Generation 5000 - Miele

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AWARDS Miele appliances impress German testers Standing order for winning products German consumers are used to the best when it comes to product quality, which is why the German consumer reports magazine “Stiftung Warentest” (Sti- Wa), publisher of “Test” magazine, adheres to very strict testing parameters. But the consumer protectors found very little to criticize with the series of Miele appliances nominated test winners in 2007. The DA 416-4 and DA 429-4 cooker hoods are an excellent example. Both vented wall cooker hoods received a rating of “very good”. For technical reasons, cooker hoods with air recirculation tend to be somewhat less effi cient, but here too Miele appliances ensured fresher air than other products tested. The cooker hoods manufactured in Arnsberg (West- phalia) not only remove grease and odours best, they were also the quietest machines in the test and impressed testers with their good workmanship and simple operation. Less is sometimes more. The S 5 Ecoline cylinder vacuum cleaner achieved better results with “just” 1,600 Watts of suction power in head-to-head competition with more powerful machines (Test issue 4/2007). “Strong suction on velour and looped carpeting, on smooth fl oors and easy to handle on stairs. Very good fi ltering, durable and easy to operate”, was the positive evaluation for the test winner S 5 Ecoline. The testers emphasised that the good overall design of the machine was more important than pure power output. After all, the motor’s low watt intake reduces energy consumption with no reduction in the cleaning quality. Miele washing machines have a long-standing order for fi rst place at “Stiftung Warentest”. The W 3741 WPS, voted best appliance in the September 2007 issue, is no exception. Its “very “Which? Award 2007” goes to Miele The “Which? Award 2007” in the home appliance category has been awarded to Miele by the eponymous magazine. The magazine explained its choice as follows: “In our tests this year Miele outshone its competitors, offering outstanding quality across a 6 // Miele The Magazine wide range of products for the home. Miele successfully managed to rack up an unrivalled 18 Best Buys across seven categories – twice as many as any of its competitors…. It’s simple – we like Miele appliances because not only are they easy to use but they also produce The DA 429-4 was evaluated as the best cooker hood by the German consumer magazine “Stiftung Warentest”. 1 THE DA 429-4 RECEIVES A “VERY GOOD” IN THE ENDURANCE TEST, AMONG OTHERS. good” rating was based in part on the endurance test where the W 3741 WPS did not even have to work partiuclary hard to make the cut: StiWa demands that machines complete only 1,840 wash cycles to pass the endurance test, whereas in the laboratory in Gütersloh, a Miele has to master 5,000 loads of laundry to meet internal quality standards. While they were at it, testers wanted to fi nd out who offers the best customer service and prepared machines from different manufacturers with faults. Miele’s customer service took fi rst place because the technicians offered the best quality work and were “skilled, accurate, reliable and friendly.” “Cheap is uncool” was the headline of the StiWa refrigera tion appliance test in the November 2007 issue, which compared small free-standing appliances 85 centimetres in height. The Miele K 2319 S came out on top. Testers praised the model’s low energy consumption, reliable maintenance of storage temperature and the user-friendly interior. excellent results.…So although Miele prices might sometimes be higher than those of other brands, the company’s products definitely give you long-term value for money.” – Understood! The “Which? Awards” were given out for the fi rst time in 2007 but is to be a permanent event in the coming years. Peter Vicary-Smith, the magazine’s chief executive, explains: “To give recognition and to congratulate companies that have excelled throughout the last year, we’re launching the ‘Which? Awards’”.
Mountaineering legend Reinhold Messner lectured in Gütersloh A strong will to reach the highest peak Forever better – forever higher. The twin mottos of the Miele company and the mountaineer Reinhold Messner (63) are not the only point of agreement. The astonishing similarities between Miele and Messners’ approaches to their respective tasks emerged at Messner’s lecture opening a series of education seminars for employees at the Miele Forum in Gütersloh. Reaching the highest level of perfection with the simplest means possible – Miele successfully follows this rule of thumb in household appliances, as did Reinhold Messner when he fi rst enjoyed success on May 8, 1978 at 8,884 metres when he climbed to the top of Mount Everest, the highest mountain in the world. But not with an experienced team at his side, a number of base camps, and an endless series of rucksacks, tents, wireless equipment and a helicopter standing by for an emergency. No, a 20 kilogram pack, one base camp and a single companion (Peter Habeler) were enough for Messner. He did not even bring along a respirator. Doctors at the Miele Forum expressed their doubt at the possibility of this feat – Messner and his companion would have suffocated at such heights according to their medical opinion. “That’s true”, Messner admitted. This is why they fi rst braved the climb after spending a number of weeks at six and seven thousand metres above sea level. So that their bodies would have time to manufacture oxygenbearing red blood cells. “We acclimatised”, Messner explained. Messner completed this astonishing feat 14 times over his lifetime. He climbed an eight-thousand metre mountain without an oxygen mask and extensive “I WAS ONLY INTERESTED IN TWO QUESTIONS: WHAT CAN I DO BETTER? HOW CAN I MAKE PROGRESS?” equipment 14 times. The father of four children describes his approach in 50 books: With logic, care and intensive mental preparation, he was able to break through ever increasingly diffi cult barriers. Messner: “I never asked what I could not do. I was only interested in two questions: What can I do better? How can I make progress?” These are questions asked at Miele every day during production. “We cannot know today what people will demand in future. As such, we like mountaineers, continue to be faced with new, unknown challenges”, Dr. Markus Miele summed up. He is not a mountain climber himself, but read Jon Krakauer’s mountain climbing adventure “Into Thin Air” with great enthusiasm. Not one to shy from extremes: Reinhold Messner recounts his expeditions for a few hundred Miele employees. Miele The Magazine // 7 FOCUS
Page 1 and 2: THE MAGAZINE Generation 5000 RESPON
Page 3 and 4: Dear Reader In the previous fi scal
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Page 9 and 10: % Once in a lifetime Chinese people
Page 11 and 12: 1 Designer fashion from Europe is a
Page 13 and 14: Guests of the Morgan Center are goi
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Page 17 and 18: The giant cake in honour of Archbis
Page 19 and 20: The ribbon-cutting on June 19th was
Page 21 and 22: Tom Dutton (2nd from left) and Sam
Page 23 and 24: Architects and project developers a
Page 25 and 26: New Project in Norway Aker Kvaerner
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Page 33 and 34: Promotional event impresses dealers
Page 35 and 36: Architecture, art and design as the
Page 37 and 38: There is lots of work out there: At
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Page 45 and 46: Miele invests ten million euros in
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