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Vol. LXIV, No. 47
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Wednesday, November 24, 2010
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Vol. LXIV, No. 47
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Wednesday, November 24, 2010
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 QUIET AND CLEAN: Míele’s dishwashers are known for their exceptionally quiet operation and superior cleaning performance. Shown in the photo is the compact “Optima Slimline” model. Every inch of space can be effectively utilized, and all Míele dishwashers come with a 90-day money-back guarantee. Míele guarantees that their dishwashers are the quietest and clean better than a customer’s previous model, or they will refund the purchase price. |
“Don’t you dare give your mother a vacuum cleaner for Mother’s Day — unless it’s a Míele!”
That popular advertisement for the Míele vacuum cleaner is just as appropriate today as when it originally appeared 10 years ago.
Known for their excellent quality, performance, and longevity, Míele products have become very popular in the U.S.
Whether it’s a dishwasher, refrigerator, oven, cook top, washing machine, dryer, rotary iron, or the latest Míele items to be introduced here, the wine cooler unit, and new generation of coffee system, it is a product to be proud of, notes Paul McCormack, Míele Director of Public Relations.
“We are getting a foothold in the U.S., and we are redefining how appliances are purchased and serviced in America. We deal with smaller, independent companies for distribution. We see eye-to-eye with independent dealers. We are an independent company ourselves.”
An independently-owned family business, Míele made its entrance in Germany in 1899, when Carl Míele and his partner produced a cream separator. This was followed in 1901 by a butter churn, and a washing machine apparatus in 1903. The rest, as they say ….
New Jersey Roots
The company thrived over the years, and in 1985, it opened its first U.S. location in Somerset, N.J., offering dishwashers and vacuum cleaners. There are now 10 showrooms in major metropolitan areas across the country and 425 employees, having expanded from the original 7. The Princeton showroom at 9 Independence Way, Route One North, opened in 1999.
“We are very happy with our New Jersey roots,” says Mr. McCormack, who has been with the company 12 years. “We have had controlled growth in the U.S. In 1986, we brought in ovens and cooktops, then washing machines and dryers. Refrigerators didn’t come in until 2007, and we have recently introduced our wine cooler units and the newest generation of coffee systems.”
The attractive showroom features all of these products in a handsome, spacious setting, he adds. “The showroom is open to visitors, and people can come in and see the cross-section of Míele products. It’s intimate marketing. For example, after you buy one of our ovens, you can come back to the showroom and have a complimentary Master Chef class, and learn about all the possibilities. There are so many wonderful components available.”
The dishwasher and vacuum cleaner are big sellers in the U.S. Available in many bright colors, the vacuum cleaner is in demand because of its superior vacuuming performance and its advanced filtration system for safeguarding indoor air quality.
“The dishwasher is a staple product for Míele in American homes,” points out Mr. McCormack. “We have the quietest, best-performing dishwashers that meet design criteria. They have gotten fabulous reception from interior designers and architects, who appreciate the endless integrative possibilities, including custom doors, which can be fully integrated. We introduced the ‘In Cognito’ line of integrated appliances.”
The Míele dishwasher received the prestigious J.D. Power & Associates highest customer satisfaction award this year.
Best Sellers
“Interestingly, we find that we sell a lot of dishwashers in April and May — maybe because people have gotten a tax refund,” surmises Mr. McCormack.
Míele washing machines are also best sellers, he reports. They have always featured the front loader design, offering the cleaning and water efficiency advantages of that design. “What you need for a washer is mechanical action, water temperature, detergent, and time,” he explains, adding that Míele has been ensuring that their products have been energy-efficient and environmentally-friendly
from the company’s earliest days.
“Míele was ‘green’ before it was fashionable. We have always tried to do the right thing for the environment because it was the right thing. We make sure that the manufacture of the product has the least impact on the environment. We adhere to the strictest, highest standards.
“The washer and dishwasher have the biggest impact. How much electricity and water is used? We produce some of the most energy-efficient products available. We lead the pack. Also, in the case of our washing machine, 90 percent of it is recyclable, including the heavy metal content and durable plastic.”
Latest Advances
Míele dishwashers meet and exceed the highest energy-efficiency standards, he adds. “We do not recommend pre-washing for Míele dishwashers. Put your dirty dishes right into the dishwasher. There are sensor-based programs that determine how much water is needed. And you will always use more water if you pre-wash.”
Mr. McCormack is enormously impressed with Míele’s attention to every detail in producing such quality products and in incorporating the latest advances in technology. “We will not sell a product that we cannot service. That includes delivery, installation, and technical support. The vision that the engineers have in creating U.S.-specific products is remarkable. They have to step out of their own area with the U.S. market needs, meet and exceed expectations, and then take it a step further.
“They have created a wireless technology, ‘Remote Vision’, which can connect the customer’s product with Míele. It has totally redefined service. It constantly monitors the product, and can let you know ahead when something needs to be adjusted and changed. Because of this wireless connection, we will call you, and come out one time with the right parts. It is not available anywhere in the world except at Míele.”
Mr. McCormack looks forward to introducing more people to the Míele line of products. Visitors are welcome to stop in at the showroom for a full sampling, and in the Princeton area, Míele products are available for sale at Mrs. G’s TV & Appliances, H & H Gas & Appliances, and P.C, Richards.
“For the past five decades, Míele products have been tested to last 20 years,” he says. “This is our mission. It’s ‘Immer Besser’ — Forever Better. Every product we make needs to be better than the one made before, and better than what else is on the market.”
And this is true, whether it’s the highest energy-efficient induction (or gas or electric) cook top, a wine cooler with three separate temperature controls, or the latest high tech home coffee system for regular, espresso, cappuccino, or latte!
“Míele products are made for the long-term. You can count on them!” adds Mr. McCormack, with a smile.
The showroom is open Monday through Friday 8:30 a.m. to 5 p.m. (800) 843-7231. Website: Míeleusa.com.