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Compared to the top loaders available at the time our machine (Oko Lavamat 538) was a miracle. Uses from 75-100 litres per wash, 1-2.2 KWh depending on temps. It heats it's own water too which was a big difference (and generally still is around here) so yeah, efficiency certainly did exist at the time. It's not super loud but it's also in the basement so not an issue for us.
I guess the other thing is ecological impacts of manufacturing, transport and end of life stuff for new appliances. I have no stats to back this up, but I suspect that owning and maintaining a 1964 Pontiac Parisienne (and driving it responsibly) would be way more ecofriendly than buying a new, more efficient car every 10 years or so.
withered_preacher
Stonehedge
Energy efficiency (which didn't really exist then), massively reduced noise, clever tech to use less water, drums driven by brushless motors and magnets (quiter, more reliable, more efficient).
Some of the newest ones can work out exactly the right amount of detergent and water to use, as well as the correct temperature, based on your washing load.