German company. German clothing and shoe brands
AEG and Electrolux
This year the AEG brand turns 130 years old. Strategically important areas of household appliances, for example, built-in kitchen appliances - ovens and hobs (except gas) are produced in Germany, at a plant in the city of Rottenberg. Vacuum cleaners are produced in Hungary and China. In general, they have a lot of locations: all over Europe, Türkiye, China. By the way, few people know that the united concern AEG-Electrolux also includes this brand, which we associate more with Sweden. AEG-Electrolux is one company, and often the same models are produced under different brands. Small AEG appliances (personal care, kitchen, audio systems, etc.) are produced mainly in China, and this equipment is not directly related to the AEG-Electrolux concern. The rights to use the AEG trademark in small appliances belong to the family of Emmanuel Klassen, who founded the CLATRONIC trademark, but more on that below.
Miele
In Russia, this brand is known as very expensive and truly German. Secondly, it’s true, many models (for example, vacuum cleaners) are assembled in Germany. The first is, alas, a Russian exclusive: in Germany, Miele equipment costs 20 percent more than its competitors, in our country it costs several times more. This is due to the positioning of the brand and the fact that the company does not have local production in our country, like, for example, Bosch and Siemens (German concern BSH), Korean LG and Samsung and others.
Thomas
And this brand is much more famous in Russia thanks to powerful television advertising. In Germany, he is not so popular (numerous surveys of locals give almost zero results), but almost every Russian immediately starts humming a song about Thomas. However, this is an old German production (the company was founded in 1900 and initially produced electrical equipment and tools), and most Thomas vacuum cleaners are still produced in Germany at the plant in Neunkirchen (North Rhine-Westphalia). Last year, the first models with multicyclones appeared in the company’s assortment - for example, Thomas Multi Cyclone Pro 14 and windshield wipers. These models are made in China, as is honestly written on the Thomas website.
Liebherr
A German brand, known since the 50s of the last century, refrigerators and freezers are one of the areas of activity (for example, the company produces tower cranes). The headquarters is now in Switzerland. Liebherr factories are located in Austria, Germany and Bulgaria.
Bosch and Siemens (BSH concern)
Aliya Kling, head of the corporate communications department of BSH Household Equipment LLC, comments:
“The company has about forty factories around the world, two of them – for the production of washing machines and refrigerators – are located in Russia, in Strelna, in the Leningrad region. I would like to draw your attention to the fact that enterprises in Strelna are engaged not in assembly, but in the production of equipment, with a localization level of more than 50%. The products of the factories in Strelna meet all quality standards that are uniform for the BSH group around the world and are exported to a number of countries, including Western European countries. There are products from various company factories on the Russian market. The consumer habit of looking at the country of origin is a relic, and in the case of a large international business with uniform standards, the country in which the device was manufactured has no influence on its characteristics. It is in the company’s interests to ensure a uniform standard of production.”
Let us add that the BSH structure includes the old luxury German brands of household appliances Neff and Gaggenau.
Kärcher
The company was founded in 1935, and Kärcher's headquarters are still located in Germany, and the company remains a family business. Household appliances have been produced since 1993 (before that - only professional ones). Over the years, the company has become international: there is a factory in Brazil, a foreign branch in France, divisions in Austria and Switzerland, subsidiaries in North America, Africa and Australia. The company relies not so much on production in other countries (for example, vacuum cleaners with aquafiltration are produced in Germany, but windshield wipers are made in China), but on the creation of branded service centers: there are now about 40,000 of them in more than 190 countries.
Braun
Braun GmbH is originally a German engineering company, a manufacturer of electric shavers, irons and steam generators, kettles, personal care devices, personal medical equipment - with headquarters in Germany, in the city of Kronberg. Since 2005, the Braun brand in the “beauty and health” category has been owned by the cosmetics giant Procter & Gamble (razors, epilators, hair dryers and stylers), and Braun small household appliances have been sold to the De’Longhi Group. The equipment is produced in Germany, Hungary, the Czech Republic, Poland, Ireland, Spain, China and even Mexico (but, naturally, for the American market).
Steba
Another family business. As the company explains, it is very important for business to have production in Germany - the plant for the production of household appliances is located in the ancient town of Bamberg. Only a few models are produced there, including electric grills, induction cookers and some others. On the official website you can clarify this point, and on the devices themselves you can see the inscription either “Germany” or “made in Germany”. At the plant in Bamberg, they not only produce and assemble equipment, they also control consignments of goods arriving from other countries, where products under the Steba brand are assembled in factories specializing in OEM production. This is both traditionally China and, for example, Belarus: Steba microwave ovens, originally from Minsk, are produced at the plant of the Chinese concern Midea, which produces the lion's share of microwave ovens in the world.
