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70049 Stuttgart
Bosch today
Germany
www.bosch.com
2010 edition
The Bosch Vision
Unternehmensbereich Contents Bosch today 3 | 3
Our customers choose us for our innovative strength and 36 The Bosch Group in Germany
efficiency, for our reliability and quality of work. Our or- 38 The Bosch Group in Europe
ganizational structures, processes, and leadership tools outside Germany
are clear and effective, and support the requirements of 40 The Bosch Group outside Europe
our various businesses. We act according to common 42 Milestones in Product History
principles. We are strongly determined to jointly achieve 44 Milestones in Company History
the goals we have agreed upon.
46 Management
As associates worldwide, we feel a special bond in the 47 How to Contact us
values we live by — day for day. The diversity of our cul-
tures is a source of additional strength. We experience
our tasks as challenging, we are dedicated to our work,
and we are proud to be part of Bosch.
The Bosch Group at a Glance Key Data Bosch today 4 | 5
The company was set up in Stuttgart in 1886 by Robert Bosch Profit after tax 372 – 1,214
Clearly negative result The Bosch Group is active in the following fields:
The decline in sales resulted in a substantial loss. We dis-
3 Automotive technology 3 Power tools
close a negative pre-tax result of 1.2 billion euros for 2009,
3 Automation technology 3 Heating technology
as compared with a positive result of some 940 million euros 3 Packaging technology 3 Household appliances
in the previous year. Apart from the fall in sales, the negative 3 Solar energy 3 Security systems
result was mainly due to the high provisions set up in con-
nection with restructuring measures, as well as to substan-
tial impairment losses. These negative factors were only our sales. Therefore, one of our prime objectives in 2009
partly offset by our comprehensive cost-cutting measures was to maintain our innovative strength. Annual research
and the lower cost of raw materials. and development expenditure was maintained at a high
level of around 3.6 billion euros. At the end of the year, some
Adjusting workforce with a sense of proportion 33,000 associates were employed in this area. Filing more
Despite the economic crisis and the resulting slump in sales, than 3,800 patents in 2009, we were able to maintain a very
our goal for 2009 was to keep our core team together as far high level of innovation.
as possible, but without shirking any structural changes that
were necessary. At times, up to 100,000 associates – some Sticking to the strategy
65,000 of them in Germany – were affected by reduced work- In 2009 we adhered to our long-term strategy. We did so
ing hours. Together with employee representatives, we even though our top priority was initially that of securing
devised a series of solutions – even for countries that did not the company’s future. So we had to manage the balancing
have corresponding government-subsidized and collec- act of doing what was immediately necessary to secure the
tively agreed schemes in place. By the end of the year, the company’s existence and doing what was required in the
number of associates worldwide had fallen by 11,000 – or long term to develop the Bosch Group further. Our goal was
4 percent – to 271,000. Disregarding the associates who to keep our options open for the future despite the need to
joined the company as a result of acquisitions, the decrease give priority to crisis management. Therefore, we made a
was around 14,000 or 5 percent. conscious decision not to minimize losses in the short term.
Maintaining our innovative strength Core elements of our strategy thus remain in place despite
Environmental protection is a major growth market for the the difficult situation. These include a strong international
future. In the years ahead, products that help improve energy presence, focused diversification, and a high level of innova-
efficiency or reduce emissions will be important growth tive strength.
drivers. Even today, they account for around one-third of
Technology and Innovation Bosch today 10 | 11
system injects urea into the exhaust-gas flow and, in combi- to supply complete exhaust-gas treatment systems for con-
nation with an SCR catalyst, reduces nitrogen-oxide emissions. struction and agricultural machinery and commercial vehicles
Our second metering system, Departronic, injects diesel fuel from the end of 2010.
