Electrux on Ratings Plate of Electrolux UK Cleaner

[eurekaprince]

Yesterday I enjoyed yet another of Sensotronic’s great video demonstrations on his UK-based Ibaisaic YouTube channel. The 1970’s British-made Electrolux canister shown was from the 1970’s - Model 302 if I remember correctly.

Though it sported the full brandname “Electrolux” on the side of the cylinder, the metal ratings voltage plate on the bottom said “Electrux”. Roger explained that this could not be a one-time error as other documents also referred to the shortened name “Electrux.”

Would anyone know why this odd name was used by the company at the time?

 

[collector2]

I have never found a particular reason for it but Electrolux in England dubbed all of their lower line machines Electrux from 1947 to 1965. This included the model 116, 117, 48, 60 and 64. Maybe it was just to differentiate them from the top of the line?

 

[collector2]

I had never noticed it on the name plate but, when I dug mine out it is on the 302, 303 and 87 as well but not the 91 or 94

 

[eurekaprince]

Thanks so much Doug! A very interesting quirk of Electrolux history! Would be fascinating to see an advertisement using the brandname. But, in any case, you solved the mystery for me!

EP Brian in Montreal

 

[paul]

'Electrux' 1927/1928 Trademark

Given the fact that it was a German patent, my theory is that the German Electrolux factory, which opened in 1926, produced the Electrux models; and maybe even designed them. It's possible that politically-speaking "Made in Germany" on the name plates at the time would have hindered sales, and later the name was used to keep the patent from expiring and enabling competitors to use it for knock-off products. Just a guess.

Warenzeichenblatt - Volume 35 - Page 557 (tr. "Trademark sheet"); filed in 1927 - granted in 1928