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difference
THE KÄRCHER MAGAZINE 01 | 2020
CONNECTIONS
Sustainable and secure
THE ELEPHANT EVERYTHING BRING BACK
WHISPERER IS CONNECTED THE WOW
The secret life Manufacturing No rest,
of elephants of the future just progress
04
02
IMPRINT 03
CLEAN AND RELAXED
TO THE MAX
Facts and figures
01 | 2020
Publisher KÄRCHER is the world’s leading
06
Alfred Kärcher SE & Co. KG supplier of cleaning technology.
01 | 2020
Bernd Rützler, Executive Vice President
With high and ultra high-pres-
for Corporate Marketing & Brand Management
sure cleaners, vacuum cleaners and
difference
Alfred-Kärcher-Str. 28-40
71364 Winnenden, Germany THE
steam ELEPHANT WHISPERER
cleaners, vacuum sweepers and
T +49 7195 14-0 scrubber dryers,
The secret life vehicle wash systems,
of elephants
F +49 7195 14-2212 cleaning agents, dry ice blasters, drink-
12
www.kaercher.com
ing and waste water treatment sys-
Dear readers, tems, water dispensers, and pump and
Design, editing, creative direction
Vera Umbrecht, David Wickel-Bajak watering systems for Home & Garden,
Times are changing. Cleaning is no longer a Sabrina Fackler Kärcher provides
EVERYTHING IS innovative
CONNECTED solutions.
monotonous task to be completed every week- 06 These include products
Art direction Manufacturing of the and accessories
future
end. These days, cleaning is more of a per- which are designed to work together,
Britta Raab / Studio Somo
sonal thing, to be carried out flexibly and when
18
as well as consultation, technical ser-
needed to keep up with each individual’s Authors vice and several digital applications.
requirements. As the market leader in cleaning Alexandra Lachner
In 2019, Alfred Kärcher SE & Co. KG
Sabrina Fackler
and maintenance, we are responding to this achieved the highest turnover in the
trend with an innovative product portfolio, the NEW PRODUCTS
Photos company’s history: € 2,578 billion.
Kärcher Battery Universe, brand communi- Alfred Kärcher SE & Co. KG
The current highlights of the
This family-owned company employs
cation that will really WOW and new digital Andi Mayr Kärcher range
13,500 employees in over 127 sub-
antoni Holding GmbH
technologies in production and logistics. All sidiaries across 72 countries. More than
23
of this means we can respond more quickly to Illustrations 50,000 service points provide com-
our customers’ needs. Julian Rentzsch prehensive service for customers all
Britta Raab / Studio Somo
over the world. Innovation is the most
It is of particular interest that, in our fast- Irene Sackmann / carolineseidler.com AIMING HIGH
important growth factor for the com-
Blagovesta Bakardjieva / carolineseidler.com Cleaning with industrial climbers
paced age, increasing, analogous focus is pany and has been a pillar of our cor-
being placed on the ability to slow down. This Sources porate culture since our founding in
24
Dynata, 2019 online survey commissioned by Kärcher
could be cleaning your home, as psychologist https://www.elektroniknet.de/elektronik-automotive/elektromobilitaet/ 1935. Around 90 % of our products
Dr Bösenkopf explains in her interview, or die-geschichte-des-lithium-ionen-akkus-170132.html are five years old or newer. This clean-
https://www.chemie-schule.de/KnowHow/Lithium-Ionen-Akku
working with animals. Did you know that ele- https://www.batterieforum-deutschland.de/infoportal/batterie- ing device manufacturer boasts over
phants are a symbol of peace? We had the kompendium/sekundaere-batterie/metall-ionen-batterien/lithium- HOW
1,000 BATTERIES
employees ARE and devel-
in research
ionen-batterien/
privilege of accompanying a Thai mahout for https://www.stromauskunft.de/speicher/stromspeicher-systeme/ CHANGING
opment. KärcherTHE WORLD
brought 150 new
a day. Read our featured story to find out lithium-ionen-akkus/ A look
products at the during
to market future 2019 – more
https://www.kit.edu/kit/pi_2019_magnesium-batterien-
more about his work with elephants and the aufbruch-ins-post-lithium-zeitalter.php thanofever
mobile energy
within one storage
year.
huge importance of cleanliness in conserving https://www.bmbf.de/de/was-kommt-nach-lithium-ionen-
batterien-7094.html
28
the species. https://www.sueddeutsche.de/digital/batterien-weg-vom- 12
lithium-1.4169140
https://www.ingenieur.de/technik/fachbereiche/e-mobilitaet/
Thank you for reading – batterierecycling-wie-akkus-von-elektroautos-recycelt-werden/
I hope you find this magazine inspiring and BRING BACK THE WOW
relaxing. No rest, just progress
34
PROTECTING OUR OCEANS
With One Earth – One Ocean
Yours,
Hartmut Jenner
Chief Executive Officer
35
IMPRINT
Chairman of the Board of Management
Alfred Kärcher SE & Co. KG
28
Can cleaning help with well-being?
Read more in our interview with Dr Brigitte
Bösenkopf (psychologist, journalist
04
Facts and figures
and head of the Vienna Stress Centre):
kaercher.com/cleaningstudy2019
05
CLEAN AND RELAXED CLEANING TIMES
AROUND THE WORLD
01 | 2020
TO THE MAX
As a global average, people spend about the same length of time clean-
ing their homes every week as they would on a cinema trip, a good
walk or a coffee with friends. Coming in at four hours and 49 minutes,
the Russians spend the longest time cleaning their homes.
difference
The motivation to pick up a cloth or a vacuum cleaner is the
anticipation of the result: a clean home where you can truly relax GLOBALLY
2:52 h
and feel great. Often, though, the process is just as important as
Russia 4:49 h
the result, and many people find that cleaning is relaxing.
