Germany gave the world a printing press, a car, a diesel engine, an X-ray machine, aspirin, and studs. “And the last thing she gave,” concludes satirists and feuilletonists, “is a 1980 thermomix.” The sad conclusion: Made in Germany is a tarnished historical label that is now worthless.
The situation deserves a deeper analysis. The famous brand is not only innovations that drive progress, but also the quality of German goods that conquered the whole world. Can we talk about German quality in the era of globalization, when industrialized countries increasingly retain the function of investors, and the entire industry is shifting east and south to cheap labor? Characteristic, by the way, is the fate of the thermomix, "the last German miracle." This is a food processor with the function of cooking, in fact - a crock-pot. This system was created forty years ago by Vorwerk in Wuppertal. Then the glory of German housewives went around the world, whose work in the kitchen comes down to pressing the right buttons. So, the 2019 model, Thermomix TM6, is assembled in China and France. Has the story that began for health entered a phase for peace?
Today, few people know that the legendary brand also began with this phase. He was born in the second half of the 19th century by no means in Germany, but in England. Hence the “made”, which in those days did not have international significance. In 1887, the British Parliament passed a trademark law requiring local sellers to indicate the country of origin. This was done in the interests of English consumers so that they can make an informed choice between "high-quality" local and "low-quality" imported items.
The main importer was Germany. And British consumers quickly realized that Made in Germany products are actually better, more reliable, more durable than domestic ones, and moreover, more affordable. This was especially true for products of complex and technologically intensive industries. Sewing machines, optical instruments, precision measuring and technical instruments from Germany were out of competition. So the British lawmakers, seeking to infringe on German manufacturers, created them world fame.
In the middle of the last century, the brand became synonymous with the German economic miracle. By the way, some products from the GDR were also labeled Made in Germany - as the highest quality mark. West German manufacturers, not wanting to yield to leadership, came up with a clarification for their products: Made in W. Germany: better than the best!
In the 90s, things got more complicated. Globalization has begun. Today, the symbol of the German economy, the Volkswagen car, on average, only 35% consists of parts, components and mechanisms of its own production. 65% - from the products of partners that are scattered around the world. Is VW a German brand?
Nowadays, the most successful manufacturers consider their own brand more important than the national one. Brands Made by Mercedes-Benz, Made by BMW appeared.
But the mass of Chinese goods that saturates the world is not a recognition of quality. According to an international survey of the YouGov platform, goods from Germany are most trusted. The survey concerned export products of the twelve largest industrial countries. In last place are Chinese goods. The top five, except Germany, included Italy, Britain, France and only one non-European country - Japan.
Yes, not everything from Germany can be called Made in Germany. But world trade agreements reserve the right to label in such a way products that even 90% consist of parts and components made in other countries, if the final assembly is still made in Germany. They will not collect "what got" and "from what got".
Well, as for the thermomix, after it Germany gave the world chip cards, digital audio format mp3, freon-free refrigerators (as a result of which the notorious ozone hole began to overgrow), “living” prostheses with microprocessor control, a way to clean water without chemicals, virtual reality glasses , numerous developments in the field of artificial intelligence. And this is not a complete list!