Switzerland not only stands for first-class chocolate and luxurious watches, a family-run company has also been playing in the premier league when it comes to household appliances for years. A factory visit to V-Zug.
Even for the Swiss, the city of Zug in the canton of the same name is something of a land of milk and honey. The canton has the lowest tax rate in the country, and Zurich is just 23 kilometers away as the crow flies. The city’s population of just over 30,000 is stable, and those who want to settle here need the necessary small change, but in return they get plenty of privacy, because Zug primarily attracts top-class commercial enterprises due to the aforementioned financial benefits.
Present in every second Swiss household
One of these is the renowned manufacturer of exclusive household appliances, which also bears its origins in its name – V-Zug. “Our appliances,” says Dieter Elmiger, Managing Director Europe Region, “can be found in every second household in Switzerland.” Elmiger is standing on the third floor of the office building, which offers a wonderful view of everything that is there and also of what is to come. At the heart of the 60,000m2 A tall production hall clad in natural wood is already standing on the site, which is another component of what is planned for 2033 – the so-called “technology cluster”, a new district that is intended to strengthen the company, Zug as an industrial location and Switzerland as a production location. By then, the aim is to gradually reduce V-Zug’s footprint to 40 percent, while expanding the business. How does that work? By growing vertically instead of horizontally and creating individual production steps on several levels.
V-Zug currently employs more than 2,000 people worldwide, half of them at the company headquarters alone, with sales of just over 585 million Swiss francs (more than 602 million euros) in 2023. Around half a million household appliances leave the company every year, whereby it is important to V-Zug that production takes place solely in Switzerland and not abroad (where costs are lower). Last year, a plant was built in Sulgen in eastern Switzerland for the production of refrigerators, while dishwashers, ovens and the like are manufactured in Zug.
In the beginning was the washing machine
Verzinkerei Zug was founded in 1913, and in 1920 it produced the first – still hand-operated – drum washing machine. The portfolio was gradually expanded, and with the “Unica” washing machine, the classic V-Zug laundry room – consisting of washing machine, washing oven, dishwasher and centrifuge – was complete for the time being. At the end of the 1950s and beginning of the 1960s, the existing range was completed by the Adora series of washing machines, tumble dryers and dishwashers. In 1976, Metallwarenfabrik Zug, the market leader in stoves and ovens at the time, merged with Verzinkerei Zug. Production was consolidated at the current location. This made the new company a full-range supplier for kitchens and washrooms. From 1981, Verzinkerei Zug AG, which has been family-owned for five generations, entered the market under the new company name V-ZUG AG.
Growth with caution
2020 was also a particularly significant year in history. On the one hand, the company has been 100%carbon-neutral since this year, on the other hand, there was also the IPO and, in addition, “during the pandemic, we also dealt intensively with the question of where we actually stand,” says Elmiger. “And where we want to go”. The fact is: Not everyone who wants V-Zug gets it. Apart from Switzerland, the devices cannot be ordered online. Abroad, including in Austria, only the premium “Excellence Line” is available, and only through well-known partners and joiners. Expansion into other countries is also being meticulously examined before being pursued. Motto: Less is more. Elmiger: “We take a very close look at the markets before we decide where to enter or not. We are very selective here. It takes time, conviction and perseverance to do the right thing.”
From Australia to Austria
Incidentally, the first step outside Switzerland was taken 15 years ago in Australia; V-Zug has only been available in Austria since 2022. The first location was Salzburg, and Vienna opened in October 2023. In the first district, but with the desired anonymity in a side street. “The experience before and after the purchase is extremely important to us,” says Elmiger. Out of appreciation for its customers, V-Zug has also been offering a unique 10-year guarantee on all appliances and a large number of service stations in all distribution countries since last year. In addition, every customer has the option of updating their devices to the latest state of development via an app.
It’s called Swiss perfection. And also a piece of the land of milk and honey in your own household.
All photos: V-Zug
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