Poland 03:45 h
Belgium 03:39 h
Brazil 03:01 h
CLEANING AWAY THE STRESS
OF THE DAILY GRIND China 02:42 h
UK 02:35 h
Fifty-nine per cent of the French population describe themselves as meditative
and calm when cleaning. Seventy-five per cent of the British population say Germany 02:30 h
they mop when they are stressed. Neurobiologists have discovered that our USA 02:22 h
brains release natural “reward chemicals” when they are allowed to go on
autopilot. That is exactly what cleaning offers. We are focused on the moment, France 02:09 h
our mind is clear and we are rewarded for our efforts with a clean home, too! Japan 01:29 h
59 % of the French
75 % of the British
USING THE LATEST
TECHNOLOGY 38 %
of the Chinese
34 %
of the Japanese
We are seeing a clear trend towards cord-
population population population population
less devices. Battery-powered appliances
are particularly popular in Japan, where
23 % 33 %
a third of the population is already using
describe the cleaning process as stress busting. them. Acceptance of autonomous clean-
ing solutions such as robot vacuum clean-
ers varies wildly from country to coun- of the Polish of the Chinese
try – China stands out with the highest population population
popularity by far.
16 % 30 %
88 % of the German
94 % of the Chinese
of the Russian
population
of the French
population
population population
15 % 28 %
of the German of the German
value a clean home. population population
clean with autonomous use battery-powered
Source: online survey by Dynata, commissioned by Kärcher, 2019. 11,099 people took part. The results are weighted
and are representative of the population in Belgium, Brazil, China, France, Germany, Japan, the Netherlands, Poland, Russia, appliances. cleaning devices.
the UK and the USA in the 18-to-65 age group.
06
07
01 | 2020
difference
The secret life of elephants
THE ELEPHANT
WHISPERER
Somchat Changkarn and his charges can communicate
without words – this mahout can tell how the animals
are feeling by their body language. He spends up to
12 hours per day with the pachyderms at the Thai Ele-
phant Conservation Center.
08
09
01 | 2020
difference
THAILAND WITHOUT
ELEPHANTS? I JUST
CAN’T IMAGINE IT.
SOMCHAT CHANGKARN
Somchat Changkarn has
dedicated his life to ele-
phants. At 40 years old,
he is the head mahout at
the Thai Elephant Con-
servation Center (TECC).
T
LAMPANG
here is no holding back when and lush, green hills; a breeding station read their body language precisely and Thailand – the home of the elephants
the elephants see water! A few and elephant hospital; a visitor centre it tells us how that animal is feeling at The day-to-day lives of humans and
moments ago, the troop was and a mahout school. that moment and what it needs, and elephants are more closely interwoven
taking a leisurely trot towards when it is time for a refreshing bath in in Thailand than anywhere else on
the lake in single file and then, suddenly, the lake, they tell us that, too. They get earth. Up until 1917, the national flag
they crash down the bank and throw restless and that shows us that they want even featured a white elephant to sym
12
themselves into the cool water. “Bath to go down to the water.” bolise the absolute monarchy. The birth
time is the real high point of the day for of a white elephant (often albino or FIVE FACTS ABOUT THAILAND
our charges,” explains Somchat Chang Splashing in the lake is skincare “normal” elephants with paler flecks
karn. The Thai mahout has been in the Baths are not just about the welcome of pigment on their ears or foreheads) ■■ The Kingdom of Thailand covers an area
of 513,115 km². The capital is Bangkok.
job at the Thai Elephant Conservation HOURS PER DAY cooling effect for elephants. In fact, was regarded as a good omen for the
IS HOW LONG THE MAHOUTS
■■ The Thais adore their king. You will find
Center (TECC) in Lampang for 17 years. the skincare implications are far more ruler of the time. Even today, white pictures of him everywhere.
SPEND WITH THE ELEPHANTS –
To make things easier for visitors to important. “That is why bathing in calves automatically pass into the own ■■ This South East Asian country borders
A TRULY FULL-TIME JOB!
the Center, the 40-year-old goes by Dang the lake is a part of their daily routine,” ership of the Thai royal family and, Myanmar, Laos, Cambodia and Malaysia.
for short. He has two children and is explains Dang. This is where the ele according to legend, one of Buddha’s ■■ The national anthem is played every day
on Thai television, radio channels and in
now the chief mahout, caring for 111 ele phants wash off the muddy crust they incarnations was as a white elephant. public buildings at 8 am and 6 pm. When
phants, along with the rest of his team. Mahouts are trained elephant herders, have built up over several “sand baths”. Many Thais believe that the country’s they hear the anthem, people stand or
stop for a moment – before going back
The Center is around 80 km south-east able to direct these grey giants with They use the sand to protect themselves borders depict the head of an ele to normal life.
of the provincial capital, Chiang Mai, in simple commands, gestures and touches. from the sun, from overheating and phant. The “forehead” forms the border ■■ The principle crop in the country is rice.
the north of Thailand. The Center cov “Nobody knows elephants like an expe from irritating insects. with neighbouring Myanmar in the
ers a large, wild area full of thick forests rienced mahout,” says Dang. “We can north and the “trunk” stretches to the
I OFTEN BURN 10
11
INCENSE STICKS
IN THE TEMPLE
AND PRAY FOR OUR
01 | 2020
ELEPHANTS TO
REMAIN HEALTHY.
difference
SOMCHAT CHANGKARN
A clean environment
and daily skincare are
important for elephants’
well-being, preventing
them from becoming ill.
