Question · Q4 2025
Mike Dahl asked for specific, quantitative details on the promotional cadence observed in recent weeks and Whirlpool's own promotional pricing actions, seeking to understand the basis for confidence ahead of Presidents' Day. He also inquired about the expected cadence of the 6% North America EBIT margin guidance between the first and second halves of 2026.
Answer
Chairman and CEO Marc Bitzer explained that Q4 saw intense promotional activity, but post-Black Friday prices recovered immediately, unlike prior years, and held for six weeks. He noted meaningful price changes on MLK and announced prices for Presidents' Day, indicating the industry is starting to reflect tariff costs. Regarding margin cadence, Bitzer stated Q1 will be below 6% due to the gradual impact of positive pricing, inventory reduction efforts (impacting production), and the full cost of tariffs. He expects a slow and gradual buildup from Q2 onwards.
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