Germany
Germans prefer long lasting products. For which they will pay a higher price. Durable products reduce replacement cost. Durability is a sign of craftsmanship, quality, tradition and continuity. Durable products “stand the test of time.”
United States
For Americans durability is relative. Products don’t last forever. Change, on the other hand, is a constant. Products must adapt to the changing needs of customers. Americans value durability, but within a shorter time frame.
