Speaking exclusively with Motor Age this fall, Pauly said one of his goals is to better communicate how Bosch is understood in the U.S. market.
“(The automotive group) has a very good reputation, but there isn’t a lot of connection,” he says, adding that the company’s global position grants it benefits to better its position in North America.
He will focus on what the brand can be in the U.S. and what consumers believe it to be. Part of that is to build upon Bosch’s global position. Robert Bosch GmbH’s ownership structure is unique in today’s aftermarket. The Robert Bosch Foundation (Robert Bosch Stiftung GmbH) holds 92 percent of Robert Bosch GmbH’s capital stock. An industrial trust, Robert Bosch Industrietreuhand KG, has the majority of voting rights. According to the company, the trust carries out entrepreneurial ownership functions, while the Bosch family and Robert Bosch GmbH hold the remaining shares.
Because of this setup, the company states that it can guarantee the Bosch Group’s entrepreneurial freedom and make up-front investments to secure the company’s future.
And that is where Pauly notes that he hopes to get people around the North American aftermarket to notice Bosch more.
“The Bosch business in the automotive aftermarket has sound engineering competence because of the OE work we do,” he says.
Bosch is an OE manufacturer of electronics, chassis and powertrain products, while its aftermarket lineup includes spark plugs, spark plug wire sets, oxygen sensors, ignition parts, oil, air and fuel filters, wiper blades, brake pads and rotors, starters and alternators.
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