Rommelsbacher
Also a family business, it is very developed in Germany. The brand's products appeared in Russia only a couple of years ago, although the company is quite old. A story similar to the previous one: also a plant in an ancient Bavarian city - this time Dinkelsbühle, some models are also assembled in Germany, the rest are under control and undergo technical modification if necessary. In addition, the plant is engaged in OEM production and produces equipment for other brands. Rommelsbacher products made in Germany can also be identified by this inscription directly on the device body. In other cases - also just Germany. But Rommelsbacher vacuum sealers are produced at a factory in Italy. And, of course, no one canceled China.
Quasi-Germans: they are doubtful! Although sometimes they produce equipment in Germany
BORK
This brand is the talk of the town among experts in the world of household appliances. There are almost no indifferent people, because the conquest of the Russian market by this brand and its very rapid development is due to a talented team of marketers, and everything talented does not leave people indifferent.
On the official website we read: “The Bork company was created in Germany in 2001 with the aim of producing high-quality household appliances for the markets of Russia, the CIS and Eastern European countries. The company's head office is located in Russia." In fact, the company is Russian, even if the trademark was registered somewhere else. The idea is beautiful: to collect all the best and most conceptual on the world market of small household appliances and bring it to Russia under our own brand. But the implementation was not so beautiful: the products bore the same “made in Germany” stamp, while the equipment was mostly assembled in China and Belarus. The price tag is off the charts, you can hear something German in the sound combination “Bork”...
The SEB group of companies (brands Tefal, Moulinex, Krups, Rowenta - also originally a German brand, now Rowenta care equipment is produced in France, Germany and China) filed a complaint with the Federal Antimonopoly Service of the Russian Federation against the company that owns the BORK trademark. The essence of the complaint: consumers are misled about the place of production of equipment, BORK is accused of unfair competition. In 2010, a settlement agreement was reached between FAS and Bork Electronic GmbH, in which it undertook to eliminate violations and correctly label products. After that, many products bore the inscription simply “Germany”, without “made in”. This could mean anything - for example, a German design, and could be true. Now the BORK brand sells products manufactured, among other things... in Germany (for example, vacuum cleaners), in Korea (multi-cookers) and, of course, in China.
Zigmund & Shtain
On the Russian website we read: “The company Zigmund & Shtain GmbH is a modern European production and trading holding with headquarters in Dusseldorf.” It is not reported where the production facilities are located. The company's website in German is located at www.zigmundshtain.de, but it looks inoperative and shows no signs of life. In addition, the address indicated is not in Dusseldorf, but in Berlin. Suspicious. But the equipment has been sold in Russia since 2002, the range is expanding, and people like it. The appliances are produced in different countries: China (small kitchen appliances), Turkey (hoods), France (electric hobs), Romania (built-in hoods).
Hansa
If you go to the website of the Polish brand Amica, almost unknown in Russia, but popular in Europe, you will find that Amica and Hansa products are identical. In Russia, the company positions itself as German and emphasizes the “Germanness” of the brand. This is its strategic choice, the equipment it produces (in Poland) is no better or worse for this. The author’s personal experience is positive: the Hansa stove has been working great for five years.
The Russian website has the following information: “The Hansa brand was founded in 1997 by the German company Magotra Handelsgeselshaft and quickly spread throughout Russia and the CIS countries. It can currently be found in more than 22 countries around the world.”
Then everything is so complicated that the ends cannot be found. “The history of the company began in 1957, when the first coal-gas stove rolled off the assembly line of the plant, where Hansa household appliances are now produced. Since 1961, for almost 20 years, the main consumer of the plant’s products was the Soviet Union, thanks to which the plant’s gas stoves are well known to the older generation of Russians under the Wromet brand. In 1981, the company entered the East German market, including not only gas, but also electric stoves in its portfolio.” That is, the Hansa brand is registered by a German company. But in general, the brand is more related to Poland than to Germany and belongs to the Polish company Amica Wronki S.A.
Kaiser
The brand is 20 years old, and there is information circulating on the Internet that the company was founded by a Russian businessman. There is no evidence, no refutations either. The trademark is registered in Germany. There is a German-language website, from the content of which it is clear that Kaiser equipment is distributed in Russia, Ukraine and Kazakhstan - not in Germany. In 2016, the brand exhibited for the first time at the international exhibition IFA in Berlin. On the official website of the exhibition, in the section “Exhibitor profile” (“Exhibiting company card”), information about the legal entity for which the brand is registered - Kaiser OLAN-Haushaltsgeräte is repeated, and contact persons are indicated, whose names are Inna and Svetlana. In general, of course, this is a quasi-German brand that has long aggressively emphasized its Germanic origins. What now? The equipment is produced in Italy, Poland (where Hansa is), in China and... in Germany. Very high prices - in comparison with the same Hansa. The bet, of course, is on “German” positioning.
