Efficiency
Germany is not a resource abundant society. And throughout its centuries-old history it has experienced times of acute shortages. These experiences have left their stamp on the German product philosophy, which considers efficiency a key charateristic of any physical product. Efficient in its development and manufacturing, as well as in its use. Germans strive to achieve more with less.
Intelligence
An intelligent product in the German culture goes beyond fulfilling its purpose as a tool or instrument. An intelligent product thinks with, in the sense of anticipating how a human being puts that product to work. An intelligent product is more than just the extension of its user. It can, and should, in some cases anticipate its user.
Reliability
From the German perspective a product should never break down. It should be 100% reliable. Not only the German engineer thinks this, but also the German consumer. Germans are perfectionists. A reliable product, like a reliable person, delivers on it promise.
Durability
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 craftsmanship and the proper use of material. Durability is a sign of consistency, quality, of tradition and continuity. Durable products stand the test of time.
Quality
For Germans quality is primarily technical, in the sense of the four product characteristics mentioned above. They strive to go beyond the expectations and standards of the market. In every German engineer you‘ll find a combination of scientist, inventor, tinkerer, in some ways also an artist.
Back to Germany.