Andaman Sea in the west, plunging into is proactively raising awareness. This is future health problems for the ele have to eat off the dirty floor and catch imagine it,” says Dang, pensively. “There
SKINCARE FOR ESPECIALLY
THICK SKIN! the Gulf of Thailand in the east. where the vast wealth of expertise pos phants,” explains Taweepoke Angka illnesses that way. Many elephants also is no more beautiful animal for me than
sessed by mahouts really comes into wanish. “We show them how to take do not receive sufficient care.” an elephant. They are astoundingly
Elephants regularly wallow in mud or water. Working animals with no work its own. At the National Elephant Insti proper care of the elephants.” clever and highly sociable. They look
They also enjoy taking “sand baths”. These Unfortunately, the history of these gentle tute (NEI), which is part of the Thai Ele The animals need to keep clean in after one another and every elephant
skincare rituals are beneficial in several ways:
bathing keeps the skin supple and flexible, giants also includes their use in war phant Conservation Center in Lampang, order to survive has its own unique personality. That
while the muddy crust protects against over- over many years and as “carthorses” to mahouts together with Taweepoke In Lampang, the staff use a hot water makes them much more similar to us
3,000
heating, too much sun and irritating parasites.
pull tree trunks weighing several tons Angkawanish, Head of the Elephant Con pressure washer every day to clean the humans than many people realise.” ▪
through the dense Thai forests. In 1989, servation Programme, care for sick or elephant stables and open spaces of
logging was made illegal in Thailand, orphaned elephants, as well as elephants stubborn dirt. The small elephants also Video of elephant whisperer
Somchat Changkarn:
meaning many elephants became sur who were given up by their former own get a gentle shower using the garden www.kaercher.com/difference
plus to requirements. From that point ers. The in-house hospital treats ele KG hose. “Many elephant owners are not
on elephants had to earn their keep as phants for free and is funded by the Thai IS THE WEIGHT OF AN ADULT aware of how important it is to clean
tourist attractions and by transporting government and the income from eco ASIAN ELEPHANT. the animals’ environment every day,”
holidaymakers through the jungle on tourism on the Center’s land. Through Dang points out. In Lampang, they are
trekking tours – often living in poor con out their treatment, each elephant reaping the benefits of being consist
ditions. Thankfully, mindsets have been receives care from their own assigned ent with this policy. Each year sees up
changing on this for a long time now: mahout. “The recovery period often Hygiene is a crucial factor in keeping to two elephant births, meaning the
the Thai government has declared vast lasts two or three months, and during domestic elephants. “Elephants often Center is making a significant contri
stretches of land to be conservation that time we try to educate the mahouts get sick because they are kept in dirty bution to conserving the species. “Thai
areas, is encouraging green tourism and as much as possible so as to avoid stables,” explains Dang. “The animals land without elephants? I just can’t
12
13
01 | 2020
difference
Manufacturing of the future
EVERYTHING
IS CONNECTED
Digitalisation, artificial intelligence and robotics: technology
mega trends are driving huge disruption to the world of
manufacturing across the planet. Humans, machines and
processes are becoming ever more closely interwoven
as we strive to improve productivity. In many cases, physi-
cally strenuous work is being eliminated for employees
and replaced by other tasks requiring expertise in this ever-
more-complex production environment. Nobody knows
exactly where we are heading – but the journey is certainly
an exciting one!
14
15
No pipe dreams, please. Humans and machines:
01 | 2020
We choose topics and tackle them. working hand in hand
Once a project to tackle has been identified, a The digital revolution has hit the world of work,
suitable digitalisation strategy must be selected. and some companies are automating with the
difference
“We are not interested in commissioning large, goal of reducing staffing levels. Katja Räntzsch
tailored programming projects which then sim- explains why that is not the goal in Bühlertal:
ply do not work,” says Räntzsch. “We use fairly “At the core of all of this is the goal of increasing
standard solutions which already work and sim- the plant’s output – by improving working condi-
plify processes using software where we can.” tions and smoothing processes." So the production
A tangible future The foundation for all of this is high-performance, lines were analysed, showing where work could
failure-resistant Wi-Fi and the right in-house be made easier. The final assembly of the K2
network – so expanding our digital infrastructure pressure washer involves manually installing the
FOR EXAMPLE,
was the first pillar of the project. Then we turned 2 kg pump – a very strenuous and not particu-
to the core issues of production control, auto- larly ergonomic task when repeated over and
mation and intralogistics. An MES system is at
IN BÜHLERTAL
the heart of our production software, and it will
be expanded incrementally with SAP interfaces WHAT IS GOING ON IN BÜHLERTAL? (1)
by 2021. “We used to use Excel a lot, as many
sites do,” acknowledges Räntzsch. “That works, but The Bühlertal plant boasts 26,000 m² of production
it is labour-intensive and relies on just a few space and 23,000 m² of warehouse space. The
experts.” The new system is even able to handle in-house plastic production facility has 26 injection
all of the detailed production planning, from pre- moulding machines and 250 tools. In-house motor
Manufacturing locally while remaining competitive. Implementing production to final assembly and all the way to production for models with up to 3.2 kW of power
runs on two lines. The production facility turns
quality control. “At the moment, we are finding
client requests in high quality at high speed. Assuring the long- out indoor steam cleaners, pressure washers and
potential for optimisation on an almost daily surface cleaners for domestic use and high-pressure
term existence and sustainability of our site. Kärcher is heading basis,” says Räntzsch. “For example, our injec- cleaners for industrial use.
in this direction and going fully digital at the Bühlertal site. Even tion moulding machines have always had high
capacity utilisation, but the MES has managed to
before the Bühlertal 5.0 project started, the plant was already over improve this.”
50 % automated. Within just two years, production control, manu-
facturing and intralogistics had all been introduced or further auto-
mated. But why do driverless vehicles need swarm intelligence
and why do employees now have to carry much less weight? Let’s
take a look.
