Published by
Robert Bosch GmbH
Historical Communications
(C/CCH)
Postfach 30 02 20
70442 Stuttgart
Germany
Journal
of Bosch History
Phone +49 711 811-44156
Director:
Dr. Kathrin Fastnacht
Overall responsibility:
Corporate Communications,
Brand Management, and Sustainability
Senior Vice President: Uta-Micaela Dürig
Website:
history.bosch.com
Past and present
3 All-rounder for energy efficiency
A short history of energy and building technology at Bosch
Eyewitnesses
3 “Learn to be sensitive to others”
Intercultural skills in a globalized company
Milestones
3 100 years of the electric starter
A push button instead of a crank
Additional copies of this brochure
can be ordered by email from:
bosch@infoscan-sinsheim.de
© April 2014
2014
2 | Journal of Bosch History
Contents | 3
Foreword
Contents
“Invented for life” is more than just a slogan – it’s Bosch’s guiding
principle. Like so much in our company, it has a long tradition.
For more than 125 years, Bosch products have been improving
people’s lives, providing greater safety, efficiency, and comfort.
Examples include the innovative technologies developed by
associates in the new Energy and Building Technology business
sector. Turn to the article “All-rounder for energy efficiency” in
the “Past and present” section to find out more. The same
section also reveals the story behind our company symbol, the
Bosch armature in a circle.
In the “Eyewitness” section, four associates share their
experiences of working at Bosch in countries far from their own.
This illustrates just how important diversity is for a company.
Only by recognizing differences can we reap their benefits.
The “Milestones” section is devoted to the theme “Invented for
life.” Among other things, the focus here is on the 50th anniversary
of the Bosch dishwasher. Now an integral part of most kitchens, this
appliance was a source of genuine delight to many people when it
first launched.
Dr. Kathrin Fastnacht
Past and present
4
“The main point,
not an accessory”
Eyewitnesses
14
“Learn to be sensitive
to others”
The story of the
Intercultural skills in
Bosch trademark
a globalized company
Milestones
22
100 years of the electric starter
A push button instead of a crank
26
75 years of manufacturing
in Japan
10
All-rounder for energy efficiency
A short history of energy and
building technology at Bosch
18
“Be open to everything...”
“On land, in the water,
Four associates on working
abroad
28
and in the air”
50 years of the
Robert Bosch Stiftung
Dedicated to people
30
The Bosch dishwasher at 50
Taking the toil out
32
of washing dishes
25 years of Bosch Korea Ltd.
“Many activities under one roof”
34
25 years of navigation systems
The innovation that became
Cover:
Products from what is now the
Energy and Building Technology
business sector sparked enthusiasm as early as the late 1950s.
36
a TV star
25 years since motorcycle ABS
premiered
Safe braking in scary moments
38
Every picture tells a story
4 | Journal of Bosch History
Past and present | 5
Past and present
Current issues always have a history. Their roots often reach far back into the past.
In “Past and present,” we trace the development of products and divisions, and, leaving
the issue of anniversaries aside, take the opportunity to highlight fascinating events
and episodes that happened along the way.
The first hand-drawn
sketches for the Bosch logo
by Gottlob Honold, 1918
“The main point, not an accessory”
The story of the Bosch trademark
Christine Siegel
The armature shines silver in the
groups who ultimately make us their
rupted, the all-important ignition
deep blue of the night sky. Beside it,
first choice.”
spark is produced at two electrodes
the five letters spelling BOSCH glow
in the engine’s cylinder head. This
red. This is the view at dusk not just
Armature in a circle
armature first emerged as a template
in Feuerbach, but at virtually all com-
But what does the Bosch “armature
for marking Bosch products around
pany locations worldwide. Few other
in a circle” symbol actually mean? To
1900. However, there was still no
things bind the Bosch world together
answer that, we need to go right back
globally standardized trademark.
as strongly as the symbol and logo-
to a product that no longer exists,
France used a different trademark
type. However, as Peter Feldmann,
but which helped Bosch achieve its
than the U.K., for instance. In the U.S.,
head of Brand Management and
international breakthrough – the mag-
Bosch products were identified by
Marketing Communications empha-
neto ignition device. A cross-section
the “red devil.” Modeled on Belgian
sizes, this is just one element of an
clearly reveals a double-T armature,
racing driver Camille Jenatzy, this
overarching concept. He says the
the inspiration for the symbol. When
symbol stood for the reliability of the
trademark is also “a leap of faith into
the armature moves in a magnetic
Bosch magneto ignition system even
the hearts and minds of our custom-
field, electricity is generated in its
in extreme conditions – such as those
ers, job applicants, and other target
coil. If this flow of electricity is inter-
found in motor racing.
6 | Journal of Bosch History
Past and present | 7
Making connections
Bosch drew closer to this goal in
Right:
Inspiration for a trademark:
cross-section of a magneto
ignition system, 1918
The strategy with the new symbol
1981 with the “reworked corporate
paid off and the Bosch logo soon
logo.” The symbol was redesigned
became established. In addition to
by Stuttgart-based graphic designer
products, the Bosch Car Service
Anton Stankowski, the man behind
Left:
The father of the logo:
Bosch head of development
Gottlob Honold (1876-1923)
garages also helped to spread aware-
the Deutsche Bank logo. He worked
ness of this. These service stations
out the details carefully and pre-
for drivers expanded rapidly world-
cisely, transforming the armature into
wide, numbering 2,750 by as early
the version we know today, with
as 1930. These also used the Bosch
thick, curved lines. From that point
armature as a trademark. Bosch
on, all divisions worldwide were to
made some minor adjustments to the
use the symbol alongside the logo-
armature in 1931, making the lines
type. The name “reworked corporate
more prominent. During a small
logo” reflected the continuous devel-
celebration to mark the trademark’s
opment of the brand to ensure it
25th anniversary, the company’s
could keep fulfilling constantly
chairman Hans Walz stressed: “Our
trademark has also become a symbol
of unrivaled quality the world over.”
The celebration took place in 1943,
In fall 1918, chief engineer Gottlob
realization of this concept was also
right in the middle of the second
Honold returned to the armature idea
characterized by extreme precision,
world war. At the end of his speech,
when he was designing a new trade-
right down to the last millimeter.
Hans Walz called on all associates to
pull together even more as a Bosch
mark. The first world war had just
ended and Bosch urgently needed to
On December 2, 1918, Gottlob
family, despite what was going on in
change its brand presence to avoid
Honold gave an exact description of
the world outside. By now, the Bosch
confusion. In addition to sales offices
the symbol to the company’s patent
armature had the ability to make
and branch operations, governments
department. On May 2, 1919, the
people feel connected.
in some countries had also expropri-
armature was submitted as an official
ated patents and protected trade-
trademark to the patent office. It has
“Established on the market”
marks from defeated Germany. Bosch
been engraved on all Bosch products
There were few changes to the Bosch
was concerned that companies that
ever since. To spread the word about
identity after the second world war.
had taken over Bosch property would
the new symbol to business partners
The symbol remained, as did the
continue production under the estab-
and customers, Bosch commissioned
BOSCH lettering. However, there
lished names and trademarks, result-
renowned advertising artist Lucian
were minimal adjustments, with the
ing in potentially disastrous mix-ups
Bernhard to produce an ad, which
brushstroke script used since 1925
worldwide.
was published in numerous trade
appearing less and less often. Yet
magazines. It was important to
there were still no fixed regulations
Recognizable worldwide
ensure Bosch was associated with
governing the use of the trademark.
