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September 2008

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Electrolux Stockholm, Sweden Report Facts Company name: AB Electrolux Fiscal year end: December 31, 2007 Report title: Would you like to know more about… Chairman of the Board: Marcus Wallenberg President and CEO: Hans Sträberg Number of books: Two Report length: 44 + 100 pages Auditors: PricewaterhouseCoopers AB Design: Electrolux and Solberg E-mail: ir@electrolux.se	Report Rating 5/5 (Rating scale below) Profile-Products (Excerpts, as from the report) Electrolux is a global leader in household appliances and appliances for professional use, selling more than 40 million products to customers on… 150 markets every year. The four product categories are: kitchen (cookers, refrigerators, dishwashers…); laundry (dryers, washing machines…); floor-care (vacuum cleaners); professional. (Annual Report cover) (Italics are own company’s words) Key Figures Sales: SEK 104,732 million Operating income: SEK 4,837 million Net income: SEK 2,925 million Earnings per share: SEK 11.66 Dividend per share: SEK 4.25 Return on equity: 22.7% Operating margin: 4.6% Debt to equity ratio: 0.29 Number of employees: 56,898 (Source: 2007 figures sourced from the annual report) Competitors or Rivals Whirlpool Samsung LG Electronics General Electric Siemens Husqvarna (spun-off in 2006)

Triple A > A professional, durable and sustainable branding exercise, handled with great care. It goes further than the boilerplate bragging statements and is here based on facts, figures, multiple product pictures, advertisements. The whole exercise deserves even more praise in these volatile times as it demonstrates that the primary performance -and profit- drivers for a company lie in products, markets and… customers in the long run. > Matter-of-fact yet informative review of operations, based on overviews as well as on stories and insights. > Comprehensive share information: most expected (and other) ratios are in. And the shareholder base and distribution is perfectly transparent. > Directors’ report entirely built around financial statements, with comments near each of them (Selected Page). > Thorough Eleven-year review and Quarterly information, with an emphasis placed on margins. > Chart-intensive reports, both for business and operations and for financial performance and condition. Charts and graphs are consistently placed in a -visible- footer section and add value through a medium-term perspective (see e.g. Net assets on Selected Page).

Double A > A message from the CEO in each book: operations oriented and investor driven, and straightforward about solving the problems posed. > Governance principles and their translation into processes and procedures are clearly explained. > Well-managed, consistent and compact (less than 150 pages in total) two-book policy. Titled Operations and strategy and Financial review, the two reports perfectly complement each other, with a business drive from the highlights on in the former to financial highlights and content in the latter. Consistency applies not only to the covers, but also, among others, to the effective use of the page footer for backing purpose, also in the financial section (see Selected Page).

Simple A > A maximized (if not perhaps fully optimized –see below) use of all covers: from questions asked on the front to answers inside, from Contacts and product offering to product illustrations in the back.

B Sides > Some find the covers, created by Frank Bruzelius, a company’s Art Director, a bit cryptic. > Outlook and targets are not developed enough.

How does the company report in key areas? What are the main report pluses and minuses? The Report Scan gives an overview of strengths and weaknesses, and scores each item. Contact e.com@reportwatch.net

Selected Page (p. 10 of Electrolux Annual Report 2007 - Financial review)	Rating Scale 5 First-Rate 4.5 Excellent 4 Very good 3.5 Sound 3 Average 2.5 Uneven 2 Common 1.5 Substandard 1 Poor 0.5 Uncompetitive The rating is based on ReportWatch internal desk research and does not take into account the independent Rating Panel’s judgment.