German appliance brand Miele is on a mission to change the mindset of the premium appliance buyer who at this stage is not using sustainability features already built into their products.

For example, only 5% of their washing machine customers use the eco mode on their washing machines which according to the Companies global director of marketing Axel Kniehl.

Change this process and 1.5 billion kilowatts of power are saved in Germany alone.

Miele a Company that manufactures their products to last 20 years is investing tens of millions in changing their manufacturing processes spanning materials, and the processes used to manufacture their products in Europe and China.

During an exclusive interview with ChannelNews Kniehl admitted that Miele has a lot of work to do if their mission is to be achieved.

He also admitted that Miele, who has traditionally sold their products to an audience that recognises the brand values that Miele delivers is now investing in going after a younger audience which will be the next generation of Miele customer.

The business has established a team in Amsterdam to market to this audience via social media.

At their IFA press conference Miele revealed several new products featuring new technologies that Miele management claims will protect the environment and while allowing owners of Miele products to live more sustainably.

Kniehl admitted that investment in sustainability comes at a price.

“We want our products to last 20 years and not five of our competitors” he said.

“This is why consumers pay more for a Miele product” said another Miele executive.

Dr Marcus Miele told ChannelNews that the business is on a mission to make sure that “sustainability applies” across all aspects of their business.

“Appliances that don’t will leave a mark on the world” he said.

At IFA the family-owned company is showing more than 400 devices on a giant 3,000 square meter stand.

Among them is a new generation K 4000 free-standing refrigerators with a new PerfectFresh active freshness system that delivers less food waste.

The interaction of a temperature around zero degrees with moisture and a fine water mist keeps the vegetables and fruit crispy fresh and attractive for up to five times longer holds.

This is a strategy taken out of Hitachi’s brand positioning whereby their refrigerators are more about “food management” than design.

Also new from Miele are new steam cookers which combine a top end oven with v a full-fledged steam cooker in one appliance.

Presenting at today’s IFA press briefing was Dr. Markus Miele and Dr. Reinhard Zinkann and Dr. Axel Kniehl, Managing Director Marketing & Sale.