KUPPERSBERG
There is no aggressive positioning as a German brand - everything is quite intelligent. The official website contains information that the company was founded in the early 2000s and is registered in Germany. The name translates from German as “mountain top”. Well, probably the name of the Küppersbusch brand prompted this idea. The website says that the brand has identified Russia as its main market. There is an English-language site, but even if you select German or English and the region “Germany,” it immediately brings you to the Russian-language version.
According to the website bitprice.ru, the equipment is produced in Spain, Italy, Portugal, France, and Turkey.
The number of German companies operating on the Russian market has been declining for the third year in a row. By the end of 2016, there were 5,237 legal entities operating in Russia with the participation of citizens and enterprises from Germany, as well as representative offices and branches of German companies. This is 6 percent less than in 2015, the German-Russian Chamber of Foreign Trade (AHK) in Moscow reported on Tuesday, January 24, citing official data from the Federal Tax Service of the Russian Federation.
Context
The reduction compared to 2013 was 15 percent. Then the number of German companies registered in the Russian Federation reached 6,167. “Unfortunately, the crisis of recent years has led to a market cleanup in Russia and among German enterprises,” said Matthias Schepp, chairman of the board of AHK. However, many companies from Germany, according to him, still firmly believe in the Russian market, see its great potential and continue to invest.
According to the German Federal Bank (Bundesbank), direct investments in the Russian economy by German companies amounted to 2.038 billion euros in the first three quarters of 2016, which is significantly more than for the entire 2015 (1.78 billion euros).
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Metro Group
In the list of the 50 largest foreign companies in Russia compiled by Forbes magazine, the Metro group with revenue of 294 billion rubles ranks second in 2015. In Russia, the company is represented by 81 stores of the Metro Cash & Carry food chain and 67 Media Markt electronics and household appliances stores. In the coming years, the concern plans to more than double the number of Russian electronic network points.
The largest German companies on the Russian market
Volkswagen Group
Russian revenues of Volkswagen, which produces Tiguan, Polo, Jetta and Škoda Rapid cars at a plant in the Kaluga region and at the GAZ facilities in Nizhny Novgorod, amounted to 231 billion rubles in 2015. The crisis in the Russian car market did not spare the German giant either: in 2015, Volkswagen sold 174.3 thousand cars in Russia, 37 percent less than a year earlier.
The largest German companies on the Russian market
Daimler
But another German auto giant, Daimler, had revenue in Russia of 148 billion rubles. The concern announced plans to begin production of Mercedes-Benz passenger cars in the Moscow region in 2019. In 2015, 42 thousand Mercedes passenger cars were sold in Russia; the drop in sales by 2014 in units was 15 percent.
The largest German companies on the Russian market
BMW Group
Unlike its competitor, BMW is not yet in a hurry to decide to build its own plant in Russia due to the falling market. According to the Association of European Businesses in Russia (AEB), the concern's Russian sales in 2015 decreased by 23 percent to 27.5 thousand. Its revenue on the Russian market for the same period amounted to 87.6 billion rubles.
The largest German companies on the Russian market
BASF
The strategic partner of Gazprom in 2015 managed, according to the Forbes rating, to achieve revenues of 65 billion rubles in Russia. In addition to Russian oil and gas projects in which BASF participates, the concern produces chemical products for the construction industry in Russia.
The largest German companies on the Russian market
Globus Group
The German hypermarket chain owns 11 stores in Russia. In 2015, its revenue on the Russian market amounted to 56 billion rubles. Thanks to these results, the company entered the top ten largest food retailers in the country for the first time. The next Russian Globus hypermarket will open in December 2016 in Odintsovo, near Moscow.
The largest German companies on the Russian market
Henkel
The manufacturer of household chemicals based in Dusseldorf received revenue of 50 billion rubles in Russia in 2015. The company's brands include Persil washing powder, Moment glue and Schwarzkopf hair care products. In Russia, Henkel has 9 production facilities and 15 offices. Over the past ten years, the company has invested more than 290 million euros in the Russian market.