into the exhaust duct, thus facilitating the regeneration of
the particulate filter. Our hybrid technology goes into series production
At the end of 2009, some 500 associates were working in-
At the beginning of 2010, we joined forces with Eberspächer tensively on alternative drive technologies. Since the start
GmbH & Co KG, Esslingen (Germany), and Deutz AG, Cologne of 2010, we have supplied technology for the hybrid ver-
(Germany), to establish the joint venture company Bosch sions of two European vehicle models. Furthermore, our
Emission Systems GmbH & Co KG in Stuttgart. The company, SB LiMotive joint venture for automotive lithium-ion bat-
in which we have the industrial leadership, is set to be ready teries, which was founded with Samsung SDI in 2008, was
awarded its first contract. From the electric motor and power
electronics to the battery, we therefore offer automakers all
the components they need for the electrification of the power-
train, whether for hybrid vehicles or for all-electric cars.
Building Technology
Key data 2009
Our Consumer Goods and Building Technology business sec-
Associates 60,464
tor did not feel the effects of the economic and financial crisis
Sales revenue 11,331
in 2009 as badly as our other business sectors. Sales of power
Capital expenditure 311
tools, heating technology, security systems, and household
R & D cost 428
appliances fell by 4.8 percent to 11.3 billion euros. Despite dif-
Currency figures in millions of euros
ficult circumstances, we were able to strengthen our position
in many areas and increase our market share.
In its Consumer Goods and Building Technology business
sector, Bosch operates in the areas of power tools, heating
systems, and security systems. The business sector also
includes the household appliances of the fifty-fifty joint
venture BSH Bosch und Siemens Hausgeräte GmbH.
Power tools
The global market for power tools continued to shrink in
2009. This was due to the sustained downturn in the con-
struction industry and the weak economic situation in many
consumer goods markets. Industrial power tools were sig-
nificantly hit by the drop in demand. This was largely due to
the real estate crisis in North America. Although the trend
toward DIY had a positive impact on power tools for do-it-
yourselfers, it was not enough to fully compensate the slump.
Our garden tool sales also benefited from the trend toward
DIY. We were able to outperform the market as a whole and
to extend our position. The accessories segment benefited
above all from the synergies generated by the acquisitions
we made in 2008.
We acquired the large-scale boiler manufacturer Loos in 2009, helping us
further expand our international business in commercial steam and hot
water boilers.
Bosch today 26 | 27
Household appliances
Heating technology BSH Bosch und Siemens Hausgeräte GmbH – in which Bosch
In our heating systems business, the negative economic and Siemens each hold a 50 percent share – has long played a
development was offset by steady orders for replacement pioneering role in the development and production of inno-
systems. The German market in particular had a stabilizing vative and energy-efficient household appliances. In addi-
effect on our business development. To keep pace with the tion to helping conserve natural resources, these products
strong rise in demand for solar thermal systems, we contin- also give the company a unique competitive edge in the face
ued to expand our manufacturing capacities. For instance, of tough international competition. BSH is one of the world’s
we took a new manufacturing plant into operation at our top three household-appliance manufacturers, with more
location in Wettringen, Germany, thereby increasing our pro- than 60 companies in over 40 countries.
duction of high-performance solar collectors from 50,000 to
200,000 units a year. Our acquisition of Loos Deutschland 3 www.bosch-pt.com
GmbH, Gunzenhausen, Germany, a leading European supplier 3 www.bosch-thermotechnology.com
of highly-efficient steam and hot-water boilers for trade 3 www.boschsecurity.com
3 www.bosch-home.de
Our Responsibility Bosch today 28 | 29
Leadership
In challenging times, expectations directed at management are Our goal is to secure the long-term and successful develop-
particularly high. In such times, it is more crucial than ever to ment of our company. Our entrepreneurial freedom and
maintain a balance between business, technological, social, and financial independence enable us to act beyond the immedi-
ecological concerns. This also means striking a balance between ate measures required to maintain the company, even when
safeguarding the company over the short term and preserving its the going gets tough. It is clear, for example, that the current
business opportunities over the long term. However, in times like economic crisis is driving globalization ever faster. And be-
these, corporate responsibility also means facing up to essential yond the short term, issues such as resource conservation,
adjustments as well as proactively determining and driving forward energy efficiency, and environmental protection continue to
the changes necessary in the company. grow in importance.
