40% better than A+++ with cycle time of less than 3 hours / First public appearance by new Executive Director Dr Axel Kniehl

With its new flagship model, known internally as the W1 Prestige, the domestic appliance maker promises its customers a previously unique combination of energy efficiency, cleaning performance and user convenience. 'This washing machine is likely to stand peerless in the marketplace', the Executive Director and Miele Co-Proprietor Dr Reinhard Zinkann confirmed today at a press conference held by the company at the IFA trade show. Similarly, the company is well positioned with respect to the new energy labelling scheme for vacuum cleaners which took effect on September 1.

And, indeed, the new flagship washing machine from Gütersloh tops the requirements for an A+++ energy efficiency rating by 40% in a cycle lasting less than 3 hours. And for those in a rush, laundry can be washed and spun in less than an hour - without entertaining any compromises in terms of cleanliness and hygiene. Miele's QuickPowerWash programme is not any common-or-garden short programme: it achieves A-rated wash performance according to the relevant standards and has been officially endorsed by the wfk Institute in Krefeld. The 'W1 Prestige' spins at up to 1600 rpm and has a 9 kg load capacity. 'This combination of low consumption, shortest possible cycle times and high load capacities can only be had from Miele', says Reinhard Zinkann.

Further new features which set this washing machine apart from the rest of the market include an intuitive 'XL Tronic' touch display, a patented SoftCare drum for extremely gentle fabric care and a reduced need for ironing, the EcoFeedback consumption indicator and TwinDos. The latter represents the world's first integrated 2-phase dispensing system for liquid detergents able to wash whites and/or heavily soiled garments spotlessly clean without the need to manually dispense detergent. This is the result of Miele's UltraPhase 1 and 2 which, alongside Miele's proprietary detergents, can accommodate off-the-shelf liquid detergent and fabric conditioner. And, of course, the W1 also features a conventional detergent dispenser drawer. This washing machine finds its perfect complement in the 'T1 Prestige' dryer with a matching A+++ energy efficiency rating and 9 kg load capacity, which Miele also presented at the IFA press conference.

Miele consolidates its leading position in the field of home automation 

Together with around 400 other Miele appliances, the new 'Prestige' models from the W1/T1 model series are network-enabled and can be monitored and even controlled from a smartphone or tablet PC. 'When it comes to networked appliances, Miele has not only been around for longest but also has the broadest and most diverse portfolio', maintains Dr Axel Kniehl, Executive Director responsible for Marketing and Sales with the Miele Group since August 1, 2014.

Kniehl, previously employed by the Whirlpool Corporation in roles which included the position of CEO with its Bauknecht subsidiary, underlined Miele's clear commitment to smart-house technology. At the same time, he stressed that the surface has merely been scratched in this area when it comes to exploiting the potential of home automation. In future it is likely not to be manufacturers who define successful applications, just as little as Apple has developed the most successful apps. 'At the end of the day, it all boils down to us as appliance manufacturers kitting out our machines in such a way as to allow consumers to tailor their 'smart home' to their own individual needs', Kniehl continued, 'and I promise that Miele customers will be well served in this respect'.

And, when it comes to the new energy label which has capped power input at 1600 W throughout the EU since September 1, Miele is equally well prepared – for instance with its new Complete C3 Electro EcoLine Plus which achieves a top A rating in all four categories: energy efficiency, dust pickup on hard floors and carpeting, and dust emissions. During the press conference, Miele demonstrated that low wattage does not necessarily equate to low power with the aid of an unusual experiment: The 800 W motor from a Miele EcoLine Plus vacuum cleaner, attached to a hoisting device, raised two heavy Miele washing machines weighing 100 kg each to a height of almost 1 m above the floor within a matter of just a few seconds.

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Company profile: Miele is the world's leading manufacturer of premium domestic appliances including cooking, baking and steam-cooking appliances, refrigeration products, coffee makers, dishwashers and laundry and floor care products. This line-up is augmented by dishwashers, washer-extractors and tumble dryers for commercial use as well as washer-disinfectors and sterilisers for use in medical and laboratory applications (Miele Professional). The Miele company, founded in 1899, has 8 production plants in Germany as well as one plant each in Austria, the Czech Republic, China and Romania. 2013/14 turnover amounted to approx. EUR 3.22 bn with sales outside Germany accounting for around 70%. Miele is represented with its own sales subsidiaries and via importers in almost 100 countries. The Miele company, now in the fourth generation of family ownership, employs a workforce of around 17,660, 10,411 thereof in Germany. The company headquarters are located in Gütersloh/Westphalia, Germany.