The largest German companies on the Russian market
Adidas
The sporting goods manufacturer is not doing very well in Russia. The reason for this is the devaluation of the ruble, which crippled sales growth. Over the past year, Adidas' revenue in the Russian market amounted to 52.6 billion rubles. During this period, the company closed 167 stores in the country, which allowed it to reduce operating costs. Russia is the only region where Adidas does not expect revenue growth in 2016.
The largest German companies on the Russian market
OBI
In 2015, the chain of construction hypermarkets in Russia received revenue of 49 billion rubles. OBI has 27 stores in the Russian market. The company leases space for most of them, but plans to build two of its own stores by 2017.
The largest German companies on the Russian market
Siemens
The manufacturer of Sapsan trains, the Siemens concern, received 36 billion rubles in revenue on the Russian market in 2015. Over the 10 years from 1995 to 2015, the company invested more than 910 million euros in modernizing its production facilities and developing personnel in the country.
The largest German companies on the Russian market
REWE Group
One of Europe's largest trade and tourism concerns is represented in Russia by the Billa supermarket chain. In 2015, its revenue here amounted to 34.8 billion rubles. There are currently 104 supermarket chains operating in the country. The company plans to increase the number of Russian retail outlets to 200 by 2020.
Many “brands” masquerade as German and it is important to understand which brands actually come from Germany. After all, in order to be sold in Germany and the European Union, and even more so, to have at least part of the production there, you need to comply with certain requirements for the quality and safety of products. By the way, in Germany they are even stricter than in other European countries.
Steba: updated the line and... turned green
The corporate red was replaced by eco-friendly green, and Steba’s new products received the ECO badge, meaning “fresh, healthy, economical.”
ECO is an MBT line where energy saving and environmental friendliness are a priority. This is not only about saving energy, but also about the purpose of the equipment - preparing healthy food at home. For example, the Steba MX 2 Plus blender makes smoothies and crushes ice, and a mesh microfilter helps separate small seeds and get a “clean” drink. Includes a mini grinder for coffee, cheese, herbs, nuts and spices.
The Steba ED 5 fruit and vegetable dryer prepares delicious dried fruits, dried mushrooms, herbs and vegetables. One of the most popular MBT devices at IFA 2014 is the Steba IC 20 ice cream maker, which prepares up to 20 servings of ice cream without preservatives, dyes or flavors in less than 30 minutes. The power of the dryer is only 350 W, the ice cream maker is only 9.5 W! Eco-technologies are aimed at ensuring that, with modest energy consumption, devices work no worse than analogues with higher power.
The multi-cooker-pressure cooker-slow cooker Steba DD1 ECO has confirmed its efficiency, having received the energy saving badge from the authoritative German publication Testmagazin.
Steba ECOline stoves consume 400 W less electricity than their predecessors and save up to 36% energy. The use of the most modern thermal insulation materials in EKOline series devices almost eliminates the loss of heat into the room, and your money into the air.
Few companies have retained their equipment production in Germany, Steba is one of them. Some grills, raclette makers and mini-ovens (model G80) are produced here. Such devices are allocated to a special section Made in Germany. In particular, these are 3 new raclette holders: Steba RC 4 Plus, RC 4 Plus Deluxe and RC 4 Plus Deluxe Chrom. All of them are equipped with two working surfaces: a non-stick one made of cast aluminum (for grilling) and a plate made of natural stone. There is also a gourmet version, with an additional cast iron frying pan, on the back of which there is a smooth grill surface (RC 4 Plus Deluxe Chrom).
At the Steba stand, guests were treated to meat cooked in an amazing sous vide device. Products in sous vide are cooked in a vacuum at a precisely set low temperature, and the result, of course, must be seen - no other cooking method gives the meat such juiciness and tenderness! By the way, Steba is a European leader in the production of sous vide, which is gaining popularity among fans of a healthy lifestyle.
Beem - to Russia with his samovar
The Beem brand has existed in Germany since 1974 and celebrates its 40th anniversary this year. Samovars are, of course, the most beautiful and impressive equipment in the company’s assortment: stainless steel (in some models - with gold plated), Swarovski crystals and delicate blue and white decor in the Gzhel style, close to our spirit, will not leave the most strict aesthetes indifferent, and branded engineering discoveries - consumers who are no less demanding in terms of quality and service life. Among these features of BEEM samovars is a steel (and not plastic, like cheap analogues) faucet with a built-in filter. The faucet is very durable, almost eternal, and can also be easily disassembled to replace the silicone gasket. Samovars come in volumes of 3, 5, 10 and even 15 liters (for example, the ROYAL series), each is equipped with a steel teapot, has a continuously adjustable thermostat to maintain the water temperature (from 50°C) and is reliably protected from overheating and “dry” boiling: When the water boils and the set temperature is reached, the samovar turns off.