Associates
Following the associate surveys of 2005 and 2007, we con-
ducted our third in 2009. We asked some 242,000 associates
to evaluate the quality of management, conditions in the
workplace, the company’s image, and, for the first time,
A family of six in Canada is demonstrating how to live in comfort for a
work-life balance. The excellent response rate of 82 percent
year without oil or gas. Bosch supplied the building technology, from
demonstrates that even in the current situation this tool is
photovoltaic and solar thermal systems to the electric heat pump for air
regarded as important. conditioning. The objective of the project is to generate more electricity
than is consumed in the course of a year.
Together with partners from politics and science, we founded
a center for power electronics studies and research in Ger- training requirements. To cover these requirements, we have
many. Up to the year 2020, this alliance will invest over set up Bosch Training Centers in Brazil, the U.S., Germany,
25 million euros in teaching posts and undergraduate places India, China, and Japan. They offer globally standardized
at the University of Stuttgart and the Reutlingen University associate training programs.
of Applied Sciences.
Environment
In order to prepare our specialists and managers for ever The demand for “green” technology of the kind offered by
more complex challenges in the world’s markets, we promote Bosch for vehicles, buildings, and industry is rising again
their development with a series of tools and initiatives. steadily. The combination of tougher environmental regula-
We use our competence management program to ascertain tions and programs to stimulate the economy is driving
Bosch today 32 | 33
growth in renewable energies. Eco-friendly, resource-saving By 2020, we want to have cut carbon dioxide emissions at our
products now generate over one-third of our sales. This manufacturing sites by at least 20 percent from their 2007
segment also accounts for some 45 percent of our research level. Internal targets, ongoing reporting, and a fostering
and development expenditure. Within the company, too, we of associate awareness will help boost energy productivity.
help to protect the environment. Our climate protection For instance, a waste heat recovery system in Reutlingen,
management focuses not only on considering environmental Germany, saved around 3,000 metric tons of CO2 in 2009
impact when developing and manufacturing our products, alone.
but also on improving the environmental footprint of all our
locations. Society
When the Chinese province of Sichuan was hit by several
earthquakes in 2008, our Chinese associates donated gen-
erously to help the victims. In September 2009, 17 months
after the earthquakes, two new schools opened in the
once-devastated province.
Kraftfahrzeugtechnik
Corporate Headquarters Manufacturing Locations –
Gerlingen near Stuttgart Industrial Technology
Arnstadt, Augsfeld, Brandenburg
Research and Development a.d. Havel, Chemnitz, Crailsheim,
Locations Elchingen, Erbach, Erfurt, Fellbach,
Abstatt, Bamberg, Bühl/Bühlertal, Hannover, Homburg, Horb, Ketsch,
Crailsheim, Elchingen, Erbach, Lohr, Nuremberg, Oberramstadt, Hamburg
outside Germany
Austria 2,520 associates Hungary 5,960 associates Romania 950 associates Switzerland 3,310 associates
Manufacture of automotive technol- Manufacture of automotive technol- Manufacture of indsutrial technology Manufacture of industrial technology
ogy and industrial technology; devel- ogy, industrial technology, and and security systems; sales; locations: and power tools; development; sales;