The requirements for the new trade-
the new trademark in all corners
Anyone wanting to buy household
mark were clear. It had to be a sim-
of the globe. This was particularly
appliances or power tools had to look
ple, line-based symbol that could be
critical as the company’s fears had
out for the five capital letters spelling
engraved easily on even the smallest
become reality – the investment
BOSCH, while automotive equipment
products and spare parts. At the
group that had taken over expropri-
was associated more with the arma-
same time, it needed to be striking
ated Bosch property in the U.S. after
ture. The bigger the product portfolio
and understandable in any country,
the first world war soon began using
became, the more important it was to
so letters were out of the question.
the “red devil” in its own advertising.
combine the logotype and symbol.
The new symbol also had to be suit-
At first glance, U.S. customers might
The plan was to create a single entity
able as an advertising motif. With all
not realize that, at that time, “American
that customers would recognize im-
this in mind, Honold got to work. As
Bosch” had nothing at all to do with
mediately, hopefully as a symbol of
with so many of his products, the
Robert Bosch in Germany.
quality and innovation.
An advertisement designed by artist
Lucian Bernhard aimed to make the
Bosch armature a familiar sight, 1921.
8 | Journal of Bosch History
Past and present | 9
The most-preferred version finally
pride in our corporate identity and
bound together the elements that
the way it binds us together. Particu-
had always belonged together, but
larly in a company that’s continuing
hadn’t always appeared side by side
to grow globally, that’s incredibly
– the symbol and logotype. Wolfgang
important.”
Chur, the board of management
changing requirements. Even so, the
a dynamic, innovative trademark was
changes were minimal – after all, the
needed. “The trademark is the most
Bosch name had to remain recog-
crucial element on the global market
nizable. As stated in the brochure
and one of our most precious corpo-
describing the “reworked corporate
rate values,” emphasized Hermann
logo,” it had “become established on
Scholl, the then-chairman of the
the market as the company symbol/
board of management. That had to
logotype.” The task now was “to
be reflected visually. The redesigned
consolidate and expand this excep-
logo created in cooperation with
tional position.” For Bosch, the
Dusseldorf-based design agency
importance of the trademark had
Hesse was now silver rather than
long exceeded the advertising value
black and, for the first time, it was
alone.
three dimensional.
Bringing together what belongs
The most recent change to the sym-
together
bol/logotype came in 2004 with the
The millennium brought more changes
revised corporate design. To find out
for the symbol. Globalization and the
what generated the best response
development of the internet posed
from customers, the advertising de-
new challenges for Bosch. In the
partment launched a global survey
growing online sector in particular,
that delivered an important insight.
Left:
The armature is present on all Bosch
products, including this cable harness
for the Denoxtronic exhaust-gas
treatment system in truck engines,
2004.
Right:
A 1989 advertising campaign highlighted the “key role” played by Bosch
as a developer of innovative automotive technology.
member responsible for the initiative,
The new relationship between sym-
explained that the armature and
bol and logotype was complemented
logotype would in the future be
by the slogan “Invented for life.” The
shown “in a way that clearly illus-
new slogan and the logo combine
trates the relationship between them.
the quality promise of a brand that
Ultimately, we aim to make even
is seen worldwide as trustworthy,
better use of our strong, powerful
innovative, and delivering high qual-
brand and thus ensure we are well
ity. It is a brand with a strong core
positioned for the global market.”
that is still able to adapt. Products
And Uta-Michaela Dürig, the long-
come and go, and modes of com-
standing head of Corporate Commu-
munication change. Trust in the
nications, Brand Management, and
brand, however, remains constant.
Sustainability, added: “Externally, our
As Robert Bosch said so succinctly
logo makes our brand unmistakable
back in 1926, it is “something in
and sets us apart from the rest.
its own right, no embellishment;
Internally, our logo and emotional
it is the main point, not an acces-
brand presentation strengthen our
sory.”
An O hangs in the air – the
meter-high symbol and logotype
are affixed to the parking garage
at the Neue Messe exhibition
center in Stuttgart, 2007.
10 | Journal of Bosch History
All-rounder for energy efficiency
A short history of energy and building
technology at Bosch
Dieter Schmitt
Past and present | 11
There’s a new addition to the Bosch
full spectrum of services, from plan-
and Bosch eventually abandoned his
family. At least, that’s how it appears
ning and installation to maintenance
installation and services business at
at a first glance at the new, fourth
and, if required, repairs. Gottlob
the start of the 1930s.
business sector Energy and Building
Honold, who went on to become
Technology, set up on January 1,
head of development, was an appren-
Heat and comfort
2013. The Security Systems and
tice at Bosch at that time. He recalled
However, with Bosch still interested
Thermotechnology divisions, the
the company’s major customers in
in building technology, this era saw
subsidiary Bosch Energy and Building
Stuttgart: “We got a lot of work from
the company venture into thermo-
Solutions GmbH, and the former
the Hotel Marquardt, the company
technology. In 1932, Bosch acquired
Solar Energy division were brought
Conrad Merz, Dr. Königshöfer’s eye
the heating appliances operations of
together in a new business sector.
clinic, and other clients.” Bosch was
Junkers & Co. in Dessau. Thermotech-
Although this organizational structure
of course still very much a small
nology offered very bright prospects
may be new, energy and building
artisanal operation at that time.
for the future. People were demand-
technology actually has a long tradi-
However, with rapid developments in
ing increasingly high living standards
tion at Bosch.
automotive technology, this business
and soon no one was prepared to do
area declined in importance. In con-
without the comfort of heating and
From the very beginning
trast to the international automotive
hot water in their homes. Founded in
You could say that Robert Bosch
sector, installation and service activi-
1895, Junkers was already an estab-
established independent activities
ties were limited to Stuttgart and the
lished brand known for innovative,
in this sector as early as 1886.
surrounding area. Robert Bosch tried
high-quality products. Junkers fitted
Alongside his work in the fields of
to build a future for these activities
state-of-the-art gas appliances in the
precision mechanics and electrical
through acquisitions and involvement
buildings of “BauhausDessau” in the
engineering, he was also fitting state-
in regional energy supply, but the
1920s, as well as in the “Masters’
of-the-art (for the time) electrical
prospects were never more than
Houses” designed by world-famous
systems such as telephone and door-
modest. Making organizational
architect and founder of the Bauhaus
bell units in buildings in and around
changes by setting up an independent
design school, Walter Gropius.
Stuttgart. He offered customers the
subsidiary didn’t make any difference
A unique example of Bauhaus
Left:
The Junkers Tritherm House
in 1977, which used energy
from three heat sources
Right:
Then, as now, the Bauhaus
heritage site is fitted with
Junkers heating technology,
as shown in this information
leaflet.
12 | Journal of Bosch History
Past and present | 13
Examples of energy-saving potential
from a Bosch Energy and Building
Solutions brochure
architecture, the buildings have been
the car, was an increasingly impor-
a UNESCO World Heritage site since
tant factor in any purchasing deci-
1996. The detached Master House
sion. Developers from Junkers were
inhabited by Gropius himself and the
already experimenting with alterna-
Moholy-Nagy semi-detached house
tive energy sources. At the end of the
were rebuilt between 2011 and 2014,
1970s, a detached house with state-
and fitted with Junkers heating tech-
of-the-art heating technology was
nology in 2013. A geothermal heat
built in Wernau near Stuttgart, the
pump and gas condensing boiler
location of the Junkers headquarters.
supply the houses with efficient,
The oil central heating was only for
eco-friendly heat and hot water.
cold winter days; otherwise, the
rooms and water were heated by a
The Energy Plus Home in Wetzlar
produces more energy throughout
the year than its occupants need.
