Miele presents new flagship and entry-line models

A year ago, Miele grabbed the attention of dealers and consumers alike with features such as the TwinDos dispensing system or PowerWash technology. At this year's IFA trade show, the company is set to round off its range of W1 and T1 washing machines and tumble dryers: The new high-end models are unique in the marketplace thanks to further USPs. At the opposite end of the range, Miele aims to combine 100% Miele quality with considerably improved value for money. In addition to this, there will be new models for customers who prefer a more conventional machine interface design.

At IFA 2013, the fastest and most energy-efficient W1 washing machines and T1 tumble dryers represented the best laundry-care products in the history of the company, obviously hitting a nerve with consumers. 'The feedback from the trade show, from the point of sale and from the more than 700 dealer training courses we have held has been extremely positive', says Gernot Trettenbrein, responsible for the Domestic Appliance International division with Miele. Miele has continued to expand its market share at price points above € 1000 where the W1 and T1 models already launched reside, Trettenbrein continues.

Machine design, too, was promptly honoured by those who should know: Only a few months after the market launch, the new washing machines and tumble dryers from Miele were granted the coveted 'reddot' award for product design excellence, encompassing both the ChromeEdition and WhiteEdition design lines. And, what's more, almost every second W1 purchaser has so far opted for a model which includes both PowerWash and TwinDos. TwinDos is the world's first integrated dispensing system for component detergents. This system can either be used with Miele's own two-component UltraPhase products or with a conventional liquid detergent and fabric conditioner, saving up to 30% detergent in the process. The traditional drawer dispenser is still included to facilitate manual dispensing.

Now, at IFA 2014, this unfolding success story is set to witness its next instalment. In the upper echelons of the range, Miele is rounding off its W1 series with a new high-end model with a large touch display (XL Tronic). Thanks to additional USPs, this model is likely to be 'peerless in the marketplace', says Dr. Eduard Sailer, board member responsible for technical affairs at Miele. This includes an A+++ minus 40%* energy-efficiency rating for a programme lasting less than three hours and a load capacity of 9 kg. And, for good measure, Miele is also presenting its new flagship dryer at IFA, a model which also boasts an A+++ for energy efficiency and a 9 kg load capacity (cf. Press Release No. 094/2014 for details on the new flagship models).

At the other end of the range, Miele is adding new entry-line models with an A+++ energy rating, an 8 kg load capacity and 1600 rpm to the range at a price which noticeably undercuts the current W1 models on the market. Similarly, lower-priced alternatives are also available among tumble dryers, most of which achieve an A++ energy rating.

And Miele is also including a more traditional user interface in the line-up for IFA 2014 to cater for the needs of a still substantial fan club. DirectControl - which stands for the direct selection of all programmes and additional functions as well as for a large, clear and concise display on washing machines - makes operating both washing machines and tumble dryers particularly simple and logical.

'If we include our recently introduced W Classic and T Classic models which are based on familiar model series, Miele now has a completely refurbished line-up at all price points', say Gernot Trettenbrein. This puts Miele in a good position to break the record set by the Edition 111 models, of which more than 1 million washing machines and tumble dryers have been sold since autumn 2012. 'With our new W1/T1 entry-line models together with the Classic series, our customers are getting much better features for, in part, even less money', states Trettenbrein.

The entry-line models from the W1 and T1 series will reach dealers shortly after IFA; high-end models and models with DirectControl will follow in early 2015 (cf. W1/T1 'At a glance' enclosures for specific product specifications and features).

* 40% more energy-efficient than required for A+++ rating (46)

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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.