New energy label: Focus on energy consumption and cleaning performance

Since the beginning of September 2014, energy labelling has been mandatory on vacuum cleaners throughout Europe. This new legislation caps the maximum power output to 1600 W and classifies appliances not only according to energy consumption but also in terms of dust pick-up on carpets and hard flooring as well as dust emissions. Given this new situation, Miele has completely reappraised its range and is now pursuing a dual strategy of 'high suction performance and low consumption'. The process will be accompanied by new model designations.

Quite generally, Miele has always placed the focus on cleaning performance alongside electricity consumption – and not simply to comply with the new EU regulation. 'We are aware from worldwide dealer feedback that most customers are not willing to accept noticeable reductions in cleaning performance in return for maximum energy efficiency', reports Matthias Sander, responsible for floor care products with Miele's Domestic Appliances International division. Research also reveals that only a minority of consumers are prepared to pay the surcharge which a top rating brings with it in terms of enhanced specifications. Miele vacuum cleaners take full account of this by offering tailored solutions and by carefully fine-tuning wattage, airflow and floorhead design to adapt to varying requirements. The result is that all Miele models guarantee both a good to excellent rating for energy consumption and dust pick-up.

Among the current vacuum cleaner models available from Miele, the best have an energy efficiency rating of A combined with a power rating of 600 W to 800 W. The Smart Power Technology offered by the EcoLine Plus fan takes in more air in a shorter space of time and reduces friction losses within the unit. This fan is deployed for instance on the Miele Complete C3 Electro EcoLine Plus and results in a top A rating in all four categories of the new energy labelling scheme, amongst other things thanks to a floorhead with its own powered beater bar (cf. Press Release No. 096/2014). Even in combination with the conventional AirTeQ floorhead, excellent dust pick-up is achieved. Models with the EcoLine fan have a maximum output of 800 W which guarantees efficiency and consumes very little energy (B-rating).

Whereas the focus on EcoLine and EcoLine Plus models is on energy efficiency, the PowerLine models, depending on the country, have outputs of between 1200 W and 1600 W, ensuring excellent dust pick-up. 'PowerLine units represent particularly good value for money', says Matthias Sander. The current Miele winner with Germany's consumer watchdog Stiftung Warentest, the S8340 which boasted the best suction performance of all units, is also a 1200 W unit.

Miele dustbags have also undergone further development to keep pace with the new energy-efficient vacuum cleaners. The new HyClean 3D Efficiency dustbags are made from random-spun fibre and have a softer feel (SoftStructure). This results in less impedance to air flow. Dust distributes more evenly in the new dustbags which inflate to give a 3D effect. This extends the bag's useful life by around 20%. Thanks to its stability and tear-proof qualities, the newly developed dustbags are also ideal for high-wattage models.

To coincide with the launch of the energy label, Miele will be applying a new and highly self-explanatory naming system to its vacuum cleaner range. Depending on the series, the current cylinder vacuum cleaner models now belong to the 'Classic', 'Compact' and 'Complete' ranges. Classic models represent tried-and-tested Miele quality at an attractive entry-line price. The 'Compact' product range stands for a compact design and ease of storage. 'Complete' represents the premium range offering the ultimate in terms of features and user convenience. Where applicable, further special models such as Cat&Dog, Parquet, Silence or Comfort tailor offerings to suit the specific needs of target audiences. Sander: 'This new range does justice to the energy label, caters for all consumer needs, provides orientation and assists with buying decisions'.

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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.