Alternative energy sources
combination of a heat pump using
By the time of the first oil crisis in
warm air from outside and solar
1973, if not before, the energy effi-
collectors on the roof. Named for
ciency of appliances was becoming
these three heat sources, the Tri-
more and more crucial. The crisis
therm House demonstrated that
showed just how much humans had
visionary research and development
come to rely on fossil fuels and their
at Bosch was not restricted to auto-
easy availability. Reduced energy
motive technology. Since then, Bosch
consumption, whether at home or in
Thermotechnology has continuously
expanded its range of efficient,
mize customers’ energy supply and
central service for decentralized
resource-conserving products. In
thereby reduce their energy costs
combined heat and power plants,
2011, Bosch installed technology that
over both the short and long term.
among many other things. For
generates more energy than the
It works with large and small com-
instance, the unit’s associates take
inhabitants need in a house in Wetz-
panies, office complexes, hospitals,
care of entire business processes
lar, known as the Energy Plus Home.
schools, residential properties, and
for customers, such as air freight
If the power generated is not needed
larger administrative buildings at
and accounting. Security Systems
for the heat pump or household
Bosch locations. Bosch Energy and
thus puts its broad expertise in
appliances, it is fed into the grid.
Building Solutions offers its custom-
the service sector to good use.
ers the full spectrum of services,
The division set up its first security
Networking for energy efficiency
ranging from consultation, planning,
operations center in Frankfurt back
Developing ever more energy-saving
and installation, to energy purchasing
in 1985, enabling Bosch to offer its
products such as heat pumps and
and a 24/7 on-call service. It also
customers a full-service package
ultra-efficient household appliances
has access to the know-how and
from a single source. In addition to
is just one aspect of efforts to make
products of the Thermotechnology
planning, installing, and maintaining
buildings more energy efficient.
and Security Systems divisions, and
fire alarm and security systems, this
Improving the way systems are net-
of the Bosch Software Innovations
center also provided surveillance
worked, intelligent management, and
subsidiary.
around the clock. It could act promptly and organize assistance in emer-
careful planning can save a lot of
energy in buildings and thus cut
Like Thermotechnology and Bosch
gency situations like fires or break-
costs. This business field has excel-
Energy and Building Solutions, the
ins. The opening of the first commu-
lent potential for growth. With that
Security Systems division is part of
nication center in Magdeburg in 1997
in mind, Bosch established Bosch
the Energy and Building Technology
extended the division’s portfolio. It’s
Energy and Building Solutions in
business sector. Its Communication
still a model for success today.
2011. The subsidiary aims to opti-
Center business unit operates the
14 | Journal of Bosch History
Eyewitnesses | 15
Eyewitnesses
With their decisions, people shape the course of history and give it a human face.
They witness events, and frequently also have a hand in them, and are, therefore, part
of our company’s collective memory. The “Eyewitnesses” section lets these people
have their say. Their firsthand accounts bring the company’s history to life.
There was a relaxed mood at the
“Berlin 1830” soirée in 1969, where
German associates and representatives
from France engaged in some cultural
exchange in period costumes.
“Learn to be sensitive to others”
Intercultural skills in a globalized company
Travel always broadens the horizons.
Japanese way of working, as “their
your destination quickly, best take
This certainly applies to Max Rall and
business practices are not immedi-
a detour.” This can easily result in
all the others who have left or come
ately transparent to a newcomer
misunderstandings. As a result, all
to Germany in the service of Bosch.
from Europe.”
business partners need to be open
Rall, the very first Bosch associate to
Dr. Kathrin Fastnacht
to other cultures, just like German
be sent abroad, left Stuttgart in 1900
No bad intentions
associate Karl Zehender who went to
to go to the French branch office in
Verbal communication is one thing.
work in Japan for Bosch in 1925. In
Paris. At that time, he could speak
However, it’s far more important to
an internal evaluation, the HR depart-
English but no French – and was
get to know the other person’s men-
ment later gave him top marks for his
nonetheless very successful. In 1912,
tality and understand the way he or
intercultural sensitivity: “His under-
the technician Friedrich Reiser trav-
she behaves and negotiates. In Ger-
standing of Völkerpsychologie [an
eled to Japan for Bosch and quickly
many, for example, people in a meet-
early form of cultural psychology] and
realized that it was better to commu-
ing generally get straight to the point.
his empathy were of great benefit.
nicate in fluent English rather than
In China, on the other hand, the
(...) He developed a sense for when
broken Japanese. He therefore made
approach can be summed up with
to wait, when to listen, and when to
even more of an effort to learn the
the proverb, “If you want to reach
get down to business.”
16 | Journal of Bosch History
Eyewitnesses | 17
During the first intercultural
training for Russia in 1996,
participants used role play
to practice the custom of
asking business partners
about their families and
toasting repeatedly with
vodka.
Training for globalization
(“inbounds”). Two-day integration
However, not everyone shows the
workshops have been held here since
same intuition. An awareness of just
1992 to reflect on initial experiences.
how important cultural training is for
Since 2003, there has also been an
assignments to other countries devel-
orientation day, held as soon as
oped only gradually. At the beginning
possible after arrival. Among other
of the 1980s, Bosch began offering
things, the HR department provides
seminars to prepare associates for
information about dealing with offi-
their role as outsiders in an unfamil-
cial bodies and authorities. Today,
iar culture. Intercultural training has
most of the associates coming to
been an integral part of executive
Germany are from India, with China
education since 1990. The removal of
some distance behind in second
barriers to eastern Europe and rapid
place.
economic development in parts of
Left:
Business meals have always offered
opportunities to experience other
cultures’ idiosyncrasies. Here, German
and Japanese associates – including
Karl Zehender, a Bosch associate who
had been sent to the far east – sit
together in Japan, 1934.
Right:
In the 1960s, the first wave of migrant
workers from many different countries
were employed by Bosch in Germany.
Interpreters were employed to translate instructions and signs, and some
intercultural assistance was also
required.
why we purchased a house near the
ogy engineer at Bosch Rexroth in
when you’ve lived abroad, under-
cemetery in Ditzingen to house inter-
Lohr, comments: “We French tend to
stand the culture, (...) and notice
national colleagues. But Japanese
interrupt people. For us, this shows
where problems arise,” sums up
associates never wanted to live there.
we’re paying attention – yes, I’m
Eleonore von Arx, an industrial clerk
Eventually we realized that, in Japan,
listening to you. Germans, however,
from Switzerland. “You need to learn
a view of a cemetery is an absolute
find this very rude. I explained this to
to be sensitive to others, otherwise
no-no.”
my boss and, since then, he’s found it
you’ll never get close to people and
easier to understand that it’s just one
be fully accepted.”
On the flip side, there are also some
of my French ways.” Roland Schmid,
German customs that definitely take
who went to Africa in 1964 to run the
Statistics show that more and more
a bit of getting used to. For many
Bosch sales office in Sierra Leone,
Bosch associates are taking the
nationalities, the rules of garbage
also had a simple formula: “You
opportunity to gain first-hand experi-
separation in Germany are a com-
should never forget that you’re just a
ence of other countries. Around 400
plete enigma. But it is the differing
guest in the country you’ve been sent
ventured abroad in 1990; today,
Asia were particularly instrumental in
The enigma of garbage separation
approaches to friendships that can
to.” And Gerd Zimmermann, execu-
around 5,700 associates go to coun-
giving a new boost to globalization at
There’s still a lot for both sides to
make living together particularly
tive vice president in Singapore in the
tries all across the globe. Cultural
Bosch. This greatly increased contact
learn. Andrew Jenkinson, who works
tricky. People from India and other
1980s, points out: “If you lose face
diversity is one of the Bosch values,
with fellow associates and business
in HR, recounts his experience at the
Asian countries are often irritated at
or, worse still, cause your business
but it’s also valuable from a business
partners worldwide.
end of the 1990s: “Some Americans
how long it takes to make friends in
partner to lose face, it’s very difficult
perspective. That’s one of the rea-
simply couldn’t imagine living in a
Germany.
to make amends.”
sons why it is part of the company’s
Germany as a temporary home
small German apartment without a
This development wasn’t just a one-
garden and swimming pool. A lot of
Small things make it easier to get
Strength in unity
Cooperation can only be successful if
way street. Bosch sent associates
Indians arrived later on, followed by
along
Nowadays, intercultural skills are a
differences are seen as enriching our
from Germany to other countries
Japanese and Koreans. Without
Above all, it’s crucial to be clear
core qualification for many associates
work.