opment; sales; locations: Hallein, power tools; development; sales; Blaj, Bucharest, Timişoara locations: Beringen, Buttikon,
Linz, Pasching, Ternitz, Vienna locations: Budapest, Eger, Hatvan, Ecublens, Frauenfeld, Geroldswil,
Miskolc Russian Federation Solothurn, St. Niklaus
Belgium 1,980 associates 2,130 associates
Manufacture of automotive technol- Italy 5,620 associates Manufacture of automotive technol- Turkey 8,230 associates
ogy; sales; locations: Brussels, Manufacture of automotive technol- ogy, power tools, and household Manufacture of automotive technol-
Tienen ogy, industrial technology, and appliances; sales; locations: Engels, ogy, heating systems, and household
power tools; development; sales; Moscow, St. Petersburg appliances; development; sales;
Czech Republic 7,210 associates locations: Bari, Brembate, Cernusco, locations: Bursa, Cerkezköy,
Manufacture of automotive technol- Correggio, Milan, Modena, Modugno, Slovakia 690 associates Istanbul, Manisa
ogy and heating systems; develop- Nonantolo, Offanengo, Pavullo, Manufacture of automotive technol-
ment; sales; locations: Albrechtice, Reggio Emillia, Turin, Udine, Vezzano ogy and household appliances; sales; Ukraine 310 associates
Brno, České Budějovice, Jihlava, locations: Bernolakova, Michalovce Manufacture of automotive technol-
Krnov, Prague Netherlands 3,790 associates ogy; sales; locations: Kiev, Krakovets
Manufacture of automotive technol- Slovenia 740 associates
Denmark 810 associates ogy, industrial technology, power Manufacture of industrial technology United Kingdom 4,770 associates
Manufacture of automotive and tools, heating systems, and security and household appliances; sales; Manufacture of automotive technol-
industrial technology; sales; locations: systems; development; sales; locations: Nazarje, Skofia Loka ogy, industrial technology, power
Ballerup, Esbjerg, Sandved locations: Amsterdam, Boxtel, Breda, tools, and heating systems; sales;
Buinen, Deventer, Eindhoven, Spain 6,940 associates locations: Cardiff, Cirencester,
Finland 210 associates Hoevelaken, Nimwegen, Schiedam, Manufacture of automotive technol- Clay Cross, Denham, Glenrothes,
Sales; location: Vantaa Tilburg, Weert ogy, industrial technology, and Greetland, Milton Keynes, St. Neots,
household appliances; sales; locations: Stowmarket, Worcester
France 8,880 associates Norway 220 associates Aranjuez, Barcelona, Buelna,
Manufacture of automotive technol- Sales; location: Ski Castellet, Esquiroz, La Cartuja, Lliça,
ogy, industrial technology, heating Madrid, Montañana, San Sebastian,
systems, and household appliances; Poland 2,060 associates Santander, Treto, Vigo, Vitoria,
development; sales; locations: Manufacture of automotive technol- Zaragoza
Angers, Beauvais, Bonneville, Chelles, ogy and household appliances; sales;
Drancy, Lipsheim, Mondeville, Moulins, locations: Lodz, Warsaw, Wroclaw Sweden 1,750 associates
Rodez, Saint-Ouen, St.-Thégonnec, Manufacture of industrial technology
Tremblay, Vendôme, Vénissieux Portugal 3,240 associates and heating systems; sales; locations:
Manufacture of automotive technol- Kista, Mellansel, Stockholm, Tranås, As per: January 1, 2010
This list includes countries and locations
Greece 560 associates ogy, heating systems, and security Vagnhärad
with 100 or more associates, as well as
Manufacture of household appliances; systems; sales; locations: Abrantes, locations of non-consolidated subsidiaries.
sales; location: Athens Aveiro, Braga, Lisbon, Ovar
Further companies operate in Belarus,
Bulgaria, Croatia, Estonia, Ireland, Latvia,
Lithuania, Luxembourg, Malta, and Serbia.
