In 2025, we faced a challenging macroeconomic environment and navigated a shifting tariff landscape. We focused on what was within our control, delivering approximately $200 million cost take out and implementing pricing actions in response to tariff headwinds. We demonstrated our commitment to innovation through an extensive pipeline of new product introductions, refreshing over 30% of North America’s product portfolio. Our business is positioned for success as we continue to strengthen our domestic footprint and deliver innovation that improves life at home for our consumers.
Regional Achievements & Operational Priorities
North America
Major Domestic Appliances
While stockpiles of products imported by Asian competitors ahead of the tariffs have temporarily pressured margins, we achieved strong share gains in the second half of 2025 from our largest product refresh in over a decade. Our domestic manufacturing footprint coupled with further strategic investments in our U.S. factories will further strengthen our competitive advantage to win as the new tariff policies unfold in the U.S. With our strong brand portfolio, innovative product launches, and leading business with U.S. homebuilders, we are well positioned to benefit from the overdue housing recovery.
Juan Carlos Puente
Executive President, Whirlpool North America
and Global Strategic Sourcing
Latin America
Major Domestic Appliances
We delivered solid EBIT margins of approximately 6% supported by successfully implemented pricing actions and cost reduction initiatives. Though we continued to see currency volatility and weak consumer sentiment in Mexico and Argentina, we leveraged cost discipline and operational agility to navigate the macro environment. We continue to invest in our leading brands (Brastemp, Consul, and Whirlpool) and expect sustained strong margins.
Global
Small Domestic Appliances
SDA Global has been a consistent “bright spot” throughout the year, where new product launches and continued strength in our direct-to-consumer business delivered impressive net sales growth. We continued to see momentum from key innovations in high-growth-potential categories such as espresso, cordless countertop appliances and blenders, overcoming a weaker discretionary demand seen more broadly. We expect continued growth and sustained strong margins in 2026.
Ludovic Beaufils
Executive President, KitchenAid Small Appliances,
Whirlpool Latin America, Global Information
Technology, and Design
- (a) The ongoing measures, including ongoing earnings before interest and taxes, as well as free cash flow, are non-GAAP measures. Please see Financial Reconciliations for a reconciliation of these non-GAAP measures to their equivalent GAAP measures.
