are not just rational considerations: We want to give our customers the positive feeling that with a Liebherr they can savour fresh, carefully stored food every single day. But what does savouring even mean for them? What does everyday nutrition look like?

We were curious, so we collaborated with the international market research institute Innova Market Insights. The institute regularly examines consumer trends in food consumption.

Alongside Innova we uncovered the importance of freshness and savouring for 2026.

For the current study over 14,000 consumers in 11 countries worldwide were surveyed, including key markets in the USA, Germany, France and China. We are excited to present some of the results in advance of Innova publishing the complete study in the next few weeks.

What do we expect in 2026?

For one thing, in times of global uncertainty consumers are more concerned about transparency and control. They look for the tangible and reliable, focusing instead on what they can directly influence – their immediate surroundings and community, be that friends, family, or even just like-minded souls. When it comes to nutrition, almost for half of the respondents worldwide, locally produced food plays an important role. At the same time, 30 % of people see buying local as an environmentally friendly way of consuming food.

In turbulent times, consumers tend towards trusted eating habits and flavours.

There is a growing need to turn back to the familiar – nutritionally, psychologically, and emotionally. Globally – almost half of respondents are guided by familiar flavours when choosing food. Regional dishes are rediscovered – their preparation conveys a sense of familiarity.

Around two-thirds of consumers worldwide would like to have more traditional recipes on the shelves. In turbulent times, what we eat contributes to our emotional well-being.

But it’s not just the origin of food that plays a role in diets, but increasingly, its function, that is, its nutrients and value for the body. Nearly 40% of consumers pay attention to freshness, around 30% to natural ingredients, and a further nearly 30% to high nutritional value. Beyond the emotional significance of food, its contribution to physical health and sustainability also matters – making food an instrument of self-fulfilment.

The study also shows that customers are increasingly concerned about a healthy diet to improve their wellbeing and to extend their lives. 34 % of consumers indicated that they want to influence and shape their health themselves. They also make use of supporting technologies – especially social media platforms, which continue to shape beauty and health trends.

Our summary:

Consumers see food as an anchor that provides emotional support in turbulent times. Fresh and healthy food, regional and seasonal ingredients, impart a sense of control. Sustainability is being extended to individual health.

Johannes, I think our brand and the current product portfolio meet this zeitgeist and the needs of consumers.

Johannes Ruf and Maria Mack: Products & Innovations

Johannes Ruf

I quite agree.

And a warm welcome from me too. I see some connections, even though we produce and market cooling and freezing rather than food: People have an increasing desire for natural and fresh food, and are paying attention to a healthy diet. The connection to our BioFresh technology is obvious: it keeps food fresh for up to five times longer and we can prove this with scientific studies. Nutrients, especially vitamins, are retained longer. Technology remains a benchmark for the sector. Since it was introduced, we have sold approximately 5 million devices with BioFresh technology. And it’s ideal for all dietary types and needs, which are seeing a renaissance worldwide according to the trend survey. In addition, consumers benefit during the seasonal harvest from the VarioTemp compartments in many of our combinations, which they can use as either a fridge or a freezer compartment, depending on their needs.

We continuously gain new insights into the optimal storage of different foods and share this knowledge with our customers via the SmartDevice app or integrate it into our communications.

We are increasingly orienting the app towards everyday support, for example by providing tips on where in the appliance a particular food can be stored longest and best. This could be exactly the kind of technical support and advisory content that many of the respondents considered important.

Maria Mack

That is what Liebherr customers have access to today. But what’s new for 2026?

Johannes Ruf

We remain true to our aim of constantly improving the energy efficiency of our range. Climate-conscious consumption is more than a trend. At IFA, we are presenting an absolute highlight in this area of fridge-freezers with an energy efficiency that is 20 % better than required for Class A.

Here SmartDevice can be a help too, with its new Energy Monitoring function, by getting better performance – or in this case savings – out of an already very good product: with the app, our customers always have an eye on their appliance’s energy consumption

And see the recommendations for the optimal temperature settings. The efficiency of the fridge-freezer is topped off by its long service life, for which we offer our customers a 10-year manufacturer’s warranty in Europe through a current promotion.

