South Africa Edition 2

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.
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.
PROMOTION
Robert Bosch South Africa (RBSA), custodian of
the Bosch Service concept, is responsible for all
advertising and branding initiatives on a national
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.
BRAND VALUES
The name Bosch Service means quality. Bosch
Service is committed to the highest technical
competence, service affordability and customercare
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.
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