Taking seasonal work digital: In Bühlertal, operations comprise, for example,
business goes on in-house plastic manufacturing of 50,000 compo-
nents every day and the production of 25,000
Large projects have a habit of petering out products for domestic and professional use. Then
before they come to anything. This is a particular there is the particular challenge posed by clean-
problem when the scope is too big and employ- ing technology being a seasonal business. In the
ees are not on board. Katja Räntzsch, project retail segment, demand for high-pressure clean-
manager for Bühlertal 5.0, explains: “Right from ers is especially high in spring and summer. “As
the start, it was important that all staff were soon as the sun comes out, orders spike and
involved because they are the ones who will have they need fulfilling quickly – so we work with a
to take on many of the tasks in the implemen- team of 570 permanent staff plus an additional
tation process. That can only happen if they are 300 seasonal staff across three shifts,” explains
motivated and open to new ideas – not to men- Räntzsch.
tion that business goes on and we have to reliably
run the operational side of things, too.”
16
17
In demand at Jungheinrich
INTRALOGISTICS
01 | 2020
TO COMBAT WASTE *
difference
Jungheinrich specialise in intralogistics solu- run automatically, the risk of error is significantly
tions, and they provided support for Kärcher reduced and work can continue uninterrupted,
with the Bühlertal 5.0 project. What are the with reliable cycle times. All of that means that
biggest challenges today? investments in intralogistics pay for themselves
quickly.
Markus Staringer For a start, we rarely imple-
ment our solutions on a blank slate. We usually Digitisation, automation and artificial intelli-
work on the basis of existing processes and gence – the magic three. Much is already
over. From 2020, this task will be completed by assembly workflows. We work with our custom- possible, but what will the future hold?
WHAT IS GOING ON IN BÜHLERTAL? (2)
a machine. Steps will also be taken to ease the ers to investigate where resources are being
strain of working on our professional products. wasted on things like unnecessary journeys, wait- Hennes Fischbach There has been a constant
This will be particularly advantageous when deal- Many processes are automated at the facility and, ing times and storage. Then we optimise pro- trend towards automation in intralogistics for
of course, that requires the right solutions. Among
ing with the heavy machines. “Just like in the cesses using this as a basis. There is very high decades now. Current solutions are incredibly
others, these include 49 assembly and handling
automotive industry, underride driverless trans- robots, 21 portal robots for moving and making screw demand for system availability. To assure availa- reliable and our customers really value that.
port systems will take the HDS high-pressure connections, 53 torque-monitored electric screw- bility, we have around 8,000 customer service You see, the mantra is: the production environ-
cleaner to each workstation in future – greatly drivers and a 100 % inspection rate of all machines technicians on duty so that we can remedy any ment is far too sensitive for experiments. Artifi-
using 34 image-processing and camera systems.
improving ergonomic standards.” issue in the shortest possible time. cial intelligence is a buzzword tied up with all
kinds of visions and dreams these days. What AI
Once a product is ready to be picked up, the Processes are overlapping more and more – really means is that machines are able to learn
packaging robot places it on a pallet. The machines primarily bridging intralogistics and produc- and, within a specific framework, independently
are then picked up by a driverless transport Well on the way – but not there yet: tion. Where do you see the greatest potential find the right solution. It also means that we
system (DTS). “This is truly fascinating technol- progress is motivation for more efficiency? as humans are delegating more responsibility to
ogy,” reports Räntzsch. “And the DTSs work using machines. It will be some time before we are
swarm intelligence. They don’t simply complete Many initiatives have been or are in the process Markus Staringer That only becomes clear when really ready for that and sure that it is safe. ▪
a route; the DTS closest to the current task will of being implemented in Bühlertal – and that is you look at the process chains. At Kärcher, for
pick the product up.” Then it goes to the ware- all within two years. “We are well on the way to example, the merchandise leaves the injection *M
arkus Staringer and Hennes Fischbach are project managers
at Jungheinrich and supervised the Bühlertal 5.0 project.
house or to direct dispatch – where the plant has becoming a paperless factory, as well,” reports moulding machine, then the injection moulded
improved its quota from 30 % to 50 % using the Räntzsch. In keeping with the digitalisation strat- parts go to production and finally the products go
measures already implemented, with a goal of egy for the whole company, we are setting up to the warehouse or to dispatch. If these steps
70 % going forward. “Direct dispatch means orders HR management at the plant so that employees
are addressed and sent out quickly, with mini- who do not have their own computer can request
mal storage costs.” holiday and report sick leave using digital termi-
nal devices. Increased productivity and a reduc-
tion in costs caused by errors are the proof that
all of this is working. “This project is not the end
for us, though; it is just the beginning,” says
Räntzsch with a smile. “Because we want to go a
step further every day, just like we have been
doing so far – there is always more that can be
WE ARE FINDING done.” ▪
POTENTIAL FOR OPTI- Learn more:
MISATION ON AN www.kaercher.com/difference
ALMOST DAILY BASIS.
KATJA RÄNTZSCH
Professional Home & Garden
IB 10 / 8 L2P HGE SERIES
Dry ice blaster that A stylish trim
makes its own pellets for a handsome hedge
The current highlights of
the Kärcher range
NEW
PRODUCTS Home & Garden Professional
In 2020, Kärcher is once again offering many
WD 1 COMPACT BATTERY BD 17/ 5 C
new product ideas for every cleaning requirement, Battery-powered
multi-purpose vacuum cleaner
Scrubber for manual use
in confined spaces
allowing you to achieve sparkling clean
interiors and outdoor areas – be it for domestic
or commercial use.Home & Garden Professional Home & Garden Professional
kaercher.com/professional
CNS SERIES OUTDOOR
Cordless POWER EQUIPMENT
chain saws
Hand-guided, battery-powered devices
for commercial use
NEW BATTERY-POWERED HEDGE DRY ICE BLASTING FOR EVERYONE:
TRIMMERS: THE HGE SERIES BY KÄRCHER IB 10 / 8 L2P
■■ Three models of battery-powered ■■ The hedge broom is a particularly ■■ The IB 10 / 8 L2P generates its ■■ The logistics require just two
hedge trimmer useful accessory when trimming own dry ice – whilst cleaning is items: liquid CO₂ and a com-
on a horizontal plane. taking place and in just the pressed air supply or small
■■ Precise cut: diamond-ground
required amount. compressor.
