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That feeling when you find snacks you forgot you had. Small wins! 🍫🙌

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Start your day with a smile—it’s the easiest way to spread positivity!😄

The art of shaping the future from the past
The first Liebherr refrigerator rolled off the production line 70 years ago. In accomplishing this, Hans Liebherr not only opened up a new business area, but once again demonstrated his infallible instinct for identifying promising markets. His courage to break new ground is still deeply rooted in the company today. Liebherr has reopened a chapter in their history to mark this anniversary.
Recognising the signs of the times
Putting the right idea into practice at the right time, pursuing goals with unwavering determination and a solid instinct for recognising promising sectors were among the secrets of Hans Liebherr’s success. These laid the foundations for a large number of pioneering inventions, starting with the world’s first mobile tower crane, which marked the birth of the company in 1949 and accelerated the rebuilding of war-torn Germany. Occasionally, however, it was personal contacts that gave Hans Liebherr the drive to pursue new areas of business. In 1953, the manager of his local bank told him about a refrigerator factory that was up for sale due to bankruptcy. While the product had been seen as an everyday kitchen appliance in the USA from the 1930s onwards, it was still considered a luxury item in Germany for quite some time. It was expensive, bulky and dependent on a reliable power supply – only one in ten households had their own refrigerator. However, in the 1950s, the economic upturn gave the company the financial tailwind it needed: while the cost of living stagnated, purchasing power rose and increasing prosperity set the standard for a new quality of life. Holidays, cars, furniture and electrical appliances became affordable consumer goods.
A cool head for business
After a thorough analysis, Hans Liebherr immediately recognised the potential to close the considerable gap in the market for domestic refrigerators. He already knew from past experience that the ability to spot market needs and trends is crucial for success. Nevertheless, Hans Liebherr refused to buy the factory and instead set up his own production site in Ochsenhausen in southern Germany – a long-term investment in the future. This enabled him to control the manufacturing process and the quality of the products from the outset, respond quickly to changes in the market and to develop and implement innovative technologies himself. In 1954, the first refrigerators rolled off the production line in Ochsenhausen.
In the years that followed, refrigerators became increasingly common in private households, significantly improving the quality of life of their owners. The revolutionary appliance not only changed shopping habits, but also the entire food culture, with the nation’s diet becoming more varied and healthier as a result. This new world of possibilities made owning your own refrigerator an attractive prospect and turned it into a symbol of prosperity and progressiveness. Hans Liebherr’s decision to focus on in-house development and production soon bore fruit: in 1958, just three years after the start of series production, the 100,000th refrigerator left the plant in Ochsenhausen.
The beginning of a new era
The 1960s heralded an era of dynamic transformation. While legendary pop bands shaped generations, the baby boom reached its peak and the world of fashion experimented with vibrant colours and psychedelic patterns, the decade also produced a whole series of major technical advancements. In the early sixties, the economic miracle continued and this heyday of consumer culture also heralded a revolutionary phase for advertising, which often reflected the zeitgeist and progress of society. The advertising industry became more creative, bolder and more diverse: colourful, high-contrast designs, iconic campaigns and pithy slogans set new standards.
Until the early 1960s, around half of German households had a refrigerator – the remaining 50 % meant room for improvement for Hans Liebherr’s business, which had also been producing freezers since 1961. Increasing competition made it necessary to stand out from the company’s rivals and strengthen the brand. To boost sales, Liebherr came up with an ingenious marketing strategy: from now on, the wheels of advertising would be set in motion. Literally.

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