IFA International spoke to Dr Reinhard Zinkann, Executive Director & Co-Proprietor of Miele in an exclusive interview at IFA 2024
He discussed the brand’s key innovations at this year’s show, its sustainability strategy and AI integration, as well as Miele’s 125-year history, over the course of which the company has never ceased to pursue innovation and quality.
What products and innovations can visitors experience on Miele’s stand at IFA this year?
We are once again unveiling exciting new innovations. First and foremost, our new flagship models of the new laundry care generation, the W2 / T2 Nova Edition, which are setting new standards in terms of laundry care and convenience. We are the first company to present a washing machine that works without ribs and therefore raises laundry care to a new level. It is also equipped with convenient features such as the new SmartMatic programme. In addition, we have the new flagship of our new generation of bagged vacuum cleaners, the Guard L1, which is the world’s first bagged vacuum cleaner that can be connected to an app. In addition to our new products, visitors can also sample tasty treats as TV star chef Alexander Herrmann is cooking live at our stand.
For 125 years, we have stood for durable products and we are convinced that sustainability is linked to the company’s success in the future.
What can you tell us about Miele’s sustainability commitments at IFA and the company’s overall sustainability strategy?
Sustainability is becoming a decisive business factor for us. For 125 years, we have stood for durable products that offer maximum performance and outstanding ease of use and we are convinced that sustainability is linked to the company’s success in the future.
Currently, we are working to make our products and their packaging even more sustainable, and we see digitalisation as a key enabler. Even after an appliance is purchased, we support our customers through our Consumption Dashboard, for example. Through the app we deliver monthly reports on personal energy usage and provide tips on sustainable use.
At IFA, we are using a recycled booth concept. We are also presenting a concept study of an appliance that consists almost entirely of circular material, and our stand in the Sustainability Zone in Hall 27 is also dedicated to circularity.
How important is AI and how is Miele integrating this technology?
AI will play an important role in the future because it makes appliances better. We are already using AI in our Smart Food ID and in AI Diagnostics. Smart Food ID uses a camera and AI to recognise recipes and offer the appropriate oven programme. AI Diagnostics is a service feature in the Miele app that provides information if appliance failures occur, giving self-help instructions and step-by-step guidelines.
Hall 2.1 / Stand 101
hub27 / Stand 52
125 Years of Quality
Miele is celebrating its 125th anniversary this year with a motto that reflects the brand’s core values: “Once a Miele. Always a Miele. 125 Years of Quality.” “Our goal has always been to be number one in the industry when it comes to quality and innovation. The topic of quality is therefore deeply rooted in our DNA,” said Dr Zinkann.
Miele’s journey as a quality brand has been marked by several evolutions. Having begun as a manufacturer for the agricultural sector, the company has eliminated and added other business areas over the years. “We are now focusing on high-quality appliances for private households and our Professional Business Unit for the commercial sector,” Dr Zinkann affirmed.
Along the way, Miele has presented a number of pioneering products, such as the Honeycomb drum for washing machines in 2001, or the cutlery tray for dishwashers. It has also presented many of these highlights at IFA: the Dialogue Oven in 2017, and the AutoDos automatic dosing system for dishwashers in 2018.
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