80 million euros: Bosch expands activities in Southeast Asia

„We help make a difference“

  • Peter Tyroller, the Bosch board member responsible for Asia Pacific: “Southeast Asia is an important region for the Bosch Group”
  • Bosch Group products and solutions contribute to improving quality of life in the region
  • Integrated campaign aims to increase brand awareness

With a population of more than 600 million, Southeast Asia offers the Bosch Group excellent business opportunities. The leading global provider of technology and services is present in all ten ASEAN member countries and is continuously expanding its activities. ”Southeast Asia is an important region for the Bosch Group”, said Peter Tyroller, the member of the Bosch board of management responsible for Asia Pacific. “To support growth in the region, we are planning to invest around 80 million euros in Southeast Asia this year.” In the first half of 2016, Bosch opened new offices in the Philippines and Indonesia with the aim of being closer to its customers. The company is also strengthening its manufacturing capacity in the region and plans to expand its Mobility Solutions plants in Malaysia und Vietnam. Additionally, a new plant in Thailand is planned. In the past ten years, Bosch has invested almost 500 million euros in the expansion of its manufacturing and development locations in Southeast Asia.

Southeast Asia offers Bosch a broad range of opportunities

In 2015, Bosch achieved sales growth of 12 percent in Southeast Asia, generating sales of more than 780 million euros. The company also expects positive development in the current year, despite partially volatile economic development in some of the ASEAN markets. In the first half of the year, business in the Philippines, Thailand, and Vietnam developed well. There are many factors in the region that bring forth opportunities for Bosch: these include its large and young population, the growing purchasing power of the middle class, increasing demand for infrastructure, urbanization, and the need to conserve natural resources. The company also sees potential in the area of connectivity and the Internet of Things (IoT) in Southeast Asia.

Strong local presence

Bosch has been present in Southeast Asia since 1919. Today, the company employs more than 6,800 associates in Singapore, Malaysia, the Philippines, Indonesia, Thailand, Vietnam, Brunei, Cambodia, Laos, and Myanmar. In the coming years, the workforce is expected to keep growing. The company has manufactured locally for more than 20 years and currently has seven plants in the region. In Malaysia, for example, Bosch manufactures power tools, products for the Car Multimedia division, and steering systems. The Bosch plant in Vietnam produces variable transmissions belts for automatic drive systems. In Thailand, Bosch manufactures washing machines, wipers, and gasoline systems. Southeast Asia is also becoming increasingly important for the Bosch Group’s global R&D network. The company has had development activities in Singapore, Vietnam, Thailand, and Malaysia for several years already. Since 2010, Bosch has operated its first software development center in Southeast Asia in Ho Chi Minh City, Vietnam. Among other things, engineers at the center work on software solutions for the Internet of Things. This makes Bosch an increasingly important software employer in the region. In Vietnam, Thailand, and Malaysia, the company has implemented the German concept of dual education.

Strengthening of the brand: “We help make a difference”

Besides expanding its regional presence, Bosch is also strengthening its brand communication in Southeast Asia. The first international corporate campaign has been launched in the growth region, with marketing and PR activities on different channels. The aim is to raise awareness about Bosch in the ASEAN member states – especially in emerging markets such as Indonesia, Vietnam, Cambodia, Laos, and Myanmar. In fact, Bosch is still largely seen as a manufacturer of power tools in the region. The campaign aims to show that Bosch also offers technologies in many other areas that can improve quality of life, among them automotive parts such as spark plugs, wipers, batteries, brakes, and driver assistance systems that make driving safer and more comfortable. Other examples include hydraulic systems for marine engineering that support the progress of local industry, and power tools that contribute to better quality in the building sector. Packaging technology keeps foods and beverages fresh, even in high temperatures.

The theme of the campaign is "We help make a difference". In the dynamic growth region, Bosch is working to develop and offer technology that is tailored to the needs of the local market. In some instances, these solutions are available at a lower cost and meet different specifications.

Watch the video on the Bosch campaign “We help make a difference” on Youtube!

Please find the key-visuals and additional information of the campaign here!

About Bosch

The Bosch Group is a leading global supplier of technology and services. It employs roughly 410,000 associates worldwide (as of December 31, 2018). The company generated sales of 78.5 billion euros in 2018. Its operations are divided into four business sectors: Mobility Solutions, Industrial Technology, Consumer Goods, and Energy and Building Technology. As a leading IoT company, Bosch offers innovative solutions for smart homes, smart cities, connected mobility, and connected manufacturing. It uses its expertise in sensor technology, software, and services, as well as its own IoT cloud, to offer its customers connected, cross-domain solutions from a single source. The Bosch Group’s strategic objective is to deliver innovations for a connected life. Bosch improves quality of life worldwide with products and services that are innovative and spark enthusiasm. In short, Bosch creates technology that is “Invented for life.” The Bosch Group comprises Robert Bosch GmbH and its roughly 460 subsidiary and regional companies in over 60 countries. Including sales and service partners, Bosch’s global manufacturing, engineering, and sales network covers nearly every country in the world. The basis for the company’s future growth is its innovative strength. At nearly 130 locations across the globe, Bosch employs some 68,700 associates in research and development.

The company was set up in Stuttgart in 1886 by Robert Bosch (1861-1942) as “Workshop for Precision Mechanics and Electrical Engineering.” The special ownership structure of Robert Bosch GmbH guarantees the entrepreneurial freedom of the Bosch Group, making it possible for the company to plan over the long term and to undertake significant upfront investments in the safeguarding of its future. Ninety-two percent of the share capital of Robert Bosch GmbH is held by Robert Bosch Stiftung GmbH, a charitable foundation. The majority of voting rights are held by Robert Bosch Industrietreuhand KG, an industrial trust. The entrepreneurial ownership functions are carried out by the trust. The remaining shares are held by the Bosch family and by Robert Bosch GmbH.

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