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6 IMMER BESSER (Forever Better) Our brand promise There are many good reasons for choosing Miele. Here are just six of them. Since the company was founded in 1899, Miele has remained true to its "Immer besser" (Forever better) brand promise. This means that we will do all that we can to be "Immer besser (Forever better) than our competitors and "Immer besser" (Forever better) than we already are. For our customers this means the peace of mind of knowing that choosing Miele is a good decision – and probably the decision of a lifetime! Miele quality For more than 100 years: It has been a proven adage that you can trust Miele and rely on our appliances. We are the only manufacturer in our branch of industry to test products such as our washing machines, tumble dryers, dishwashers and ovens to the equivalent of 20 years' use. Once a Miele, always a Miele: Miele customers around the world remain loyal to Miele and recommend Miele to others. Looking to the future, we promise not to entertain any compromises when it comes to the dependability and durability of our appliances.