"Forever better" has been the Miele philosophy ever since the company was founded in 1899. These two words epitomise the absolute and uncompromising commitment to quality that is still valid today.
The stringency of Miele quality tests is difficult to beat. They often demand far more than is required by the industry standards. Individual domestic appliances are picked at random from the inspection line and subjected to an endurance test. These appliances are not considered worthy to represent the Miele brand until they have successfully completed a 10,000 hour test which equates to a life span of 20 years.
These two small words encapsulate the entire philosophy of Miele, a philosophy which is applied to every area of the company's activity. They have been part of the company for a hundred years.
The founding fathers, Carl Miele and Reinhard Zinkann, used this slogan as far back as 1901 to embellish their first wooden tub washing machine. In doing so, they gave birth to a company philosophy which is still the benchmark against which the company measures itself.
This phrase represents both a duty and a challenge to everyone working at Miele. Every employee - whether they work in research and development, manufacturing or sales - has a contribution to make towards achieving this objective. The emphasis lies on inventing and refining new machines and equipment and on improving the consumer benefits they have to offer.
Miele machines are durable and longlasting. The founding fathers considered it unethical to sell machines which would give up after only a few years. In their own words, "Success is only possible in the long term if one is totally and utterly convinced of the quality of one's products."
Protection of the environment is another important part of the company credo. By producing robust appliances that will last for years, Miele has been conserving natural resources ever since the company was founded. Miele's insistence that their machines should make economical use of electricity, water and detergent is a further factor in the concept of quality. Concern for the environment is truly embedded in the company philosophy.
Thanks to this company philosophy which focuses on the dynamic development of quality and technology, the Miele brand is now identified with unsurpassed product quality. The philosophy has helped Miele rise to its position as one of Europe's leading manufacturers of domestic appliances with a reputation for quality which is still unrivalled.