Product – Durability

German Approach

Germans prefer products which will last a long time. And for which they will pay a higher price. A durable product reduces replacement cost. It is also an indication of solid craftsmanship and the correct use of material. Durability is a sign of consistency, quality, of tradition and continuity. Durable products stand the test of time.


American Approach

For Americans durability is relative. Products don‘t last forever. Change is, however, a constant. Products must adapt to the changing needs of customers. Americans value durability, but within a more narrow scope.