(“expatriates”) and brought associ-
adequate language skills, they found
about cultural differences. Helene
working on international projects.
ates from other countries to Germany
it difficult to get a place to live. That’s
Schloter, a hydraulic control technol-
“Real understanding only comes
diversity campaign launched in 2011.
18 | Journal of Bosch History
Eyewitnesses | 19
“Be open to everything...”
Four associates on working abroad
Andrew Jenkinson from Australia had worked at the
Bosch location in Clayton for nine years before being transferred to Germany in 1997. He liked the country and the professional opportunities it offered so much that he decided to
make it his permanent home. Jenkinson currently works in
the HR department of the Diesel Systems division. Prior to
this, he supervised associates who, like him, had come to
Germany from other countries.
Why did you want to work in
Christine Dittrich from Germany had been working at
Bosch for five years before she went to China in 2010. She
stayed there for around two years. From her base in China,
she coordinated corporate communications in the Asia Pacific
region. Today she’s back at corporate headquarters and
is responsible for the international management of Bosch
Corporate Communications.
deprecating. I had to learn really,
Why did you want to work in China?
a good way to get an initial impres-
you’ve grown up speaking two lan-
foreign culture to adapt to?
really fast that people don’t do that
Even before my most recent period
sion, but there were a lot of clichés,
guages (German and English) and
Basically, no one in Australia learned
in Germany. From an intercultural
abroad, my working life was already
unfortunately. My actual experience
haven’t experienced this problem.
on a trip to Europe with my wife. For
languages at that time. When I started
perspective, humor is extremely
50 percent in Germany and 50 per-
in the country put a lot of things in a
Australians, traveling the world is just
studying German in my early 30s, it
dangerous. I also had to get used to
cent abroad. Immediately after com-
different light. In hindsight, I would
Were things different to what you
part of life. That’s why we were open
was a real intellectual challenge for
the level of formality in the office,
pleting my studies, I began working in
have prepared less and just gone with
had imagined?
Germany?
I had spent time in Germany before
What was the hardest aspect of the
to the idea of an assignment abroad to
me. When the time came to leave, I
such as using people’s surnames – I’m
corporate communications in the
the flow with fewer preconceptions.
I was often surprised by what were
prepare me for a future role in Aus-
thought I was at least halfway ready.
used to being on first-name terms.
financial services division of a Ger-
You have to experience things for
– for me – unorthodox solutions and
tralia.
However, the early days here were a
That’s why I’m a bit more stiff and
man automaker. After a further two
yourself once you get there and be
how well they actually worked. Net-
real shock. I had to tackle often tricky
formal here than I ever would be in
years at the automaker’s headquar-
very open to everything at the start. If
working is everything and key details
content straight away. After a while I
my own culture. I’ve had to adapt my
ters in Stuttgart, I spent a great four
you do that, you’ll always be pleas-
often depend on it. And you simply
How did you prepare for life in a
foreign country?
could conduct full contract negotia-
behavior and, to some extent, my
years as the company’s marketing
antly surprised. What’s more,
cannot imagine the speed at which
Thanks to my boss in Clayton, there
tions in my specialist area in German,
personality.
director in Australia. Spending time
encountering a different culture
everything happens in Asia – you have
was already language training offered
but I was lost when it came to shop-
abroad helped me gain intercultural
teaches you more about yourself and
to experience it for yourself.
at the location. All the executives
ping in the supermarket.
What was the easiest thing?
experience and progress rapidly on a
your home country and affects the
Making the move to Germany wasn’t
professional level, and I also found all
way you see things. Inevitably, you
What was the easiest thing?
there were expected to have at least
some knowledge of German. We met
Were things different to what you
that major since the Bosch culture
the experiences and challenges very
become an ambassador between two
Getting to know people despite the
for early-morning courses, in which
had imagined?
and German culture are similar in
enriching on a personal level. That’s
different worlds. Friends and family
language barrier and having them
we ate breakfast, practiced German,
The separation of private life and
many respects. I got to know both of
why I didn’t hesitate to accept this
become curious about other cultures
respond to you with such warmth and
and even sang German songs. Once
work. I knew it existed, but sticking to
these when I started at Bosch in
most recent assignment abroad for
and understand a lot of things much
openness. The commitment shown by
my assignment to Germany was
it wasn’t easy, especially at the start.
Clayton. I think the same applies to
Bosch, particularly as I had never
better. I was pleased about that
my colleagues and associates’ open-
more or less every location.
lived in Asia before. I was particularly
because the image Germans have of
ness and willingness to learn were
China doesn’t really reflect reality.
enormous; that got lots of things
confirmed, I studied the language a
Because of this, you shouldn’t neces-
couple of mornings a week. On top of
sarily try to form friendships with
interested in China due to the fast-
that, I also asked the German interns
co-workers. In Australia, the work-
paced approach to work and innova-
at our location what Stuttgart was
place is the main opportunity for
tions, and the level of flexibility.
like.
making friends. That’s much rarer
moving and made virtually anything
What was the hardest aspect of the
foreign culture to adapt to?
here. For Australians, it’s normal
How did you prepare for life in a
The German focus on structures and
to poke fun at yourself and be self-
foreign country?
processes doesn’t translate to China.
With the seminars offered by the
Sometimes it’s frustrating not being
company and a lot of books. That was
understood – particularly when
possible.
20 | Journal of Bosch History
Eyewitnesses | 21
Eleonore von Arx from Switzerland trained as an
industrial clerk at Bosch before spending a year in the U.K.
in the customer service department of the Power Tools
division. After that, she worked at Bosch in Spain for
17 years, followed by six years at a Spanish Bosch Car
Service. She is now responsible for marketing at Power
Tools in Switzerland.
Why did you want to work abroad?
While studying for her degree, Giuliene-Suely Marioto
from Brazil completed an internship in the Chassis Systems
division in Abstatt, Germany. She has been working at
Automotive Electronics in Reutlingen since 2004.
a role model for me. There were a lot
Why did you want to work abroad?
What was the hardest aspect of this
cle! Lots of people here ride bikes,
foreign country?
of women in positions of responsibil-
My university had a partnership with
foreign culture to adapt to?
hike, and go into the forests – that’s
There was no preparation. I was just
ity, both at Bosch and in the govern-
a university of applied sciences in
If I’m being honest, I would have to
very different to Brazil. I don’t think
my career. I trained as an industrial
thrown in at the deep end in the U.K.,
ment. Even 10 to 15 years ago, half of
Offenburg in Germany. We were able
say communication. The directness.
I know anyone in Brazil who has a
clerk in Switzerland and always said
but I didn’t really mind. I tend to be
the government ministers were
to do a sort of exchange at the end of
For example, I was used to my boss
bike; even if you only have to travel
that, after my training, I wanted to
quite reserved; I observe everything
female.
our studies. My professor told me I
saying: “Could you do that for me,
100 meters to work, you take the car.
should spend three months at the
please?” And in Germany, he said:
I didn’t expect Germans to be so
What was the easiest thing?
university, then apply for a three-
“Please deal with it!” Very direct.
attuned to the natural world. There’s
I found it relatively easy to get used to
month internship to gain experience
I found that very, very disconcerting
a lot of technology, but also a lot of
nature.