blades with a cutting length of ■■ The HGE 18-50 Battery and HGE
up to 50 cm. 36-60 Battery feature a handle ■■ It is easy to use and features ■■ Dry ice blasting is both gentle
which can rotate through up to several assistive technologies, and thorough, meaning it can be
■■ The teeth are more angular at the
180 °. meaning even inexperienced used to reliably clean delicate
front of the blade. Use the sawing
users can operate it. components such as electronics.
function to cut thicker branches. ■■ All models feature an integrated
two-handed safety switch.
kaercher.com/home-garden kaercher.com/professional
Professional Home & Garden Professional Home & Garden
IVM RANGE EDI 4
Industrial vacuums Ice scraping
raising mid-range standards made easy
BD 17/ 5 C: CLEANING TECHNOLOGY CORDLESS AND VERSATILE:
THAT GETS INTO EVERY CORNER WD 1 COMPACT BATTERY
■■ This hand-guided, motorised ■■ Due to the adjustable brush ■■ The 18 V battery enables this ■■ This cordless assistant will remove
brush is a real alternative to speed (0 – 450 rpm), the BD 17 / 5 cordless multi-purpose vacuum coarse and fine dirt, as well as
working manually. combines several application cleaner to be used independently small quantities of water, without
options in one machine. with maximum freedom of changing the filter.
■■ Clean and polish quickly and
movement.
ergonomically, reaching into cor- ■■ As well as the classic scrub, this ■■ For anywhere that cannot be
ners and onto vertical surfaces. device can be used to crystallise ■■ Always ready for action: run time vacuumed, there is also a handy
and polish surfaces when using varies from 10 minutes (2.5 Ah) blower function.
■■ It is lightweight, at less than 5 kg,
suitable diamond pads. to 20 minutes (5.0 Ah), depending
and features an ergonomically ■■ Accessories can be stored on the
on the battery.
designed handle to make work device so all utensils are available
pleasant. for use at all times.
kaercher.com/professional kaercher.com/home-gardenProfessional Home & Garden
22
AIMING HIGH 23
01 | 2020
CORDLESS POWER FOR OUTDOORS: CNS SERIES: Up to 100 years’ worth of grime had gathered on Germany’s
OUTDOOR POWER EQUIPMENT SIMPLE, FAST AND EFFECTIVE second highest monument, the Kaiser Wilhelm Monument in
difference
Porta Westfalica. Kärcher has been working with industrial
climbers to gently remove these deposits.
The expert climbers abseiled down from the dome to remove moss and lichen without using high pressure
canopy to execute the cleaning process. The cleaning or chemicals. It also combats regrowth on the Porta sand-
methods selected were particularly gentle to ensure stone monument because the high temperature kills any
that the original character of the 88-metre-high monument spores hiding deeper in the stone. Lime deposits on the
■■ Eight powerful 36 V products ■■ Low noise output means these ■■ The CNS 18-30 Battery with 18 V ■■ Tool-free chain tensioning means was preserved in its entirety: organic matter was removed sandstone surface were removed from the plinth using
for efficient and flexible use, devices are suitable for working battery is ideal for standard saw- effortless tensioning using just
independent of power supply. at night or in noise-sensitive ing jobs around the house and a knob. from the plinth and the canopy using hot water high-pres- low-pressure particle-beam technology and fine aluminium
areas. garden. sure cleaners with a reduced surface pressure of 1 – 1.5 bars silicate (40 – 90 μm) as an abrasive. ▪
■■ Leaf blower, chain saw, lawn ■■ The brushless motor makes for a
mower, lawn trimmer, hedge ■■ They are lightweight and ergo- ■■ For more extensive projects, we durable product. at a temperature of approx. 90 °C. This technique was able
trimmer, brush cutter, multi-tool nomically designed, feature ergo- recommend the CNS 36-35 Bat- ■■ The bumper spike ensures secure
and backpack leaf blower. nomic or rotatable handles and tery – even tough tree trunks are
aim and precise cutting.
an innovative carry system to no problem with this model.
■■ Low operational and mainte- Watch a video of this spectacular cleaning process.
make work convenient.
nance costs: reduced operational https://www.kaercher.com/int/inside-kaercher/sustainability/
costs when compared to petrol- cultural-sponsorship.html
powered models.
kaercher.com/professional kaercher.com/home-garden
Home & Garden Professional
EDI 4: IVM RANGE: POWERFUL, DURABLE
BRING ON WINTER! AND ERGONOMICALLY DESIGNED
■■ This electric ice scraper is even ice scraper provides plenty of ■■ The air flow of around 800 m³/ h ■■ Accessories and wear parts are
able to remove stubborn, thick space for your hand, ensuring you is one of the highest in its class, very robust, keeping mainte-
ice from vehicle windscreens can guide it securely. making for impressive cleaning nance costs and effort down.
quickly and effortlessly. performance.