The handles don't get hot. You can prepare mulled wine in samovars. The advantageous difference between BEEM samovars and most thermopots is the rapid boiling of water thanks to a powerful closed heating element (1800 W, and in some models up to 2500 W). For comparison, most 4-5 liter thermopots have a power of 700-800 W and bring water to a boil in 40-45 minutes.
Coffee makers occupied a special place among Beem devices at IFA 2014. The first is the well-proven Beem FRESH-AROMA-PERFECT drip coffee maker with a built-in coffee grinder (5 grinding levels), electronic control and a water filter. She is the winner of independent testing by the German publication TESTMAGAZIN. The second is the new i-Joicafé with an automatic cappuccino maker and the ability to use not only ground coffee, but also coffee capsules from most popular brands. By pressing the desired button, the user can select a drink: espresso, double espresso, lungo, latte macchiato, cappuccino. The coffee maker cleans itself automatically; just activate the auto-cleaning mode. But the most important thing for connoisseurs of real espresso is an improved pump with a pressure of not 15, as usual, but 20 bar.
In Russia, pressure cookers with easy operation and an ergonomic lid that can be removed and closed with one hand, a bladeless fan and fan heater, toasters with automatic smooth rise of toast (elevator), kettles with electronic temperature control and other appliances and utensils from this German brand will also be available in Russia.
ROMMELSBACHER is a new name on the Russian market: expensive, reliable, German
Actually, this is not a first name at all, but a surname: the ROMMELSBACHER company is a family business. And it’s not new at all, since it was founded in 1928 by Gustav Rommelsbacher and since then has specialized in the production of rather expensive, but very high-quality and truly German household appliances. The fact is that ROMMELSBACHER has its own enterprise in Germany, where they make high-tech and ultra-modern appliances, for example, stoves and tiles, grills, plate warmers, devices for preparing mulled wine and punch, which can also be used as the usual juice cookers, thanks to the presence of an internal container with holes. And it is especially worth noting the built-in induction glass-ceramic electric woks, which use glass - the best tempered glass SHOTT DURAN. They are also made only in Germany.
The consumer can be absolutely sure that he is not overpaying for ROMMELSBACHER products - and all thanks to the 100% quality control system. What does this mean? Each ROMMELSBACHER product manufactured in Germany is first manually plugged into the socket, reaches full operating power and undergoes testing of all major operating and safety systems. And only after that it goes to the packaging workshop!
ROMMELSBACHER is a huge range of small household appliances from blenders, juicers and steamers to mini-ovens, sterilizers, sandwich makers and waffle irons. The line of vacuum sealers deserves special attention: these devices are very popular in Germany, where farming is developed and it is customary to eat healthy food. Having bought natural products once every two weeks, they can be divided into convenient portions, packaged in vacuum bags or containers and stored in this form in the refrigerator much longer than products in conventional packages. In addition, vacuum packaging is a necessary condition for preparing products in sous vide. The line of vacuumizers also includes the professional model ROMMELSBACHER VAC 500; it is distinguished, first of all, by a powerful and reliable Italian pump (air suction speed 18 l/min), electronic control (timer, 2 air pumping speeds, individual settings for delicate products, marinating program , blocking, process indication and LED display). The kit includes more film (5 bags and 1 roll) and a hose for attaching to containers. Pumping out air and sealing is done with one button. The device received the “Very Good” mark with the wording “strongest, fastest and vacuums without competition” from the German publication Haus@Garten Test.
New products for the 2014-2015 season were presented at the ROMMELSBACHER stand: a convenient tabletop contact grill KG 2020, which can be used in a closed, semi-closed and open position; line of electric ovens with grill BGE: model BG 950 for only 10 l, BG 1050 and 1055/E for 18 l, BG 1550 for 30 l and BG 1805/E for 42 l; as well as the TA 1200 tea maker, which is capable of professionally preparing exquisite tea, strictly following the recipe and following all the user’s wishes. The device has 5 programs and 4 precise temperature settings - 80, 85, 90 and 100°C, a heat preservation function, auto shut-off and an integrated water filter.
Bomann, Clatronic, AEG and ProfiCook - NEW TECHNOLOGIES, SAME AVAILABILITY AND QUALITY
The stand of these German brands at IFA 2014 is replete with new products, more than 150 (!): new bright and stylish MBT series for breakfast, pizza makers and pancake makers, grills, raclette makers, blenders, meat grinders, kitchen machines, refrigerators, gas grills, vacuum cleaners have appeared and much more.