The international side of things
appealed to me from the beginning of
How did you prepare for life in a
learn languages and use them in the
and then adapt somehow. It was
relevant countries. I was really think-
exactly the same in Spain.
ing of French and English. Then I got
the chance to spend a year in the
What was the hardest aspect of the
life in Spain. In many respects, I acted
in a company. He said that would be
to begin with and I had a dreadful
customer service department of
foreign culture to adapt to?
as a translator between the Spanish,
good for my career and would
feeling that he had something against
Power Tools at Bosch in the U.K. I
Instead of communicating something
Swiss, and German cultures. I was a
improve my job prospects in Brazil.
me. I took a lot of things personally
What was the easiest thing?
really enjoyed it and they were keen
specifically in one sentence, people
very good intermediary – it never
and worried about it for weeks.
The easiest thing is that everything
to keep me on, but I wanted to learn
tend to skirt around the point. Span-
even occurred to me that it might be
How did you prepare for life in a
I eventually realized that this partic-
is so organized, so structured, and
more languages. I applied to Bosch in
ish people are more circumspect – the
difficult. Basically, I’m a positive
foreign country?
ular individual used that tone with
labeled. It’s very easy to find things.
France, but they turned me down.
German directness was missing.
person and I know I can rely on
Having decided to do an internship at
everyone. And at some point I noticed
I think it’s the same all over Germany.
that almost everybody here talks like
Whether on the street or in the super-
that, not just him.
market, everything is structured in a
Then I remembered a colleague
myself – I’m very independent and
Bosch in Germany, I did a relatively
telling me that in terms of languages,
Were things different to what you
always wanted to immerse myself
short language course, run by a Ger-
Spanish offered better prospects. My
had imagined?
fully. What’s more, I had a Spanish
man woman living in Brazil. I didn’t
Swiss co-workers made inquiries at
The fundamentally positive attitude
contract that featured no special
learn much German, but she did tell
Were things different to what you
it even if you can’t read or understand
Bosch in Spain and they agreed to
to life in Spain was a surprise. It’s
terms such as a better salary. I was
me a lot about the country. Reading
had imagined?
the language. In Brazil it’s chaos. As a
logical way, so you can make sense of
take me on. I received a lot of support
about enjoying the moment and not
always given new challenges and
up on things is always an option. As
I came to Abstatt because I studied
foreigner in my country, I would have
in furthering my career and was faced
worrying so much. Spanish people
immense support in furthering my
my German teacher was familiar with
electrical engineering and felt I abso-
no idea how to find anything.
with a constant stream of new chal-
integrate a lot more quality time into
career. All in all, I ended up spending
Brazilian ways, she could tell me what
lutely had to go to Germany because
lenges, and as a result ended up
the day by going somewhere nice at
17 years at Bosch in Spain. I also lived
wouldn’t go down so well in Germany.
the technology here is so incredibly
staying at Bosch in Spain for 17 years.
lunchtime, for example. We could
like a Spanish person and people
good – the cars, for instance. And
The 1980s were an extremely exciting
learn a lot from that. In terms of the
really appreciated that.
then, when I started my internship,
time in Spain.
position of women, Spain was always
my boss arrived at work on his bicy-
22 | Journal of Bosch History
Milestones | 23
Milestones
The origins of groundbreaking developments in the company – whether in production,
organization, or the structure of the company – can always be traced back to a certain
point in history. In “Milestones,” we track these specific dates and commemorate their
125th, 100th, 75th, 50th, and 25th anniversaries.
The car owned by Russia’s last tsar. Not
only was this luxury Delaunay-Belleville
model fitted with lighting and ignition
systems from Bosch, but a new electric
starter was also installed on site in
Stuttgart in 1914.
100 years of the electric starter
A push button instead of a crank
Dietrich Kuhlgatz
Who still remembers the kick starter?
So what exactly did they need to do?
failed to start and instead rotated in
It wasn’t so long ago that motorcy-
Below the radiator at the front there
reverse, causing the crank to kick
cles had to be started with a strong
was a pin connected to the crank-
back and strike the driver. This dan-
kick. That’s still the case with small
shaft. The driver connected a strong
ger had to be eliminated. After all, it
scooters. The kick makes the crank-
steel crank with a wooden grip to this
had the potential to seriously damage
shaft rotate and the engine spring
and turned it. After several rotations
the reputation of the car in an era
to life.
and with a bit of luck, the engine
when its advantages and disadvan-
sprang to life and was “cranked.”
tages were still the subject of much
The laborious starting ritual
An overrunning clutch prevented the
debate. However, it wasn’t just dan-
It’s unimaginable today, but drivers
crank rotating further so the driver
gerous; it was also inconvenient and
100 years ago had to start their
could remove it.
tiring. Most car owners were rich and
vehicles using pure muscle power. It
were increasingly getting behind the
takes a lot of strength to get a large,
Invented for life – even in 1914
wheel themselves rather than being
heavy car engine running, so it was
However, cranking an engine could be
driven by chauffeurs. They demanded
a real workout!
a dangerous business. Motorists were
greater comfort.
sometimes injured when the engine
24 | Journal of Bosch History
Milestones | 25
Honold gets involved
designed by U.S. company Rushmore.
During this period, Gottlob Honold,
However, the Rushmore starter
the chief engineer at Bosch, struck
wasn’t free from error either. Indeed,
upon the idea of using an electric
Adolf Krauss, the head of testing at
motor to start the engine. Other
Bosch, ended up stranded in a test
manufacturers had already experi-
vehicle on the busy road in front of
mented with this. The first electric
Stuttgart’s train station when the
starter was presented at the 1905
engine’s starter pinion jammed.
Paris Motor Show by French company
Unaware of who was in the car,
Pellorce. It was functional, but com-
passersby recommended that Krauss
pletely unsuitable for day-to-day use.
send for a specialist from Bosch...
At the London Motor Show in 1912,
manufacturers Delco and Scott-Cros-
The pedal starter
ley displayed electric starters that
Bosch finally reached the series
were far closer to the series produc-
production stage for the new starter
tion stage. Bosch now had to work
in March 1914. The electrical power
quickly to develop a starter that was
needed for the starter came from the
better than any previous models.
car’s battery. As that battery was
charged by a generator during the
View of a Fiat engine
made in 1914. Right
is the generator,
which is powered
by the engine and
generates electricity;
on the left is the
starter, which sets
the engine running.
The road to series production
journey, there was still enough power
The Bosch design completed in 1913
left – even after the vehicle had been
still suffered from some fundamental
left standing for a while – to start the
weaknesses, so Honold acquired the
car using a starter delivering around
manufacturing rights for a starter
1 HP.
To begin with, Bosch’s starter was
ever, it wasn’t until the 1950s that
activated by stepping firmly on a foot
the starter crank completely disap-
pedal. In the second generation of
peared from the picture.
starters, the switch was relocated to
the starter itself. Now, the driver
The success of the starter
could start the vehicle simply by
Today, the term “starter” has been
pressing a button on the dashboard
adopted in German and other lan-
connected to the starter switch.
guages worldwide. Even after 100
Today, after decades of turning igni-
years, it’s still a best-seller that no
tion keys, we are increasingly revert-
vehicle can do without. At the same
ing to this push-button method.
time, it’s a building block for innovative technologies, such as the start-
Success takes time
stop system which in the future will
Sales figures were modest to begin
switch the engine off while the vehi-
with. By 1927, Bosch had sold just
cle is still running, leaving it to coast.