■■ After use, no smears or crystals ■■ The filter cleaning system and
■■ A rotating disc with six plastic are visible on the windscreen. ■■ The focus is on machine durability cleverly designed inlet shape
blades quickly and powerfully and ease of use for the operator. mean you can work for long peri-
■■ The lithium-ion battery means
cuts through the ice. ods uninterrupted.
the device can be used at temper- ■■ All containers which come into
■■ The ergonomically designed atures down to –20 °C. contact with the product are
upper surface of this compact made from stainless steel as
standard.
kaercher.com/home-garden kaercher.com/professionalHOW BATTERIES 24
25
ARE CHANGING THE
A global research success story: days. This technology is lighter, smaller and pro-
the victory of the lithium-ion battery vides a higher capacity and performance than
01 | 2020
standard nickel-cadmium or nickel–metal hydride
Throughout history, technologies have popped up batteries. This is a significant factor for practical
WORLD
which have a profound impact on human life – devices such as power tools, gardening equipment,
the lithium-ion battery is one of them. The initial vacuum cleaners and the like – in both domestic
difference
driver of this technology came from the electronic and commercial environments.
entertainment devices of the 1970s, when the
search began for an alternative to the disposable Electromobility is another hot topic. Lithium-ion
batteries used in Walkmans and the like. It was batteries can be interconnected, meaning several
quickly recognised that lithium-ion batteries had can be connected together to form a power pack.
A look at the future of mobile great potential because they are energy-dense, This technique is used in all kinds of vehicles, from
compact in size and are not susceptible to the electric bikes, electric scooters and Segways to
energy storage memory effect. hybrid and electric cars and buses.
There were problems though: they were highly Even in photovoltaics, lithium-ion batteries
flammable and prone to short circuits inside the have proven themselves useful for energy stor-
cell. Scientists had to address these problems age due to their compact size, long life and lack
Everyone is talking about battery technology at the moment, and, to an extent, they are still doing so. A deci- of maintenance requirements. A domestic lifespan
sive breakthrough came along in the form of of 6,000 cycles is standard, adding up to about
and the 2019 Nobel Prize for Chemistry was even awarded
research by John B Goodenough (USA), M Stanley 20 years – roughly the same as a photovoltaic
for battery research. Mobile energy storage has already Whittingham (UK) and Akira Yoshino (Japan), system.
provided new opportunities in all areas of life – from mobile who received the 2019 Nobel Prize for Chemistry.
The first rechargeable lithium-ion batteries were Today: lithium ions. Tomorrow…?
phones to electric vehicles and even medical applications. manufactured in 1983, and they were launched Where are we heading?
So let’s take a quick journey through the rapid development to market by Sony in 1991. Since then, they have
been unstoppable, as is borne out by the statis- Lithium-ion technology is everywhere these days
of lithium-ion technology, look at upcoming trends and ask tics: in 2019 the global market was worth approx. and has made sustainable solutions possible in
whether trainers really need lights. € 40 billion. This is expected to grow to € 60 bil- some areas. It would be hard to replace. However,
lion by 2022. electromobility is one driver that is increasing
the demand for energy storage so dramatically
From music to mobility to industrial cleaning: that this technology will probably not be able
batteries improve systems in all kinds of places to meet that demand on its own. Not to mention
issues like higher performance and shorter
Consider your mobile phone, digital camera, lap-
top or torch: barely any electronic gadget exists
that is not run on lithium-ion batteries these26
27
charging cycles, which may be better tackled and straws are decorated with LEDs! This runs
01 | 2020
using other technologies, even though there is contrary to our progress towards a responsible
still some potential for development in lithium- use of resources. Recycling is a further issue as
ion cells. Finally, the availability of the raw current methods are insufficient to deal with the
materials – primarily cobalt and lithium – will high number of vehicle batteries out there.
difference
become problematic in the medium term.
It is predicted that cobalt and other materials
The search for alternatives is therefore well will be in short supply soon, so solutions are in
underway. One option is the solid-state electro- the works. Thermal fusing, for example, can be
lyte battery, which contains no fluids, just a used to recover cobalt, nickel and copper. Another
solid-state electrolyte as the electrical conduc- approach is to shred the highly flammable bat-
tor. It is expected to achieve a range of at least teries in a nitrogen atmosphere. What remains is
500 km for electric vehicles and charge in just shredded material, from which we can recycle
minutes. Current research is focusing on materi- graphite, manganese, nickel and cobalt. The bat-
als and manufacturing techniques. Another option tery can then be reproduced with a carbon
is the magnesium battery, which is expected to footprint 40 % lower than manufacturing a new
be more powerful, cheaper and safer than current battery from scratch. There are many other vari-
lithium-ion batteries. Not to mention that mag- ations on the theme but the goal is the same –
nesium is a thousand times more common than conserve energy and reuse the greatest possible
lithium as a raw material. And it is easier to proportion of the raw materials.
recycle.
The Second Life scheme has a different approach,
Do we need batteries everywhere? using old batteries for stationary energy storage.
Sustainability and recycling options. The batteries in electric vehicles no longer per-
form well enough to meet range requirements KÄRCHER AND BATTERY
TECHNOLOGY:
From a sustainability perspective, there are pros after eight or nine years so they have to be
and cons to lithium-ion technology. On the one replaced – but they still work. Various car manu-
hand, it is used for purposes such as electric vehi- facturers therefore intend to use these batteries
cles and energy storage for power from photo- with reduced charging capacity in a large sta-
voltaic systems – key steps towards a more envi- tionary energy store.
Four questions for Dr Jan Becker, manager of our
ronmentally friendly future. On the other, batteries Module Center Energy Storage Systems
are currently being used with very few restric- There is a lot going on in battery technology, and
tions – even trainers and jumpers have lights now the journey into the future will be one thing in
particular: exciting. ▪ When did Kärcher first bring battery-powered What products will be available?
devices to market?
In the Home & Garden range, the new battery
We have had products with batteries in our port- products have been on the market since spring
folio for over 30 years – and they offer all of 2019. The range includes medium-pressure
the usual advantages. We have always asked our- washers, wet and dry vacuums and various gar-
selves where their application makes the most dening tools. Our Professional range will be
sense for our customers and how to approach the launched in 2020 and includes wet and dry vac-
technical challenges. uums, as well as professional tools to maintain
green spaces. And we are the first company in the
With the Kärcher Battery Universe, you are world to launch a battery-powered high-pres-
now launching two new battery platforms. sure cleaner for commercial use.