But like a real woman, I was attracted by AEG’s beauty innovations: a hairdryer with an automatic cord winder HT 5650 (it will appear on the shelves in December 2014) and an indispensable device for pedicures - the electronic roller RNE 5642, which removes rough particles of the skin of the feet. This device costs 1.5 times less than its widely advertised counterpart and also has 4 replaceable color rollers included - the whole family can use it without compromising hygiene. In addition, AEG has improved the electric toothbrush model - now it has a more powerful motor and the brush has become much more efficient. Although the most effective and necessary device for oral care is an irrigator, which washes the spaces between the teeth with a powerful jet of pressure and prevents diseases of the gums and teeth, indispensable for those who have crowns or dentures, as well as for those wearing braces.
I was very pleased with the appearance of a windshield wiper in the Bomann and Clatronic range: by the way, we caught that rare moment when the owner of the concern, Mr. Emmanuel Klassen, personally demonstrates the operation of the device. We are waiting for a new product in Russia and invite you to participate in the test. 
I present to your attention the German alphabet in pictures. The most famous companies, brands and brands are collected here. Many of them are among the most expensive in the world and are well known to Russian consumers. The German alphabet in pictures A - Audi Audi AG is a German company that produces Audi cars. The company's head office is located in Ingolstadt (Germany). The Audi concern was formed as a result of the merger of 4 automobile companies: DKW, Horch, Audi and Wanderer. Company founder August Horch It is noteworthy that Horch is translated from German as “Listen!” When choosing a name for the new brand, the option “Listen” was proposed, but in the Latin version, that is, “Audi”. B - BMW BMW AG (Bayerische Motoren Werke) is a German company producing cars, motorcycles, engines and bicycles. C - Claas Claas is a German company producing agricultural machinery. The company's office is in the city of Harsewinkel. D - Daimler Chrysler Daimler AG is one of the largest German automotive concerns. The history of its creation is associated with two names - Gottlieb Daimler and Karl Benz. E - Evonik Evonik Industries AG is a German concern whose activities combine 3 areas: production of chemical products, energy, and property management. F - Fulda Fulda is a German company producing car tires. G - Grundig Grundig AG is a German manufacturer of household audio and video equipment. H - Henkel Henkel-Konzern is a German chemical company producing cleaning and detergents, cosmetics and personal care products. The company's office is located in Dusseldorf. I - ILF ILF Consulting Engineers is a world-renowned engineering and consulting company operating in the fields of oil and gas, energy, transport and construction and environmental protection. J - Jenoptik Jenoptik is an optical-electronic group that originates from the Zeiss company. The main areas of the company are optical systems, lasers and materials processing, industrial metrology, transport solutions, defense and civil systems. The office is located in Jena. K - Kraft Kraft is the German representative office of the American company Kraft Foods, one of the leading food companies in Germany, supplying the market with such well-known brands as Milka, Jacobs, Tassimo, Philadelphia, Miracle Whip, Miracoli, Toblerone, Oreo, etc. L - Luftgansa Deutsche Lufthansa AG is one of the largest airlines in the world. M - Mercedes-Benz Mercedes-Benz is an automobile concern producing premium cars, trucks and buses. It is a subsidiary of the Daimler AG concern. The company's office is located in Stuttgart. N - Nivea NIVEA (from Latin niveus/nivea/niveum - white, snowy) is a trademark of the German company Beiersdorf AG. The company was founded in 1882 by German pharmacist Paul Karl Beiersdorff. The history of the Nivea brand begins, however, with the purchase of the company from its founder by businessman Oscar Troplowitz. O - Opel Adam Opel AG is a German automobile manufacturing company and part of the General Motors concern. The main office is located in Rüsselsheim. P - Porsche Dr. Ing. h.c. F. Porsche AG is a German engineering company founded by the famous designer Ferdinand Porsche. The main office is located in Stuttgart. The company's main product is the Porsche automobile brand. Q - Quelle Quelle is a German company that is one of the world leaders in catalog clothing trade. R - Ritter Sport Ritter Sport is a famous German brand of chocolate produced by Alfred Ritter GmbH & Co. KG (headquarters in Waldenbuch). Each Ritter Sport chocolate bar is shaped like a square and is divided into 16 smaller squares. The motto of this tasty product is known to many “Quadratisch. Praktisch. Gut”. S - Swarovski Swarovski AG is an Austrian company known throughout the world as the manufacturer of "Swarovski Crystals". T - Thomas THOMAS is a German manufacturer of electrical appliances. The company was founded in 1900 by engineer Robert Thomas. U - United Internet United Internet AG is a German company providing Internet service provider services. The main office is located in the city of Montabaur. V - Volkswagen Volkswagen is one of the most widely sold German car brands. W - Wella Wella AG is one of the leading German companies producing cosmetics and perfumes. The main office is located in Darmstadt (Germany). X - Xing XING is a social network for finding business and personal contacts, popular in the German-speaking area - Germany, Austria and Switzerland. Y - Yesss YESSS is an Austrian company offering a wide range of tariffs and services on the mobile communications market. Z - Zeiss Carl Zeiss AG is a German company with a high reputation in the world of optics. The founder of the company is the German inventor in the field of precision optics Carl Zeiss. Compact version of the ABC of German companies ABC of German companies Article taken from http://modernpedagog.ru/azbuka-nemeckix-firm/
Photo. Munich, Germany.