11,000 starters. Things then started
Consequently, the starter helps to
to improve, with the number increas-
reduce fuel consumption and con-
ing to nearly 550,000 by 1933. How-
serve natural resources.
Left:
Advertisement by artist Lucian Bernhard,
dating back to 1916. The lighting system
with generator and battery is shown in
red, the starter in green.
Right:
An x-ray view under the hood of a modern
car. The picture shows the components of
a start-stop system, which enables fuel
savings of up to 8 percent in urban traffic.
26 | Journal of Bosch History
Milestones | 27
75 years of manufacturing in Japan
“On land, in the water, and in the air”
Dietrich Kuhlgatz
KiKi Co., Ltd.” was launched on July
commercial vehicles started to do
System Co., Ltd (JECS), founded in
1, 1939. As detailed in the contract
well in Japan. Diesel KiKi became
1973 to produce ECUs for gasoline
documents, the aim was: “Production
Zexel and, with Bosch as majority
direct injection systems, and, in
and sale of diesel engine parts for
shareholder since 1999, this subse-
1984, Nippon ABS Ltd. for manufac-
vehicles on land, in the water, and in
quently became part of what is now
turing the ABS antilock braking sys-
the air, and for stationary engines.”
the Bosch Corporation in Japan.
tem.
Growing success in the diesel techExpanding production in the shadow
nology sector was followed by other
All of these partnerships have long
of war
Bosch activities in automotive tech-
since become part of what is now the
In spring 1939, a site for building a
nology. One example is an agreement
Japanese regional subsidiary. Look-
factory became available in Matsu-
for the manufacture of spark plugs
ing back, establishing production
yama in Saitama prefecture, north
under license, concluded in 1953
activities for automotive technology
of Tokyo. But preparations faltered.
with Japanese automotive supplier
in Japan 75 years ago was a clever
With the outbreak of the second
Denso. From the 1970s, joint ven-
move – even though no one could
world war, the Japanese experts who
tures with Japanese partners went
have predicted that the country
were due to study manufacturing
far further, seeking also to have
would eventually become one of the
processes in Germany found it virtu-
Japanese automakers install Bosch
world’s largest car producers. More
ally impossible to travel. The team
products in their vehicles. Examples
than 12,000 people work there for
from Japan experienced a very event-
include the Japan Electronic Control
Bosch today.
ful round trip that would be worthy
of its own chapter. The Japanese
manufacturing experts initially set
out to travel to Bosch in Germany in
August 1939, but were forced to turn
Bosch Car Service garage in Kobe,
Japan, 1942. The workshop experts
were also responsible for maintaining
and adjusting diesel injection pumps
made under license in Japan.
Due to their economy, diesel engines
The search for partners
back. They eventually made it to
were particularly popular in trucks in
Preliminary talks began in that same
Stuttgart in January 1940 – after
Japan during the 1930s. However,
year, with Jidosha Kogyo sending
spending 76 days on the road. The
there was no local manufacturer able
diesel expert Torao Aramaki to Stutt-
return journey was equally full of
to supply the pumps in a satisfactory
gart. However, negotiations lasted
adventure. In September 1940, they
quality. For Japanese truck manufac-
longer than hoped. To ensure quality,
packed up the important manufactur-
turers, importing Bosch diesel fuel
Bosch demanded manufacturing
ing documents and took a ship from
injection pumps from Europe was
facilities that met its own standards.
Lisbon to Yokohama. It didn’t reach
extremely laborious, and expensive to
Another condition stated that a sec-
Japan until January 1941. With no
boot. A better solution had to be
ond Japanese engine specialist had
more time to lose, the experts imme-
found. With that in mind, in 1936, a
to be brought on board. Mitsubishi
diately began preparing manufactur-
representative of diesel engine manu-
Industries, the biggest Japanese
ing operations. But, due to the war,
facturer Jidosha Kogyo decided to
diesel engine manufacturer, quickly
very few diesel injection pumps were
explore the possibility of manufactur-
emerged as the ideal partner.
ever actually produced.
license and contacted Erwin Kurz, the
What started off as simple licensing
Bosch technology “made in Japan”
head of the Bosch department at
discussions ended up creating a joint
It wasn’t until the economic boom of
general importer Illies & Co. in Japan.
venture. The new company “Diesel
the 1950s that the diesel sector for
ing Bosch injection pumps under
This 1938 brochure shows the many
different applications of Bosch diesel
injection – in cars, watercraft, aircraft,
and stationary engines.
28 | Journal of Bosch History
50 years of the Robert Bosch Stiftung
Dedicated to people
Milestones | 29
Dieter Schmitt
Who creates partnerships between
support and provide a solid financial
any reduction in the dividend it paid.
German and Indian schools, sends
foundation for his charitable activi-
The corporate constitution makes
German journalists to China and vice
ties.
Bosch one of the rare businesses
versa, presents the German Schools
Tradition and modernity. In the background, the
former residence of Robert Bosch, which now
houses the Robert Bosch Stiftung. In the foreground
is Bosch Haus Heidehof, the Bosch Group’s new
management and conference center, 2005.
that achieves an equilibrium between
Prize, and runs its own hospital in
Stable foundation
business and social objectives. Over
Stuttgart? The answer is the Robert
Robert Bosch’s executors and heirs
the past 50 years, the foundation
Bosch Stiftung, the company’s chari-
opted for a solution that has endured
has given out 1.2 billion euros to
table foundation. However, these are
to this day. In 1964, the Robert Bosch
fund its projects and initiatives. This
just some examples of its work. In
Stiftung, then still known as Vermö-
makes the Robert Bosch Stiftung
2012 alone, it supported over 700
gensverwaltung Bosch, acquired a
one of the largest company-affiliated
projects. This diversity is what makes
majority stake in Robert Bosch GmbH
foundations in Europe. In keeping
it so difficult to give a brief history of
from the founder’s heirs. Voting
with the wishes of Robert Bosch, it
the foundation. No matter what
rights were assigned to what is now
puts people at the heart of its com-
example you choose, there are always
Robert Bosch Industrietreuhand KG,
mitment to education, healthcare,
other projects equally deserving of
an industrial trust which has carried
international relations, society, cul-
mention. All charitable projects and
out the entrepreneurial ownership
ture, and science. Perhaps it isn’t
support are financed primarily from
functions ever since. Five years later,
really that hard to sum up the foun-
the annual dividend of Robert Bosch
Vermögensverwaltung Bosch changed
dation’s work in just a few words:
GmbH. The Robert Bosch Stiftung
its name to Robert Bosch Stiftung,
dedicated to people.
has been the company’s majority
thus underlining the charitable focus
shareholder for 50 years.
of its activities. Today, the foundation
For more information visit
holds 92 percent of the share capital
www.bosch-stiftung.de
The alleviation of hardship
of Robert Bosch GmbH. Most of the
The work carried out by the founda-
remaining shares are held by the
tion reflects the wishes of Robert
Bosch family. The remodeled corpo-
Bosch, who deliberately set it a broad
rate constitution remains the corner-
mandate. In 1935, he wrote that his
stone and guarantee of the Bosch
aim was, “apart from the alleviation
Group’s entrepreneurial freedom and
of all kinds of hardship, to promote
financial independence. The success
health, education, programs to help
of the company means the foundation
the gifted, international reconcilia-
can sustain its charitable commit-
tion, and similar objectives.” In his
ment, financed primarily from the
will and other documents, he charged
annual dividend. Even in the crisis
his executors with ensuring the com-
year of 2009, when Bosch entered
pany underwent “strong and mean-
the red for the very first time since
ingful development” and continued to
1945, the company made scarcely
30 | Journal of Bosch History
Milestones | 31
It’s late evening, the party is over, the
The dishwasher wins over hearts
guests have gone. The kitchen is full
and homes
of teetering towers of plates and
Bosch showcased a dishwasher at
dishes, and used champagne flutes
the Cologne Spring Fair in 1964.
