JURA focusses its energies on coffee and works hard to develop new espresso machines and further develop existing ones. In 1986, it achieves a real quantum leap with the launch of the first espresso/coffee machine. But the air slowly gets thin for JURA. As a company exhibiting complete backward integration with a wide range of products and a focus on the saturated domestic market, there are few perspectives for healthy growth, allowing for sustainable investments in the future. The structures make it impossible to generate sufficient means for manufacturing and market cultivation. Despite this threat, the development department works tirelessly to perfect the automatic coffee machine. The aim of transferring the coffee quality of a professional machine in the most elegant bars to an affordable machine for domestic use proves to be a huge challenge for all involved.