ROBERT BOSCH

EIMISA, SALA DE EXHIBICIÓN Y VENTA AL PÚBLICO EN Dr. LUCIO,
CIUDAD DE MÉXICO.
EIMISA, EXHIBITION AND SALES LOUNGE ON Dr. LUCIO,
MEXICO CITY.
CAPACITACIÓN PARA VENDEDORES DE BOSCH.
DIVISIÓN AUTOMOTRIZ.
TRAINING OF BOSCH SALESMEN. AUTOMOTIVE DIVISION.
EIMISA, EDIFICIO DE OFICINAS PRINCIPALES,
CIUDAD DE MÉXICO, 1959.
EIMISA, HEADQUARTERS, MEXICO CITY, 1959.
62 - ROBERT BOSCH
1 955. BOSCH SETTLES IN MEXICO
BOSCH took an ac tive part in the ex hibition, dis playing a lar ge
range of electric and diesel au tomotive pro ducts, as well as preci
sion and me cha ni cal tes ting ap pa ra tu ses, elec tri cal tools and
equipment for construction. The hu ge suc cess of the ex hibition
was a clear sign that the new Ger man in vestments in the Me xican
au to mo ti ve in dustry. This would re qui re a per ma nent and
real pre sen ce of BOSCH in Me xico. This pre sence would ena ble
the com pany to best meet the de mands of the mar ket with in a
wide ran ge of pro ducts. In 1955, through an agreement establis
hed with Robert Bosch GmbH, Mr. Ernesto Krau se obtained
the ex clu si ve re pre sen ta tion to mar ket BOSCH pro ducts in Mexico,
im por ting au to mo ti ve items, elec tri cal tools, tes ting and repair
equip ment, con densers and ar ticles for the home.
Mr. Krause was one of the pro prietors of the ma ritime
trans port com pany D. Leh mann Soeh ne, which en gaged in the
importation of tro pical fruit, and his com pany had
long-standig ties to Cen tral Ame rica and the Ca ribbean is -
lands. In or der to ma ke the use of its ships ef ficient and to ex -
pand its bu si ness, the com pany ap proa ched the ma na ge ment
of Volk swa gen AG in Wolf sburg to re quest and in the end obtain
the ex clu si ve re pre sen ta tion of this com pany for Ecua dor,
Co lom bia, Ve ne zue la, so me coun tries in Cen tral Ame ri ca and
the Ca rib bean, and Me xi co. BOSCH be lieved it to be the right ti -
me to join the ex clu si ve re pre sen ta tion which Volk swa gen AG
offered to Mr. Krause, mar king with this fact its de finitive arri -
val on the Me xican mar ket.
On Au gust 31, 1955, the com pany Export-Import- Me xica
na Inter na cio nal, S. A. [EIMISA] was for med. This was the be -
ginning of a so lid presen ce of BOSCH in Me xico and the com -
mer cial di ver si fi ca tion of its pro ducts, rea son by which we
ce le bra te our 50th an ni ver sary in Me xi co. Mr. Wal ter Kuhn
was ap poin ted exe cu ti ve of fi cer of this com pany in Ger many,
and he ca me, ac companied by the Ger man technicians Peschke,
Grei nert, Hil mann, Prei sen danz, Ha che tel, Rueck M.
Kuhn and Hec kemann, among ot hers, in or der to train Me xican
tech nicians in die sel and in jection tech niques. From its
out set, BOSCH openly bac ked its new re pre sen ta ti ve, con tinually
sen ding trai ned tech ni cians to of fer ap pro pria te technical
sup port to the clients of the new ven ture's clients.
In 1956, EIMISA be gan mar keting new li nes of BOSCH pro -
ducts in Me xico City. Their first of fices we re set up op posite
the Columbus Mo nument in Pa seo de la Reforma. La ter, they
mo ved their fa ci li ties to Ave ni da Co yoa cán. That sa me year,
the com pany for med its first group of salespersons of the au to-