What was the focus in developing these?
Lithium-ion batteries will still be around for a
There were several important factors to keep in while, but the next technologies are already in
mind – including increased performance and run the starting blocks. What is Kärcher’s response?
time, and an accurate display showing charging
time and remaining run time down to the minute. Our platforms are designed so that we can easily
We have 18 V and 36 V batteries available with fit new cell technologies into our interface. That
different capacities. All batteries in a voltage class is an important way that we can offer our cus-
fit every device. tomers future-proof solutions.
Read more at:
www.kaercher.com/difference28
29
01 | 2020
difference
No rest, just progress
BRING BACK
THE WOW
Companies often refresh their branding to increase brand
recognition or to improve an otherwise damaged image.
Happily, Kärcher is well liked by our customers world-
wide and our business growth over recent years has been
excellent. However, rather than resting on our laurels, the
company is heading into spring 2020 with a new campaign.
The main characters: real life and a little emotion.Ulrich Lützenkirchen, Execu- 30
tive Creative Director at
antoni boost, is responsible 31
for Kärcher’s new brand
image, along with his team.
01 | 2020
difference
WOW is what brings value
FEEL GOOD
Scrub. Vacuum. Clean the windows. Sweep. Dry ice blast. Pressure
wash. There are countless ways to clean dirt from places and
objects. Whether it is at home, at the office or cleaning construction
machinery – we rarely think about what is really involved. At its
heart though, all of this is about preserving the property’s value
and longevity. This may sound unwieldy, but in times of sustaina-
bility and resource conservation it is more than appropriate. And
the best motivation of all is to bring back a bit of cherished
wonder into our day-to-day lives.
A GREATER FOCUS: with a team 100 % responsible for Kärcher. Our
WHAT CUSTOMERS ARE DOING aim is to bring our overall image further up to date
and add in more emotion.
WITH KÄRCHER
Ulrich Lützenkirchen, Executive Creative Director,
For a long time, Kärcher had no strategic market on our starting position: “Previously, the focus of
ing policy, but a lot has changed in recent years. the approach was on proving the performance of
Real life – Kärcher’s new
campaign presents images of In 2010, we standardised our corporate image and the products. Now, we can work on the basis that
our customers’ real worlds. “make a difference” has since become our estab ‘Kärcher’ is synonymous with ‘high-performance
lished core message. Now, the company has brought cleaning technology’ all over the world.” antoni
on board a “tailor-made agency” called antoni boost has worked from this starting point to
boost as our marketing communications partner – create a confident and appealing campaign with32
33
WE WANT TO APPEAL
01 | 2020
TO ALL CUSTOMERS:
THE YOUNG MOTOCROSS
RIDER JUST AS MUCH
difference
AS THE INDUSTRIAL
CLEANER.
ULRICH LÜTZENKIRCHEN
customers at the centre – i.e. people who are world and not a counterfeit one.” Diversity, an
achieving things with help from Kärcher. “We want international view and a contemporary image of
to use pictures, people and a story to move closer male and female roles are therefore key in the
to real life rather than create a sterile, shiny world.” selection process for the characters in Kärcher’s
Large headlines, bold typography and an increased campaign and in how they are presented.
role for Kärcher’s corporate colours of yellow and
black will create the backdrop to all of this.
WOW MOMENTS AND OTHER JOYS:
ONE CAMPAIGN, MANY CUSTOMER
WHAT IS A BRAND THESE DAYS?
GROUPS
HOW YOU AS A COMPANY ACT AND
HOW YOU DEPICT THE WORLD. Kärcher cleaning technology is used in almost
every area imaginable – that is both a blessing and a
Alongside the basic strategic considerations, the curse when you are creating a marketing campaign.
question of what a company stands for is becom “It is a very broad reach,” says Lützenkirchen. “And
ing increasingly important to its corporate image. we want to appeal to all customers: the young
Though customers do still want to know what a motocross rider just as much as the building ser
product can do and how they personally can use it. vices provider, the DIY-ers as much as the farmers.”
Lützenkirchen says, “Young people in particular Now we need to develop the right image for each
want to know what is going on behind the image. of these groups and get it out there. The campaign
Kärcher has much to contribute to this conversa will be rolled out incrementally on all channels
tion – conserving value, involvement in social from spring 2020. “It will take a while for us to reach
projects and preserving monuments. And, as com everyone, but I am sure that customers will notice –
pared to a normal hose, pressure washing saves because we are bringing back the WOW.” ▪
vast quantities of water.”
At the same time, Lützenkirchen believes compa
nies are responsible for deciding what kind of
society they choose to display in their advertising.
“We should at least display an image of the real Our new brand language
is intended to appeal to all
Kärcher customer groups,
be they domestic or com-
mercial.
Find out more about Kärcher’s
new branding campaign:
www.kaercher.com/differenceIMPRINT
One Earth – One Ocean is
working to free our global
waters of plastic waste,
oil and chemicals.
Publisher KÄRCHER is the world’s leading
Alfred Kärcher SE & Co. KG supplier of cleaning technology.
01 | 2020
Bernd Rützler, Executive Vice President
With high and ultra high-pres-
for Corporate Marketing & Brand Management
Alfred-Kärcher-Str. 28-40 sure cleaners, vacuum cleaners and
71364 Winnenden, Germany steam cleaners, vacuum sweepers and
T +49 7195 14-0 scrubber dryers, vehicle wash systems,
F +49 7195 14-2212 cleaning agents, dry ice blasters, drink-
www.kaercher.com
ing and waste water treatment sys-
Dear readers, tems, water dispensers, and pump and
Design, editing, creative direction
Vera Umbrecht, David Wickel-Bajak watering systems for Home & Garden,
Times are changing. Cleaning is no longer a Sabrina Fackler Kärcher provides innovative solutions.
