Whirlpool and Reliance are both AO Smith-manufactured brands. The split: Whirlpool sells exclusively at Lowe\'s leveraging the Whirlpool appliance brand familiarity; Reliance sells at hardware stores.
Side-by-side
| Reliance | Whirlpool | |
|---|---|---|
| Manufacturer | AO Smith | AO Smith (licensed brand) |
| Channel | Ace, True Value, Do it Best | Lowe\'s primarily |
| Brand recognition | Regional hardware | National appliance brand |
| 9-yr extended tier | 9-NORT | Energy Smart NU161 / EU161 |
| Hybrid | HPHE-50 / HPHE-66 | UE6T-H 50 / 66 |
| Mini-Tank line | SOMS 6-gal / 10-gal | No equivalent |
| Customer service | 1-800-365-4054 (AO Smith) | 1-877-817-6750 (Whirlpool / AO Smith) |
Why Whirlpool brand exists
AO Smith licenses the Whirlpool name for water heaters because many Lowe\'s shoppers recognize the Whirlpool appliance brand from laundry and refrigeration. The familiarity drives sales — homeowners replacing a water heater walk in, see Whirlpool, and pick it without further comparison. Same product as State and AO Smith Signature at Lowe\'s.
Pricing (50-gal NG)
- 6-yr: Reliance 6-50-NORT $749-949 vs Whirlpool Standard NU $649-849 — Whirlpool often $50-100 cheaper at Lowe\'s (their value play)
- 9-yr Extended: Reliance 9-50-NORT $849-1,049 vs Whirlpool Energy Smart $899-1,099 — roughly equal
- Hybrid 50-gal: Reliance HPHE-50 $1,399-1,799 vs Whirlpool Hybrid UE6T-H $1,499-1,899 — Reliance slightly cheaper but Whirlpool more available
Where Whirlpool may beat Reliance
- Lowe\'s install service — turnkey delivery + install $199-499
- Brand recognition if you specifically want the Whirlpool badge (resale comfort for the next homeowner who recognizes the name)
- Wider Lowe\'s footprint for stock availability
- 6-yr base price — Whirlpool often $50-100 cheaper than Reliance 6-NORT
Where Reliance beats Whirlpool
- Same-day emergency swap at Ace/True Value beats 1-3 day Lowe\'s delivery
- Mini-Tank SOMS line has no Whirlpool equivalent (great for point-of-use)
- 9-yr and 12-yr tiers may price slightly under Whirlpool Energy Smart in some markets
- HPHE Hybrid line often available at smaller plumbing wholesale at $100-200 below Whirlpool retail
Bottom line
Same product family, different badges, different channels. Whirlpool wins on brand recognition + Lowe\'s install service. Reliance wins on hardware-store availability + Mini-Tank line + occasional pricing edge on 9-yr/12-yr tiers and Hybrid. Choose by retailer preference.