At a time when the culture of discarding appliances after a short period of use is spreading, Miele stands out for producing appliances with a long-life guarantee
We spoke with Zoran Djurić, General Manager of Miele Serbia & Montenegro, about the famous brand and the secret of its success.
The motto of the Miele brand is “Immer Besser!” (Forever better!). Does that mean forever better than others or better than oneself?
From its foundation in 1899 to date, when it employs over 20,000 people, Miele has remained a family-run company, committed to its customers, employees, the environment and society in general. All this time, we have remained true to our brand promise because we have been nurturing tradition, innovation and unique quality for 120 years. When you choose a Miele appliance, you choose longevity, the best quality and superior design. We strive to be forever better than others and ourselves, and we achieve this by consistently holding ourselves to the highest standards we have set.
How has the brand managed to maintain top quality for so many years? Is investment in technological innovation crucial?
At a time when the culture of discarding appliances after a short period of use is spreading, Miele stands out for producing appliances with a long-life guarantee. Today, consumers are sceptical when buying new devices because more and more devices start to break down after the two-year warranty expires. When it comes to Miele appliances, the situation is completely different. In order to make sure that we offer our customers only the best, absolutely every device that leaves the production line undergoes numerous analyses and checks and is tested for a life of use lasting at least 20 years, during which our devices work at full capacity and give flawless results all the time.
We pay special attention to the preservation of natural resources, such as the optimized use of water and electricity, and we strive to ensure that our devices contribute to the preservation of the environment
In addition to guaranteed quality, Miele also attracts consumers with its innovation. As one of the market leaders in innovation, guided by the priorities and needs of our customers, the company directs its investments to improvements, innovations and incorporation of new technologies, all intending to make everyday household chores more efficient and easier to perform. We pay special attention to the preservation of natural resources, such as the optimized use of water and electricity, and we strive to ensure that our devices contribute to the preservation of the environment.
We believe that design informs not only the external appearance of devices but also the complete experience of using them. Guided by this idea, we have developed new built-in kitchen appliances of Generation 7000, which, in addition to quality and advanced technology, are characterized by exceptional design.
All these aspects contribute to maintaining our global position, and in the last 10 years, in Serbia as well.
Has your cooperation with real estate developers resulted in new, higher living standards in newly built facilities?
The goal of the long-term cooperation between eminent architects, real estate developers, interior designers and the Miele Company is to offer users the best, namely quality and durability, for top-notch architectural services and our devices to be perfectly coordinated and as such, offer a higher standard and comfort, both in residential, as well as in business and tourist facilities.
Miele has become a reliable partner in the real estate industry by furnishing every space with high-quality appliances. Our company has a sector that is focused exclusively on the needs of architects, interior designers and real estate developers. Thinking about every step of the process, our team, together with architects and interior designers, designs the space and suggests products that will upgrade each project in the best possible way.
This is validated by many completed projects, which include furnishing luxury complexes such as Porto Montenegro, Porto Novi, Dukley Resort and Dukley Gardens.