* R&D head Keith McLoughlin to become CEO on Jan 1
* Straberg says wants something new after nine years as CEO
* Chairman says new CEO to continue with strategy
* Shares fall 2 percent
(Adds comments from incoming CEO, updates share price)
By Niklas Pollard and Victoria Klesty
STOCKHOLM, Sept 23 (Reuters) - Electrolux said on Thursday Chief Executive Hans Straberg will hand over the reins after nearly a decade at the helm to an insider seen as extending the company's push into the top end of the white goods market.
Electrolux, the world's second biggest home appliances maker, said Straberg, 53, would be replaced by Keith McLoughlin, who is currently head of R&D, manufacturing and purchasing at the group, the second largest in the sector globally behind U.S. company Whirlpool.
The changing of the guard was unexpected in the light of the acclaim Straberg had received for reshaping the group in recent years but analysts said McLoughlin, 54, a former North America head, was the obvious choice as his successor.
McLouglin told Reuters the core direction and strategy, which he had been part of executing, was sound and that he did not see material changes or course corrections.
"Obviously, Hans is a tough act to follow, he has done phenomenal job here and of course my intention is to build on that," he said. "Most of the changes will be around acceleration, versus changing direction."
He added that he didn't see a double-dip in the U.S. economy but that the market was likely to recover gradually, while affirming the company's outlook for a flat European market and a 5 percent growth in North America this year.
"We feel Keith McLoughlin is a good, dedicated person, and his track record from his three years in North America speak in his favour," Nordea analyst Johan Trocme said.
"Of course there is always a measure of uncertainty related to changing CEO in a large organisation, but in this case they are keeping a good measure of continuity."
Straberg said in a statement that he wanted to do something new after spending 27 years working at the company, which makes appliances under brands including Frigidaire, Zanussi and AEG-Electrolux.
"This was not an easy decision to make, but I consider my mission accomplished," he said.
Electrolux shares fell 2.1 percent to 158.50 crowns at 1222 GMT, underperforming the Stockholm bourse's blue chip index, which was down 1.34 percent.
NEW FOCUS
Straberg spent much of the past decade restructuring a group squeezed by cutthroat competition from lower-cost rivals, shifting a growing slice of Electrolux's production to emerging markets to tap into lower labour costs.
A new focus on premium white goods helped Electrolux boost its profitability despite a sharp fall in demand due to U.S. housing market woes and ensuing global financial crisis, winning Straberg acclaim from industry analysts.
In July, Electrolux just missed earnings forecasts in the second quarter but repeated its outlook for demand to grow this year in its main markets though Europe was expected to see a slow recovery.
Chairman Marcus Wallenberg said he was sorry to see Straberg go and noted the market value of the company had doubled under his nine years as top executive.
"The Board is pleased that Keith McLoughlin will take the baton," Wallenberg said.
"His focus will be to continue executing the Electrolux strategy. Keith has been deeply involved in developing and implementing the strategy, has turned around the Electrolux North American major appliances operations and has already today a major global responsibility." (Editing by David Cowell; Editing by Hans Peters)