I haven't done any actual research, but I got a feeling that Miele might have been bought up or some external entity got a say in how to optimize their business?
A 70yo family friend loves Miele. Never bought anything else for a dish washer, washing machine or drier. When his dish washer broke down two years ago - he proudly mentioned that it lasted him 22 years - he obviously bought Miele again.
Just half a year later it broke, he called a Miele technician, who said that this wouldn't be covered by warranty: You see, the manual explicitly states that you must run the machine with a higher-temperature program every so-and-so-ishth time, since the ECO program, which is selected by default every time you turn that goddamn thing on, doesn't heat the up the water enough, and all the gunk will add up in the machine's pipes over time, damaging it.
Now that's all fine and logical and I would have shrugged it off if this was an Ikea or no name brand from the local store, but a goddamn Miele that costs premium and is supposed to be a quality product? It's designed by German engineers which probably qualify as rocket scientists in every other country on this planet. And they cannot figure out how to add a counter to that thing so it would warn you if you used ECO mode too many times, or even better yet, make it just raise the temperature automatically even though you selected ECO?
Traditional German companies complain about not being able to compete with competition from eastern Europe and China, but then go ahead and pretty much offer the same quality by going to alibaba.com and ordering from there, with a Miele logo slapped on, while keeping the price the same as before. I can only see this being a short term solution, thanks to those old folks who have your brand image burned into their heads from thirty years ago, and will keep buying your stuff. The family friend from above? He got a discount of 50€ for buying a new Miele, which he happily accepted. qed.