Extreme testing is why Miele is ‘Forever Better’

April 18th, 2012

Appliance News Ovens & Cooking

As part of its new marketing campaign Miele has revealed the hardcore testing the German appliances undergo to ensure that they are ‘Forever Better’.

Good looks and charm will get appliances in the door, but hardworking and durability are features that will keep them there.

The German engineered appliances are tested to the equivalent of 20 years usage and in some cases, such as Miele washing machines, appliances are tested to last 10,000 hours of use.

Miele’s director of marketing down under, Gabriella Franklin, said this commitment to quality sets the brand above the rest.

And it will be the key factor in Miele’s new advertising campaign in the coming months.

“The premise of our brand proposition of 20 years usage is based upon recent consumer research which  validated that this to be a major Miele point of difference and a most compelling reason for purchase intent,” Franklin said.

“The statement that our appliances are German engineered and tested to the equivalent of 20 years use also reinforces Miele’s heritage and reflects our superior performance, longevity, quality and design excellence.”

“With the launch of this major marketing initiative, we are confident Miele will continue to acquire new customers while building upon the loyalty of our existing customer base.”

A new Quality Pledges Program will provides replacement of an appliances components within 10 years of ownership.

Miele has also created a website to reinforce the commitment to quality, www.miele20years.com.au.

Expect to see a series of commercials running across programs such as The Block, The Big Bang Theory, The Today Show, Grand Designs, Lifestyle You, MasterChef and Food Safari.

Immer Besser, ‘Forever Better’, has been the company’s motto since its founding in 1988.