Excellent quality is what distinguishes every brand marked “Made in Germany”. German accuracy, practicality and hard work make the products of companies in this country in demand on the world market. Here, business is passed on from generation to generation, so many German companies have quite a long history.
A name that has turned into a brand or trademark - such examples are not uncommon in Germany. The best German brands are traditionally named after their founders. But here, as with any rule, there are interesting exceptions.
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The German clothing company Tom Tailor specializes in the production of everyday items in the mid-price category. At one time, the founder of the company, Uwe Schröder, was looking for a name that would be associated among buyers with high-quality, beautiful, but inexpensive clothes. This is how the brand name Tom Tailor was born, which translated from English means “tailor Tom”. The founder of the fashionable brand of clothing, accessories and perfume S. Oliver, Bernd Freier, gave his brainchild the name of the hero of Charles Dickens's novel "Oliver Twist" - Sir Oliver.
No less famous are the names of German shoe brands - the standard of quality and convenience. The Rieker family company opened in 1874 in the city of Tuttlingen, the founders were two friends - Heinrich Rieker and Karl Seitz. At that time the company was named Rieker&Seitz. Later, the shoe factory was inherited by members of the Riker family, changing its name several times, but always retaining the surname of the founder. Currently, the brand is called Rieker, and its products have become loved and popular all over the world.
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The list of German cosmetics companies would be incomplete without mentioning brands that produce professional cosmetics. Many of them are named after their creators. Thus, the company Klapp - after the surname of the founder, the practice of alternative medicine Gerhard Klapp, Janssen - in honor of Walter Janssen, Dr. Baumann - Dr. Thomas Baumann, Schmitt Cosmetics - Ludwig Schmidt.
Among German cosmetics brands there are also names from words borrowed by the founders from other languages. Thus, the cosmetic brand Lavera, created in 1987 by Thomas Hase, received a name consciously (from Latin Lavera - “true, authentic”): it reflects the company’s philosophy - the creation of bio-cosmetics for skin and hair care from natural plant materials without synthetic components . Another German brand, Etre Belle, has a French name (translated as “to be beautiful”), which also corresponds to its goal: maintaining the beauty and health of the skin with the help of effective cosmetics.
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Automotive industry
German car manufacturing companies are the most recognizable car brands in the world. One of them is Audi, founded in 1909 by August Horch. The surname Horch means “listen” in German, which is Latin for Audio. The name Audi was proposed by the son of one of Horch’s business partners and was accepted by the others with a bang, as it was quite sonorous, laconic and at the same time indicated the founder of the company.
The legendary abbreviation BMW, which has a lot of nicknames in different countries, actually has a rather prosaic decoding. The name of the automobile concern founded in 1916 in Munich by Franz Joseph Popp means Bayerische Motoren Werke - “Bavarian Motor Works”.
The name of the German car company Volkswagen is associated with reliable German cars, but not with Adolf Hitler. But it was he who, in the fall of 1933, “ordered” from Jacob Werlin (an employee of Daimler-Benz) and Ferdinand Porsche a new, “people’s brand” of cars: reliable, spacious, powerful, easily transformable into military equipment, and at the same time inexpensive. After the release of the first car, the brand was called: “people's car” - Volks-Wagen. Over the years, this famous brand has not lost ground, introducing new models. Thus, in 2008, the compact SUV Volkswagen Tiguan went on sale, the original name of which was formed by crossing the words “tiger” and “iguana” (Tiger, Leguane). With this, the developers emphasized the power and speed of the new crossover.
The German brand and company for the production of passenger cars Mercedes-Benz was founded in 1926 by Karl Benz, Gottlieb Daimler and Wilhelm Maybach through the merger of Benz & Cie and Daimler - Daimler-Motoren-Gesellschaft. The company received its name thanks to the two most popular models of both companies - Mercedes and Benz Patent-Motorwagen. In turn, the Mercedes car was named after the home nickname of the daughter of Daimler-Motoren-Gesellschaft employee Emil Ellinek - Mercedes. So the cute name turned into the official name of the brand.
