Grundig's IFA 2026 Lineup Is First Under Chinese License Deal

Grundig unveiled a new TV, fridge, washer-dryer and air conditioner lineup at IFA 2026 in Berlin (4 to 8 September 2026), the first products shown under a new brand-licensing deal with Chinese manufacturer Changhong. Beko, Grundig’s parent company and part of Turkey’s Arcelik (a Koc Group company), announced in a PRNewswire release dated 4 September 2026 that the show marks “a new phase” of a “strategic partnership” built on “the licensing of the Grundig brand to Changhong in selected product categories and markets.”

The licensing deal itself is not new. It was originally announced 30 March 2026, months before any product carrying it existed. IFA 2026 is simply the first time buyers could see what it actually produced.

What does the Changhong license cover?

Grundig’s own press release does not spell out the deal’s scope. Trade press does. According to Turkiye Today, the license covers consumer electronics (including TVs), major appliances, air conditioning, and some small appliances, across Europe excluding Turkiye, Asia-Pacific, CIS and China. Grundig’s release describes the arrangement as pairing “Changhong’s R&D, manufacturing, and supply chain strengths” with “Grundig’s deep European heritage and market presence,” a direct quote from the companies themselves.

What did Grundig actually show at IFA 2026?

Four products, per the 4 September press release:

• AURORA 100, a flagship TV using “RGB Micro-Focusing LED chips, OD8 ultra-narrow light-control technology and 9,720 independently controlled dimming zones,” in a 39mm-slim profile with an AI-driven ambient lighting feature called “Aurora Light Wings.”
• Space Pro, a refrigerator series at 599mm depth and 600L capacity, with a “Fresh Zone” compartment held at -3.5°C.
• An integrated washer-dryer set with 45°C heat-pump drying, described by Grundig as “AI-powered.”
• An air conditioner, also described as “AI-powered,” with fresh-air circulation and purification.

None of the four came with a model number, an energy-label class, a EU price or an on-sale date in the press release. Grundig has not said when, or even whether, these specific units reach European retail.

Is the AURORA TV just a rebadged Changhong set?

Not according to independent reporting. TechTimes, covering the AURORA 100’s debut, describes it as Changhong’s first European-market display design built for Grundig, distinct from the CHiQ-branded TVs Changhong already sells under its own name. That distinction matters for the ownership question at the center of this story: it is not that Changhong products are simply relabeled Grundig, but that Changhong is now designing and building Grundig-branded hardware from the ground up in at least some categories.

What does this change for a shopper?

The manufacturing relationship behind the Grundig name is shifting. A Grundig-branded TV or fridge that reaches a German or UK shop next year may increasingly be Changhong engineering wearing a licensed European brand, rather than something Beko or Arcelik designed and built in-house, in the categories and markets the license covers. This is separate from Beko’s own product line, which this deal does not touch: a washing machine or fridge sold under the Beko name remains Beko/Arcelik’s own, built under its existing arrangements.

This is not a claim about whether the resulting products will be better or worse. It is a change in what the word “Grundig” on a box now means for at least part of the range, and it is worth knowing before comparing a Grundig unit against other brands on our televisions, refrigerators, wash-dryers and air-conditioners pages.

For now, there is nothing to buy. No model numbers, energy-label classes, EU prices or on-sale dates have been confirmed for the AURORA 100, Space Pro, the washer-dryer or the air conditioner. Anyone interested in these products should wait for a formal EU launch with EPREL registration before treating anything shown at IFA 2026 as a purchasable spec sheet.