Hey Bobby - AEG-Electrolux are a different company to EurekaLux, as far as I know. There's a big mess of sister companies and usage rights to the Lux name, but here, EurekaLuxes are sold as 'Electrolux', while the UltraOne, UltraActive and UltraSilencer ranges are sold as 'AEG-Electrolux'. AEG-Lux have only recently begun selling in the UK under that designation.
This is the TOL powerhead model, and it's designed to take a bite out of Miele's market-share. Which? Magazine have tested the lower-tier UltraOne models, and even the straight-suction model achieved 5/5 stars on all floor surfaces, as well as for noise output and filtration!
I've had a play with one in-store at John Lewis in London, and I was impressed - it's heavy and expensive (£299.99, plus lifetime of bags and filters), but very solid, well-made, quiet and powerful. It's beautifully designed, too - easy to use, and great to look at. The only thing stopping me from rushing out and buying one is the price, but when I have some spare cash, it's very high up on the 'want list'. Unusual for me, because it's not multi-cyclonic and not an upright!
