Bosch’s ‘The Gut Knows’ campaign targets techs with know-how

Jan. 1, 2020
Bosch has launched a bold new brake parts advertising campaign aimed at technicians.
Bosch has launched a bold new brake parts advertising campaign aimed at technicians. Focusing on “the gut” – an individual’s judgment or assessment based on instinct, experience and technical know-how – the campaign stresses “The gut knows serious brake pads and rotors when it sees them.” Print ads will highlight the fact that Bosch QuietCast™ is an ultra-quiet braking system, combining pads fitted with rubber-core shims and rotors that utilize corrosion resistant coating for long-lasting, quiet performance.

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Speaking directly to professionals who will specify and install them, the ads are intended to raise awareness about the many benefits, to both the installer and the motorist, from installing Bosch QuietCast brake pads and rotors -- unlike most do-it-for-me (DIFM) messaging in the aftermarket, which is product focused. Two brake ads, which kicked off in July and will run through early 2013, will stress that QuietCast brake pads are designed with advanced platform-specific friction formulations that provide excellent stopping distance for all types of domestic, Asian and European vehicles, and are rigorously tested.*

Carrying through “The Gut Knows” theme that began with spark plug ads in the spring, the campaign includes ads for other Bosch replacement parts such as oxygen sensors, starters and alternators. The ads create one brand voice with uniform messaging in print and online advertising, and are being supported with appropriate publicity in trade publications and social media like Facebook and Twitter.

“Bosch is targeting professional technicians with this campaign because it is the service technician or repair shop owner who most often makes the brand purchase decision or recommendation. Professional technicians know that brake noise is an all-too-common customer complaint,” says Rob Backode, Director of Product Management for Bosch Automotive Aftermarket Brake Components North America. “Their ‘gut’ knows that they can rely on quality disk brake pads and rotors like Bosch QuietCast products to help eliminate this potential source of customer dissatisfaction, lost productivity, lost and profitability associated with come-backs.”

Bosch is the world’s OE and innovation leader, with a long history of advancing automotive technology.

In addition to the print ads, installers and distributors should stay tuned to www.BoschAutoParts.com/Brakes for the latest news on Bosch QuietCast brake pads and brake rotors.

Bosch is a proud supporter of the Automotive Aftermarket Suppliers Association’s Know Your Parts® education and awareness campaign. This initiative promotes the importance of quality brand name aftermarket parts backed by full service suppliers, and its impact on delivering reliable products to today’s motorists. For more information visit: www.AASAKnowYourParts.org.

* Based upon average testing against leading competitors conducted by an independent, third party laboratory utilizing the AK Master Test for Stopping Distance.

The Bosch Group is a leading global supplier of technology and services. According to preliminary figures, more than 300,000 associates generated sales of $71.5 billion (51.4 billion euros) in the areas of automotive and industrial technology, consumer goods, and building technology in fiscal year 2011. The Bosch Group comprises Robert Bosch GmbH and its more than 350 subsidiaries and regional companies in some 60 countries. If its sales and service partners are included, then Bosch is represented in roughly 150 countries. This worldwide development, manufacturing, and sales network is the foundation for further growth. Bosch spent more than $5.5 billion (4 billion euros) for research and development in 2011, and applied for over 4,100 patents worldwide. With all its products and services, Bosch enhances the quality of life by providing solutions which are both innovative and beneficial. 

In the U.S., Canada and Mexico, the Bosch Group manufactures and markets automotive original equipment and aftermarket products, industrial drives and control technology, power tools, security and communication systems, packaging technology, thermotechnology, household appliances, solar energy, healthcare telemedicine and software innovations. Having established a regional presence in 1906, Bosch employs over 22,500 associates in more than 100 locations, with sales of $9.8 billion in fiscal year 2011, per preliminary figures.

For more information, visit www.boschusa.com.
 

For more information on Bosch Automotive Products, visit www.boschautoparts.com.

For more information on Bosch Diagnostics, visit www.boschdiagnostics.com.

Find Bosch Auto Parts on Facebook, visit www.facebook.com/boschautoparts
Follow Bosch Auto Parts on Twitter, visit www.twitter.com/BoschAutoParts

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