2008
fight with coffee cups and dessert
Initially made at the Giengen loca-
2000
bowls for the last scraps of space.
tion, growing demand saw produc-
1983
It’s a sight that has driven many hosts
tion operations move to the new
1965
to despair – including Josephine
dishwasher plant in Dillingen in 1976.
Cochran. The wealthy widow from
Although the appliances became
Illinois in the U.S. loved throwing
increasingly complex technologically,
parties. However, she didn’t want to
the principle of automatic washing
do the dishes herself – and felt that
remained largely unchanged. The key
her servants broke too many of them.
factor in achieving sparkling results
But Josephine Cochran was a crea-
has always been the perfect interac-
2008
tive woman. She decided to develop
tion between water pressure, tem-
2000
a device that could wash dishes
perature, time, and detergent.
1983
automatically. In 1886, she received a
Bosch advertising brochure,
1964
The Bosch dishwasher at 50
Taking the toil out of washing dishes
7
14
28
40
Power consumed in a normal
washing cycle (kWh)
0.67
1.05
1965
1.9
2.85
patent for her invention, the first
Safe, clean, economical – and quiet
woman ever to do so. Her innovation
as a mouse
made its breakthrough seven years
However, there was one problem that
later at the World’s Fair in Chicago.
kept cropping up – water damage,
The machine consisted of a copper
caused by open taps or machine
Efficient energy use
tank with wire baskets for the dishes.
defects. This issue was eventually
Engineers are currently working on
A motor in the tank powered a spin-
resolved with the development of a
another energy- and money-saving
ning wheel which sprayed the dishes
non-power-dependent safety system
system and testing it in field trials for
with hot soap suds.
that acted like an automatic tap.
the connected home. The appliances
From 1985, it was marketed under
are fitted with a data interface that
For decades, these first dishwashing
the name Aquastop. Bosch developed
enables them to communicate with
machines were used only in the
the world’s first fully automatic dish-
the smart grid, the house’s own
restaurant industry or in public insti-
washer in 1999. Sensors measure
photovoltaic system, and the internet.
tutions like hospitals. For private
how dirty the dishes are. By carefully
They can pick up incoming signals
homes, they were too expensive to
controlling cycle times, temperature,
from energy suppliers – such as
buy and repair, as well as too imprac-
and water volume, water and power
cheaper times to run the dishwasher
tical – they just didn’t make eco-
consumption are reduced. At the end
– and switch themselves on accord-
nomic sense.
of 2008, Bosch launched another
ingly. On top of saving energy and
innovation on the market – the multi-
protecting the environment, cutting-
Until the 1950s, barely any dishwash-
award winning zeolite drying technol-
edge technology is also kinder on the
ers were sold to private households
ogy. The natural mineral zeolite is
household budget.
in Europe. Only when people became
used to transform moisture into heat,
more affluent did demand grow for a
so the drying process consumes only
machine that would take the toil out
an extremely small amount of energy.
of washing dishes.
As they became more economical,
dishwashers also became a lot qui-
Angelika Merkle
Water consumed in a normal
washing cycle (liters)
eter; today, they are virtually silent.
32 | Journal of Bosch History
25 years of Bosch Korea Ltd.
Many activities under one roof
Dietrich Kuhlgatz
Milestones | 33
In the fall of 1989, Bosch was still in
New prospects with Korean partners
the very early days of its activities in
South Korea’s economy grew rapidly
South Korea. The company had
in the early 1990s and – thanks to
opened an office in Seoul as a point
joint ventures such as Korea Automo-
of contact for Korean customers in
tive Motors Corp., Korea Bosch
1985, and was also a minority share-
Mechanics and Electronics Corp.
holder in two other companies. In
Ltd., and Korean Advanced Diesel
1986, Bosch achieved some initial
Equipment Co. Ltd. – so did Bosch.
successes in the original equipment
The company benefited from the
sector, fitting Bosch injection tech-
experience of its Korean partners
nology in a car made by Daewoo, for
who, in turn, profited from Bosch
example.
know-how in key technologies for the
automotive industry.
Expansion in ambitious South Korea
Then came a huge opportunity to
However, Bosch didn’t limit itself to
really gain a foothold in South Korea.
automotive technology. Klaus Jas-
“KIA Motors, a major South Korean
pert, who was in charge of Bosch’s
automaker, announced the opening of
power tools business in Korea from
an automobile plant with an annual
1996, was given the ambitious task of
production capacity of 300,000
making Bosch the market leader in
vehicles in 1989,” recounts Hansjörg
this sector. Now retired, industrial
Manger, who was the member of the
engineer Jaspert recalls: “Local
Bosch board of management respon-
colleagues all said the same thing:
sible for Asia at the time. Until that
‘that’s impossible!’” But now that
point, Korea had been “a largely
vision is a reality. “We’ve been num-
unknown market on the Bosch world
ber one for three years now,” Jaspert
map. No one could have predicted
says proudly.
that Hyundai Motors would now be in
the same league as Volkswagen,
Many activities under one roof
Toyota, and General Motors.” How-
From 1999, Bosch pooled its activi-
ever, Manger was also fully aware
ties in the automotive technology
that South Korean companies “set
sector and took over four joint ven-
themselves high targets and were
tures entirely. The first manufacturing
confident that they could achieve
company of its own, Robert Bosch
them.”
Korea Diesel Ltd., followed in 2004.
The company has been extremely
This provided enough good reasons
successful in Korea: for example, in
to create a central hub for Bosch’s
January 2013, Bosch manufactured
South Korean activities. On Novem-
the 20 millionth injector for common-
ber 1, 1989, Bosch celebrated the
rail diesel-injection systems in the
opening of the new regional com-
Daejeon plant.
pany’s headquarters in Seoul. Just
two years later, in 1991, Bosch
opened the Application Engineering
Opening ceremony for the new Bosch headquarters
in Yongin, Korea, on October 19, 2007. Korean and
German executives from Bosch were present at the
event, including the then-chairman of the board of
management Franz Fehrenbach (sixth from right),
former chairman of the supervisory board Hermann
Scholl (fourth from right), and Rudolf Colm (second
from right), who was the board of management
member responsible for Asia at the time.
Center, providing a local development
site for its regional customers.
From top to bottom
KBME plant in Chonan, 1994
Daejon plant of the joint venture MOST, 1994
The Yongin plant, 1997
The headquarters of Bosch in Yongin, 2007
34 | Journal of Bosch History
Milestones | 35
“Please pull over to the right.” The
When the map flew out through the
the other. Back then, there was no
thin-lipped border guard snaps out
roof
reliable index of one-way streets and
the order with military brevity. It’s
Twenty-five years ago, the TravelPilot
turning restrictions. In fact, in the
September 1, 1989. On this Friday
was a media hit rather than a com-
mid-1990s, Bosch itself compiled an
evening, our team from Bosch has
mercial success. Only a few thousand
intersection-by-intersection list of all
just spent a week and a half at the
were sold at that time. And yet the
the key traffic signs in large cities.
International Radio Exhibition in West
innovation had become a celebrity.
