THE MARKET The Bosch Service (BS) offers “bumper to bumper” service for all vehicle makes for both petrol and diesel powered vehicles. The brand targets the motorist in general from lower to higher income groups that have vehicles over the ages of 3 years or out of motor plan. Where poor quality service and parts in independent automotive workshops have created a negative stigma in the automotive repair and service industry over the years, motorists seek to take their vehicles to a reliable franchised workshop where quality and service standards are guaranteed. Bosch Service focuses on highest technical competence, service affordability and customer care awareness, offering peace of mind to those who require the best service for their vehicles. The BS network expansion strategy, as well as the decline of non-franchise workshops over the next decade, looks set to elevate the BS network to becoming the largest non-OE workshop organisation in Southern Africa. ACHIEVEMENTS Bosch Service comprises of independently owned workshops under the guidance of, and contracted to, Robert Bosch South Africa (Pty) Ltd. Each workshop is committed to conforming to the standards and guidelines as laid out by Bosch. Today there are more than 130 workshops in Southern Africa and 13,000 Bosch Service workshops worldwide, making this concept the largest service network globally. Every dealership is dedicated to ensuring greater safety and reliability on the road. Everywhere, drivers can now benefit from the first class service, expert know-how and quality automotive spare parts that form the Bosch signature. The network of South African Bosch Service dealers - which offer diagnostics, maintenance and repair services - is growing steadily. Over the next three years, their number is set to increase from the present 130 to 175. In addition, there are some 30 specialist diesel workshops. Whether it’s a repair, seasonal maintenance or travel check-up, vehicles, whatever type they may be, are in the very best hands. From mechanical to electrics and diesel technology, Bosch automotive professionals are experts in their field and work with cutting edge testing technology. HISTORY The brand was born in 1921 as the “Bosch Dienst” in Germany and later expanded its presence globally and in South Africa, where the first Bosch Service was opened in 1937. 1996 saw the 75 year celebration of the global network, however at the time Bosch Dienst was a specialist workshop. This changed in 1999, with the specialist workshops adopting “bumper-tobumper” servicing, meaning that they cover all service and repair aspects of any motor vehicle, technical competence and customer care. Since then, growth has been consistent all over the world and here in South Africa. All this at affordable prices. Bosch Services caters for all vehicles on South African roads, from older vehicles to the latest high-tech vehicle. All services follow vehicle manufacturers’ specifications. PRODUCT The Bosch Service concept is a leader in its field, determined to offer the motorist an innovative vehicle servicing experience in terms of technical competence, fair price and the best advice for all makes of vehicles. Over and above this, Bosch Service is backed by Bosch, the world’s largest automotive parts supplier. The Bosch Service corporate design has been carefully developed and nurtured to ensure consistency throughout the world. Brand management is vital to the trust value of the product, and strict guidelines monitor brand and logo applications. The Bosch “armature within a circle” logo has accompanied the development of the company since its very early years. The “double-T armature” which inspired the logo is the core of the first seriesmanufactured Bosch product, the magneto ignition device. The Bosch name and its logo have a high recognition factor, both commercially and with consumers around the world. care awareness. Backed by Bosch, the world’s largest automotive supplier. Products, expertise and Service offerings at each Bosch Service are of exceptional standards, in keeping with the company’s reputation of trustworthiness. The Bosch Service slogan, “fair price and best advice for all vehicles”, sets its dealerships apart from service centres that have created consumer mistrust around vehicle servicing. Quality and “mystery shopper” audits, together with regional service manager visits, are carried out on an annual basis in a large portion of Bosch Services. The audits ensure that the Bosch Service commitment remains consistently satisfying for motorists throughout the network. Bosch Service has changed the face of automotive repair and maintenance, from being a “mine field” of disrepute to a pleasant experience for the motorist by providing trustworthy and professional workmanship at competitive prices. RECENT DEVELOPMENTS Bosch Service is proud to be associated with leading brands such as the Automobile Association (AA), which offers a comprehensive range of support or value added functions to the Bosch Service network, and the Retail Motor Industry (RMI). The RMI assists in developing and maintaining best practices within the automotive environment. The vehicle repair industry grows more specialised and increasingly competitive each year with the introduction of new, highly sophisticated systems and technologies fitted to vehicles. This is especially true in the rapidly growing diesel-equipped vehicle market segment. With “vehicles in operation” estimates expected to reach 7 million by 2008. On-vehicle diagnostics for all types of fuel systems represents a particularly important marketing opportunity, offering significant growth and profit potential for Bosch Services. The Bosch Diesel Centre (BDC) incorporating car servicing, as well as the Bosch Diesel Service (BDS) program, is a service network designed to assist both fleet operators and OEM franchises as they improve and expand service on all diesel vehicles equipped with Bosch systems and components. Bosch has the expertise, the knowledge and the experience to support all Bosch Services in this new growth area. The network is growing steadily and achieving an ever-larger national and international footprint. basis. These exercises are controlled by a Bosch Service Marketing Forum (BSMF) committee, which is a representative council of both RBSA and the entire BS network. The BSMF meets on a regular basis to discuss and approve all marketing initiatives. Each Bosch Service is responsible for its own regional print advertising (subject to RBSA corporate guidelines and approval) as well as any local promotions and events, such as those held at shopping malls or vehicle service facilities. The brand has been advertised in most major newspapers, consumer and trade publications, as well as national and regional radio stations. Advertising has built positive brand recognition and trust. Bosch Services are further enhanced by the company’s e-commerce website, which offers fast and effective service to clients who want online assistance. Non competitive parts brands are also important for the sustainability of the Bosch Service and are nominated as “National Deal Partners” as they have a vested interest in ensuring the growth and sustainability of the Bosch Service brand. PROMOTION Robert Bosch South Africa (RBSA), custodian of the Bosch Service concept, is responsible for all advertising and branding initiatives on a national BRAND VALUES The name Bosch Service means quality. Bosch Service is committed to the highest technical competence, service affordability and customer- THINGS YOU DIDN’T KNOW ABOUT BOSCH SERVICE ¶ The automotive division is the largest sector within the Bosch organization ¶ 2006 saw the celebration of 85 years of the Bosch Service network worldwide, from humble beginnings as a specialist workshop to being the bumper-to-bumper service concept it is today ¶ With around 13,500 BS outlets worldwide, Bosch Service is the largest workshop organisation in the world. ¶ There are currently 130 quality-driven Bosch Service workshops in Southern Africa ¶ Around 3,300 associates are affiliated to the Bosch Service network