German Approach

Germans prefer products which last a long time, for which they gladly pay a higher price. A durable product reduces replacement costs, is an indication of good craftsmanship, the correct use of material.

It is a sign of consistency, quality, of tradition and continuity. Durable products "stand the test of time."

American Approach

Durability is relative. Products don't last forever. Change is, however, constant, a given. Products must adapt to the changing needs of customers. Americans value durability, but within a more narrow scope.

German View

In many ways Germans see in America a throw-away society, with little sense of quality, people who overvalue all that is "new and improved."

American View

"Who wants to own a product forever?" Americans like change, variety, alternatives.

Advice to Germans

As always, remain in dialogue, in sync with your American colleagues. Define with them just how durable the product should be, keeping in your field of vision your customers as well as your competition.

Advice to Americans

As always, remain in dialogue, in sync with your German colleagues. Define with them just how durable the product should be, keeping in your field of vision your customers as well as your competition.