Soon Wilhelm Maybach leaves Mercedes-Benz and starts his own business. After the creation of the Maybach automobile company in 1909, the name of the German engineer thundered throughout the world: the name “Maybach” is invariably associated with expensive, exclusive cars of the highest class.
In 1998, a two-seater Smart car of original design and construction, developed by Daimler-Benz together with the Swiss watch company SMH, appeared in Frankfurt showrooms. The name of the unique small car is translated from English as “smart guy,” but also has an encrypted meaning: the letter S stands for swatch (“sample”), M stands for Mercedes, and the word Art stands for “art.”
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Other popular beer brands in the country also bear symbolic names: Paulaner - in honor of the founding monks of the Paulaner order (the name of the order is named after the founder Francis of Paola), Radeberger and Flensburger - in honor of the cities of Flensburg and Radeberg, where the drink production plants are located.
The name of the “coffee” brand Tchibo, created in 1913 in Hamburg by Karl Chilling-Irjan, is derived from the first letters of the founder’s surname and the German word bohnen - “beans”: in the first years the company was closely involved in the supply of coffee beans.
IT technologies, electronics and energy
In 1972, a group of employees of the German company IBM created the company “Systeme, Anwendungen und Produkte in der Datenverarbeitung”, producing software for effective business management. The cumbersome name was later shortened to the abbreviation SAP, which became its official name.
One of the oldest German consumer electronics brands is named Grundig, in honor of the company's founder. In 1945, in Germany, Max Grundig launched the production of the first portable radios, which became true hits of their time.
Earlier, in 1928, the talented technician Christian Kress launched the production of electric motors for washing machines and also gave the company his name. Kress's business is going uphill, the product range is expanding, and Kress is becoming a large German company producing power tools. A similar story happened with the Siemens brand: in 1847, a scientist and engineer from Germany, Werner Siemens, opened his own company that dealt with electrotelegraphy and produced electromedical devices. The company was named after the surname of the founder, which is still known throughout the world: the branded concern built telegraph lines, was involved in nuclear energy, and produced mobile phones and household appliances.
Household appliances and watches
German brands of household appliances also often have names derived from the names and surnames of the owners. The Bosch group of companies was no exception. In 1886, in Stuttgart, entrepreneur and engineer Robert Bosch founded a workshop of precision mechanics and electrical equipment, and by the beginning of the 20th century he opened his own factory that produced products under the Bosch brand - first a complete set of electrical equipment for cars, and then household appliances and power tools.
The surname of another Prussian engineer, Max Braun, also turned into a brand name. In 1921, in Frankfurt am Main, a mechanical engineer opened his own shop, which a few years later grew into the largest German engineering company Braun. Today Brown confidently occupies a niche in the production of small household appliances.
The equally famous German company Karcher is named after the engineer Alfred Karcher, who in 1935 in Stuttgart created his own company, which gradually became a leader in the production of cleaning equipment. The concern still bears the name of its creator and is a family business. The continuity of the family business can also be demonstrated by the Miele company, founded in 1898 by Karl Miele as a manufacturer of milk separators. When household appliances began to be produced under the brand name of the now famous brand, the name played a good role in promoting the company on the world market: the word Miele sounded familiar to the Italians and French (Italian “miele”, French “miel” - “honey”), the Dutch ( popular name Miele).
The Steinhart watch brand, which delights customers with high-quality watch movements, was founded in 2002 by the architect Günther Steinhart, for whom watchmaking was a pleasant hobby. Soon the products of the company, named after the owner, gained popularity among the public, the hobby grew into a business, and the Steinhart surname became recognizable. It is noteworthy that from German it is translated as “solid stone”, which hints at the amazing strength of the watch.
In Germany, Brita brand products are in demand - portable systems for water purification at home. The company was founded in 1966 in the small German town of Taunusstein by Heinz Hankammer. And the entrepreneur named his company in honor of his daughter, Brita.
German companies producing household appliances sometimes got their names in interesting ways. Thus, the word Rowenta was coined by the founder of the brand, Robert Weintraud, in 1909; the successful name brought fame to the company. The popular watch brand Elysee, which appeared in 1920, proudly bears the name derived from the Greek word Elysium - “the abode of souls that pleased the gods.”
The largest companies in Germany have one thing in common: the phrase “German quality”. The names of companies, many of which bear the names of their founders, also speak about the traditions of quality, good quality, and reliability of goods and services. Each title is its own story of hard work, success and recognition, brought to life.
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