Now it was finally possible to include
Berlin, and now we’ve been stopped
The navigation system was extremely
route planning, and that in turn led to
at the Dreilinden checkpoint to com-
telegenic. There were illustrated
market success.
munist East Germany. None of us
reports in magazines, test drives on
could know that, in just a few weeks,
television – with the TravelPilot fitted
Fine-tuning the technology
the Berlin Wall would fall. For now,
in its test car, Bosch could demon-
A number of technological quirks also
we’re still in the grip of the cold war
strate the innovation “live.” One time,
had to be overcome. In 1989, the
and fear stalks the borders. What
a TV reporter let a folded street map
TravelPilot identified its location not
do the soldiers want? They aren’t
fly out of the sliding roof, comment-
by satellite, but using an on-board
opening our suitcases. They examine
ing laconically that drivers didn’t
gyrocompass. This compass was
the wheels, the trunk lid, the dash-
need paper any more. Even the nor-
extremely sensitive, and a truck
board; they scrutinize wheel sensors,
mally serious “Frankfurter Allgemeine
speeding past could disrupt the
compass, and disc drive. What fasci-
Zeitung” newspaper published a
magnetic field, for example. The only
nates them most is the display. “So
lighthearted article based on Monop-
thing to do was pull over and reset.
that’s your TravelPilot,” one says. At
oly, explaining how the navigation
This was a nerve-wracking process if
last we know what the border guards
system could find Schlossallee, the
there was an expectant TV crew
are really interested in. “And this is
most expensive street in the German
along for the ride in the test car. In
the Bosch test car.” Their stern faces
version of the game.
these situations, it was up to the test
finally brighten: “We saw it on your
25 years of navigation systems
The innovation that became a TV star
Ludger Meyer
driver to make small talk.
Tagesschau,” referring to the West
However, even though the TravelPilot
German news program. We breathe
caused a media furore, it still wasn’t
Nowadays, the driver can talk directly
a sigh of relief. After a few minutes
making waves on the market. From
with the navigation system, almost as
we’re allowed to drive on, still barely
a technological perspective, it was
freely as he can with his passenger.
able to grasp that the media splash
just an interim measure. Although it
Bosch has also developed a voice
made by the first market-ready navi-
contained digital maps, it displayed
control system. If there were still
gation system from Bosch has man-
only current location and destination,
border guards today, they would be
aged to transcend such boundaries.
not the best way to get from one to
rendered speechless...
Route planning today – via cellphone.
Bosch has developed a navigation app
for the iPhone. Features include a
three-dimensional map view and a warning
function if approaching a bend too quickly.
36 | Journal of Bosch History
Milestones | 37
25 years since motorcycle ABS premiered
Safe braking in scary moments
Dietrich Kuhlgatz
customers. As all four major Japa-
lenges for the engineers, particularly
Some 100,000 motorcycle ABS units
nese motorcycle manufacturers
as it also had to be lightweight and
had been produced by 2005, rising
carried out development and manu-
cost effective. Bosch put motorcycle
to one million by the end of 2013.
facturing exclusively in Japan at that
ABS into series production in 1994.
Customers were impressed by the
fact that even when braking hard in
time, it was also convenient to have
the systems made by Nippon ABS –
More compact and lightweight than
unexpected situations, ABS helps the
the ECU in the Yokosuka plant and
in cars
bike brake quickly and keeps it from
the hydraulic unit in Togichi.
At that time, motorcycle ABS was
drifting out of its lane.
The first customer was Kawasaki. In
based on the corresponding car
fall 1988, Bosch reached initial agree-
system and weighed around 4.5
Bosch now also offers a world first
ments about supplying ABS in the
kilograms. However, the engineers
with its MSC motorcycle stability
future. In February 1989, Bosch
managed to reduce the weight with
control. MSC assists motorcyclists
announced motorcycle ABS officially
each subsequent generation. Genera-
not only with braking, but also with
for the first time. The series-ready
tion 9, launched on the market in
negotiating bends and accelerating.
system had two braking-pressure
2009, marked a real breakthrough.
This new system still has to establish
controls in two different brake cir-
For the first time, Bosch had devel-
itself on the market. ABS is already
cuits. The front and rear wheel of a
oped ABS specifically for motorbikes.
well on its way, and will be compul-
motorbike generally brake separately,
Nowadays, the Bosch portfolio even
sory in all newly registered motorcy-
with the right handlebar grip braking
includes a simplified ABS for small
cles in the European Union from
the front wheel and a foot pedal on
two-wheelers that weighs just 700
2017. There’s a good reason for that
the right activating the rear wheel
grams.
– the system can prevent a quarter of
brake. This posed plenty of chal-
all serious and fatal motorcycle accidents.
The first functional motorcycle ABS
prototype is introduced to the media in
February 1989. The test vehicle was a
GTR 1000 Kawasaki touring model.
Humans find it virtually impossible to
mid-sized segment, too. Right from
resist their reflexes. Motorcyclists
the very early days, Bosch aimed to
know that all too well. They often
develop a version of ABS for motorcy-
suffer their first fall when they
cles. Here, the primary focus was not
encounter an unexpected obstacle,
on the old European core market, but
brake too sharply, and try to take
on Japan, home to four major motor-
evasive action. The front wheel locks
cycle manufacturers, including the
and skids, or the rear wheel lifts up.
now global market leader Honda.
In the blink of an eye, the bike loses
all its stability.
Japan as market and engineering
workshop
From car to motorcycle
In 1984, Bosch founded Nippon ABS
The ABS antilock braking system
Ltd., a joint venture with Japanese
comes to the rescue in such situa-
brake manufacturer Nippon Air Brake
tions. This electronic assistant has
Co. Ltd. This formed the ideal link to
been available in cars since 1978. To
the Japanese motorcycle industry.
begin with, ABS was only fitted in a
Thanks to Nippon ABS, product
few high-end sedans. Over the next
development and application could
ten years, it gradually moved into the
now happen in close proximity to
Development team with a groundbreaking innovation, 2011. ABS 9
was the first antilock braking system
designed specifically for motorcycles. It also formed the basis of
the MSC stability control launched
by Bosch in 2013.
38 | Journal of Bosch History
Every picture tells a story | 39
Every picture tells a story
Alleviating all kinds of hardship
Vera Dendler
Left:
The Robert Bosch Hospital opened in
1940 was converted to an emergency
hospital during the second world war.
Right:
Following the natural and nuclear
disasters in Japan in 2011, Bosch
donated 300 containers to the city of
Higashimatsushima for construction
of a kindergarten, among other things.
Robert Bosch originally constructed the building in Feuerbach, north of
Stuttgart, to manufacture automotive equipment. But the outbreak of the
first world war in August 1914 changed everything.
Bosch wasted no time in offering the new building as a field hospital for
around 400 soldiers with minor injuries. But first the building had to be
adapted to its new purpose. Baths were installed, along with an x-ray
machine and other medical equipment, all meeting the same high standards
of quality that Bosch expected of his products. The hall itself was light and
well ventilated.
Bosch personally took care of making the stay in hospital as pleasant as
possible for the wounded. He bought bedside rugs from a felt factory so
that “when getting dressed and undressed, the men don’t have to stand
on the bare floor.” To encourage the convalescents to spend time outside
in the fresh air, he also had seeds sown for a lawn in front of the hospital.
However, in 1916, Bosch urgently needed the hall for his own work and
the hospital closed.
Robert Bosch remained dedicated to the wellbeing of his fellow man
throughout his life. He expressed this as follows: “It is my intention, apart
from the alleviation of all kinds of hardship, to promote the moral, physical,
and intellectual development of the people.” Today, crises like wars and
natural disasters require the rapid and flexible provision of donations – both
monetary and in-kind – as well as personal commitment. The principle that
drove Robert Bosch throughout his life is now what drives his company.
Veterans in the field hospital in Feuerbach in 1914.
The home comforts Robert Bosch provided for the
wounded included board games and books.