The feature thing
I looked at the new washer dryer entry range and it is pretty bare bones.
So is my machine: It's the cheapest base machine with PowerWash and 1600rpm.
These entry machines do compromise on the feature set.
2 ways marketing goes about this.
First of most people don't actually care.
They slashed the prewash and separate rinse cycle on the washer dryers.
Which sounds horrific for most people who care about laundry.
However on the Hotpoint side, washers without a prewash have been successfully selling for a decade and more now.
Most people NEVER even use the additional rinse programm.
So slashing that while keeping the key features (short, delicate drying, high spin) gives a good entry machine for many.
And for them, they save by for example using the smaller drum, ditching the WPS and the second pump for PowerWash to still get that margin.
Second off:
They wanted to get a better entry position price wise.
They knew that walking past the cheapest Miele washer dryer at over 1500€ would scare many off.
They wouldn't even wanna know about them at that price point.
So no chance even starting a talk about them.
Now, the cheapest machine starts at 1399€ (so 1299€ retail).
They still have Miele as a brand in their head.
And sure it is 400€ more to comparable higher end machines.
But quality.
From there if they are interested you got a starting point.
You can then lead them on to Miele's advantages and compare that to other machines (like Bosch's offerings).
The better moisture sensing.
Lower water usage during drying.
Better laundry care over all.
They did the same with their DW (Active with the upgrade path to AutoOpen), their ovens (the 2000 series that doesn't offer PyroFit even though it totally could) and their coffee makers (5000 series with the upgrade path to more functions and physically bigger machines).
Higher quality.
Flexibility (programming).
And then if they say they would be ready to invest that extra money you can talk about the upgrade to the 1 line display machine or even the M-Touch.
Then you can ask the questions like if they would need these additional options (more cycles, pre wash), the PowerWash or the TwinDos.
I looked at the new washer dryer entry range and it is pretty bare bones.
So is my machine: It's the cheapest base machine with PowerWash and 1600rpm.
These entry machines do compromise on the feature set.
2 ways marketing goes about this.
First of most people don't actually care.
They slashed the prewash and separate rinse cycle on the washer dryers.
Which sounds horrific for most people who care about laundry.
However on the Hotpoint side, washers without a prewash have been successfully selling for a decade and more now.
Most people NEVER even use the additional rinse programm.
So slashing that while keeping the key features (short, delicate drying, high spin) gives a good entry machine for many.
And for them, they save by for example using the smaller drum, ditching the WPS and the second pump for PowerWash to still get that margin.
Second off:
They wanted to get a better entry position price wise.
They knew that walking past the cheapest Miele washer dryer at over 1500€ would scare many off.
They wouldn't even wanna know about them at that price point.
So no chance even starting a talk about them.
Now, the cheapest machine starts at 1399€ (so 1299€ retail).
They still have Miele as a brand in their head.
And sure it is 400€ more to comparable higher end machines.
But quality.
From there if they are interested you got a starting point.
You can then lead them on to Miele's advantages and compare that to other machines (like Bosch's offerings).
The better moisture sensing.
Lower water usage during drying.
Better laundry care over all.
They did the same with their DW (Active with the upgrade path to AutoOpen), their ovens (the 2000 series that doesn't offer PyroFit even though it totally could) and their coffee makers (5000 series with the upgrade path to more functions and physically bigger machines).
Higher quality.
Flexibility (programming).
And then if they say they would be ready to invest that extra money you can talk about the upgrade to the 1 line display machine or even the M-Touch.
Then you can ask the questions like if they would need these additional options (more cycles, pre wash), the PowerWash or the TwinDos.