And when we talk about energy-efficient appliances at Liebherr, we cannot leave out BluRoX:

We are proud to present for the first time ever at IFA, the production-ready full-vacuum freezer FNXa. It embodies our understanding of sustainability like no other product: developed to be efficient, recyclable, and easy to repair, the freezer follows the principles of a circular economy.

The industrialisation is in full swing. Next year, it will be available in retail.

Maria

Another finding from the survey is that it’s not just the food itself that should contribute to wellbeing. Emotionality and familiarity are also central when it comes to “everything around it” – in terms of preparation and the cooking environment.

Johannes

Being together, a relaxing atmosphere – it doesn’t matter if it’s a large or small space, inside or out. Our wide range covers almost all conceivable needs. But we still identified gaps, and these will be filled in 2026 with the new integrable under counter models.

For outdoors we have a new outdoor fridge ready and raring to go that can withstand wind and bad weather in temperatures from –10 to +32 degrees. A heating element ensures than below-zero temperatures don’t turn the fridge into a freezer and the appliance is splash-water-proof on all sides in accordance with the IPX 4 standards and comes with a lock.

Our new under counter fridges bring even more flexibility and adaptability to every living space with two ergonomic drawers fitted with VarioCool.This means that the temperatures in the two drawers can be controlled separately – from 0 to +14 degrees. We also focus on ergonomics for our under counter freezers. To allow comfortable access to stored items, we are presenting a freezer with a pull-out trolley for the first time.

Maria Mack

You mentioned the buzz word “relaxing atmosphere”. You’ve been keeping another new under counter product quiet, haven’t you?

Johannes Ruf

That’s right, we also have a new under counter appliance for wine:

Our décor panel ready under counter wine fridge that seamlessly blends into any kitchen. Even in small spaces we place emphasis on savouring, which is why the appliance has two temperature zones. You don’t always have to have a large wine cabinet: Depending on the height, the under counter wine fridge can store up to 38 bottles.

We do not stop at wine:

Specially for drinks we are adding a fully integrated under counter beverage fridge to our fully integrated under counter range – with décor panel ready or glass-door options. With a capacity of 136 litres, it can chill beer bottles, refreshing soft drinks, or large carafes.

Finally, I’ll move from “small” to “big” savour:

I’m talking about our French Door models. This is no news to you, but it is for our end customers.

Large appliances with ice and water dispensers were already popular in the USA and are now increasingly asked for in Europe. Recently awarded by red dot and the IF Design Award, the high-quality models provide even more space for freshness and flexibility when storing food.

And they are now available in European – from the only manufacturer Made in Europe!

Maria Mack

Thank you, Johannes, for presenting the IFA innovations and driving our product campaign. I think it’s obvious what all of these products have in common: They make our customers’ everyday lives easier and give them more flexibility, time, and space for what food and wellbeing mean to them and can be: savouring.

Maria Mack: Liebherr at IFA 2025

You’ve heard this word quite often today.

The motto under which Liebherr will present at IFA 2025 is the logical conclusion. Let’s take a look:

For moments to savour – für Momente voller Genuss

We all know these moments: These special moments where freshness and savouring meet each other. Liebherr makes these moments possible through innovative technology, exceptional design, and sustainable solutions. Every day.In the bustle of the trade fair, this isn’t always easy to convey. We do it nonetheless by making our product world tangible at many stations here at the IFA for visitors. We make savouring perceptible with all the senses – through sight, sound, smell, touch, and taste. You can experience this for yourself on a tour of our stand.There’s an area for fans of timeless design, where you can touch real materials and experiment with colours and equipment. In the wine area we have a different kind of wine tasting, using your nose. Be sure to try it out! You will get a freshness kick at the French Door appliances, including with your ears, to spark your curiosity with this last example. You and our visitors can dive into innovative technology and savour freshness in all corners of our exhibition booth. Our knowledgeable colleagues will make sure that you get to see our new products as they guide you through the stand.