Miele's founders stamped 'Immer besser' (always better) on their first washing machines at the start of the 20th century; the family firm in Gütersloh still treats that as its design rule.
Miele is the only manufacturer in the industry that tests its products to a simulated 20-year life: washing machines and dryers are run to 5,000 programs (five per week over 20 years), dishwashers to 7,500 programs or 15,000 operating hours, and commercial machines are tested to even heavier cycles.
An Öko-Institut study commissioned by Miele found that long use is ecologically sensible for most appliance categories, especially washing machines and dishwashers, giving the durability strategy a sustainability argument.
The method justifies a premium price and positions Miele against rivals competing on features and price rather than lifetime.
Test for 20 years; sell the lifetime, not the features
A 20-year test standard is a moat: rivals cannot copy the claim overnight.
Total cost of ownership beats sticker price in the buyer's mind.
Fewer replacements also fit the sustainability story.
The test is concrete — 5,000 programs — not vague marketing.
A durability claim only works if it is engineered and tested, not marketed: set an internal lifetime standard rivals will not match, and let the product prove the price.
Miele's durability positioning remains the core of its premium strategy: the company keeps extending the tested range to dishwashers, vacuum cleaners and commercial sterilizers, and pairs it with long spare-parts availability so customers can check the 20-year promise.
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The sources
- Miele: Langlebigkeit zahlt sich wirtschaftlich und ökologisch aus Markenverband · markenverband.de
- Nachhaltigkeit bei Miele — Auf bis zu 20 Jahre getestet Miele · miele.com