PROTECTING OUR
monotonous task to be completed every week- These include products and accessories
Art direction
end. These days, cleaning is more of a per- which are designed to work together,
Britta Raab / Studio Somo
sonal thing, to be carried out flexibly and when as well as consultation, technical ser-
needed to keep up with each individual’s Authors
OCEANS
vice and several digital applications.
requirements. As the market leader in cleaning Alexandra Lachner
In 2019, Alfred Kärcher SE & Co. KG
Sabrina Fackler
and maintenance, we are responding to this achieved the highest turnover in the
trend with an innovative product portfolio, the Photos company’s history: € 2,578 billion.
Kärcher Battery Universe, brand communi- Alfred Kärcher SE & Co. KG This family-owned company employs
cation that will really WOW and new digital Andi Mayr
13,500 employees in over 127 sub-
antoni Holding GmbH
technologies in production and logistics. All sidiaries across 72 countries. More than
S
One Earth – One Ocean of this means we can
ince 1986 an respond more quicklythat,
International to in Kärcher, we have found a Illustrations 50,000 service points provide com-
our customers’ needs.
Coastal Cleanup Day has been strong partner to help combat plastic Julian Rentzsch prehensive service for customers all
(OEOO) is an organisa- Britta Raab / Studio Somo
organised, yearly on 21 Sep- waste in the sea, and we hope to over the world. Innovation is the most
tion which tries to collect It is of particular
tember tointerest that, in our
raise awareness of fast-
expand our cooperation in the future,”
Irene Sackmann / carolineseidler.com
Blagovesta Bakardjieva / carolineseidler.com important growth factor for the com-
paced age, increasing, analogous focus issays Lennart Rölz, Beach Cleanup
rubbish on beaches ocean
being
pollution
placed on the
and take
the one
ability
action to
to slow down. This Sources
pany and has been a pillar of our cor-
combat it. On hand, it is sad Organiser at One Earth – One Ocean. porate culture since our founding in
before it finds its way could
thatbe
wecleaning
live in anyour home, an
age where as Inter-
psychologist Dynata, 2019 online survey commissioned by Kärcher
https://www.elektroniknet.de/elektronik-automotive/elektromobilitaet/ 1935. Around 90 % of our products
into the sea and becomes Drnational
Bösenkopf explains
Coastal Cleanupin Day
her is
interview,
needed. or We already have practical plans for die-geschichte-des-lithium-ionen-akkus-170132.html
https://www.chemie-schule.de/KnowHow/Lithium-Ionen-Akku
are five years old or newer. This clean-
working
On the with
other,animals.
it is goodDid youthat
news knowmorethat ele-
the form this cooperation will take ing device manufacturer boasts over
a problem for the eco- phants are apeople
and more symbol areof peace?
getting We had the
involved in 2020. Forty cleaning initiatives are
https://www.batterieforum-deutschland.de/infoportal/batterie-
kompendium/sekundaere-batterie/metall-ionen-batterien/lithium-
1,000 employees in research and devel-
system. Kärcher provides privilege of accompanying
in environmental a Thai The
conservation. mahout planned
for for beaches and rivers in
ionen-batterien/
https://www.stromauskunft.de/speicher/stromspeicher-systeme/ opment. Kärcher brought 150 new
a day. Read ourhasfeatured
becomestory to find out lithium-ionen-akkus/
financial support and Cleanup
more about
Day
his work withour
the biggest
elephants
22 countries across Europe. “Taking
https://www.kit.edu/kit/pi_2019_magnesium-batterien-
products to market during 2019 – more
global initiative to save oceans. and responsibility
the and acting sustainably aufbruch-ins-post-lithium-zeitalter.php than ever within one year.
much-needed publicity. huge importance of cleanliness in conserving have always been an important part of https://www.bmbf.de/de/was-kommt-nach-lithium-ionen-
batterien-7094.html
theInspecies.
2019, hundreds of helpers cleaned our company culture,” says Andreas https://www.sueddeutsche.de/digital/batterien-weg-vom-
lithium-1.4169140
several sections of beach on the North Mayer, Director of Management Sys- https://www.ingenieur.de/technik/fachbereiche/e-mobilitaet/
Thank you for
and Baltic reading
Sea coasts –of Germany tems & Sustainability, explaining the batterierecycling-wie-akkus-von-elektroautos-recycelt-werden/
I hope
underyou
thefind this “heroes
banner magazine inspiring
of the sea”. and
partnership. “That is why we are sup-
relaxing.
Volunteers were trained beforehand porting these initiatives in 2020 and
and equipped with rubbish bags and providing the necessary publicity. It is
work gloves before being sent out in also important for us to use technology
small groups to collect rubbish. For to look for more sustainable options.”
every kilo of plastic that is prevented That is why Kärcher aims to build a
from entering the sea, the strain on partnership to tackle the issue of recy-
living organisms there is reduced. As cling plastic waste removed from the
well as cleaning beaches, One Earth – ocean. ▪
One Ocean has also launched an ocean
Yours,
clean-up operation. This consists of Find out more about our clean-up
initiatives on our YouTube channel:
Hartmut Jenner
converted ships that fish waste from www.youtube.com/KarcherTV
Chief
theExecutive
oceans Officer
and have already been put
Chairman of the Board of Management
to use in locations such as Hong Kong
Alfred Kärcher SE & Co. KG
and Cambodia. “We are very pleasedwww.kaercher.com MN / Po · 02 / 2020 · Order no. 0.030-394.0 · Printed in Germany on FSC- or PEFC-certified paper · Technical data subject to modification without notice.
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