My wife was moaning about this a few months ago. I'd "treated" her to a new washing machine and she was saying all the cycles take so much longer. She was saying some kind of wash that is the most common used to take an hour or so, and now takes close to 3 hours. She did some research, and yes, it's all about the energy efficiency apparently.
Her old one used to take in hot water (straight from our tank) - that water wouldn't have been used otherwise (we don't have baths in the morning!), so there was no need for the old washer to heat up the water. Now, the new one only takes in cold, so it has to heat it, using power, whilst at the same time, we have a tank of hot water which isn't used.
Seems the new washing machines assume everyone has instant hot water boilers.
Looks to be a case of 2 steps forward, one step back. Such a shame the newer models don't have quicker cycles you can choose where you can accept lower energy efficiency, i.e. to give the customer a choice. (No, it doesn't, she's contacted the customer service dept to ask for alternative cycles that do the same job more quickly and told "no").