The Bosch Group outside Europe Bosch today 41 | 41
40 | 41
Australia 2,250 associates India 19,400 associates Malaysia 2,010 associates USA 14,000 associates
Manufacture of automotive technol- Manufacture of automotive technol- Manufacture of automotive technol- Manufacture of automotive
ogy, industrial technology, and ogy, industrial technology, and ogy and power tools; development; technology, industrial technology,
power tools; development; sales; power tools; development; sales; sales; locations: Penang, Petaling power tools, security systems,
locations: Clayton, Melbourne, creation of software; locations: Jaya, Shah Alam and household appliances; develop-
Rowville, Sydney Ahmedabad, Bangalore, ment; sales; around 90 locations,
Bommanahalli, Chakan, Chennai, Mexico 6,850 associates including Anderson/SC,
Brazil 10,510 associates Coimbatore, Jaipur, Jalgaon, Manufacture of automotive technol- Bethlehem/PA, Broadview/IL,
Manufacture of automotive technol- Koramangala, Naganathapura, ogy and power tools; development; Burnsville/MN, Charleston/SC,
ogy, industrial technology, power Nashik, Tumkur sales; locations: Aguascalientes, Farmington Hills/MI, Fayetteville/NC,
tools, and household appliances; Juarez, Mexicali, México DF, Saltillo, Fountain Inn/SC, Knoxville/TN,
development; sales; locations: Japan 7,750 associates San Luis Potosí, Toluca Lincolnton/NC, Mount Prospect/IL,
Aratú, Atibaia, Belo Horizonte, Manufacture of automotive technol- New Bern/NC, Plymouth/MI,
Campinas, Curitiba, Pomerode, ogy and industrial technology; Peru 120 associates South Bend/IN, St. Joseph/MI
São Paulo development; sales; locations: Manufacture of household
Funabashi, Higashi-Matsuyama, appliances; sales; location: Callao Venezuela 120 associates
Canada 570 associates Misato, Musashi, Odawara City, Sales; location: Caracas
Manufacture of indsutrial technology Ota-City, Oura, Takasaki, Tochigi, Singapore 520 associates
and security systems; sales; Tokyo, Tomioka, Tsuchiura, Sales; location: Singapore Vietnam 120 associates
locations: Mississauga, Welland Yokohama, Yorii Sales; location: Ho Chi Minh City
South Africa 700 associates
China 23,650 associates Korea 2,010 associates Manufacture of automotive technol-
Manufacture of automotive technol- Manufacture of automotive technol- ogy; sales; locations: Brits, Midrand
ogy, industrial technology, power ogy and industrial technology;
tools, heating systems, security sales; locations: Buyong, Daejoen, Taiwan 170 associates
systems, and household appliances; Gunpo-Si, Yongin Manufacture of industrial technol-
development; sales; locations: ogy; sales; location: Taipei
Beijing, Changsha, Chuzhou, Dalian,
Dongguan City, Gaomi City, Thailand 740 associates
Guangzhou, Hangzhou, Hong Kong, Manufacture of automotive technol-
Nanjing, Ningbo, Shanghai, ogy; sales; locations: Amata City,
Shenzhen, Suzhou, Wu Jin, Wuxi, Bangkok, Rayong
Xian, Zhuhai
Board of Management Supervisory Council For information on the Bosch Group Corporate Headquarters of the
product line, contact Corporate Bosch Group can be contacted
Franz Fehrenbach Prof. Dr.-Ing. Hermann Scholl Marketing and Sales (C/SM) at the following address and
Chairman Chairman numbers:
For articles and lectures by Bosch
Dr. Siegfried Dais Alfred Löckle Group associates, contact the Robert Bosch GmbH
Deputy Chairman Deputy Chairman Information Center (C/CTI1) Postfach 10 60 50
70049 Stuttgart
Dr. Bernd Bohr Dr. forest. Christof Bosch For answers to journalists’ Germany
Dr. Rudolf Colm Christian Brunkhorst questions, contact Corporate
Dr. Volkmar Denner Hartwig Geisel Communications (C/CC) or go to Phone +49 711 811- 0
Gerhard Kümmel Hans-Peter Gräther www.bosch-press.com Fax +49 711 811 - 66 30
Dr. Wolfgang Malchow Dr.-Ing. Rainer Hahn
Peter Marks Jörg Hofmann For information on career www.bosch.com
Uwe Raschke Prof. Lars G. Josefsson opportunities in the Bosch Group,
Peter Tyroller Dieter Klein contact Human Resources
Prof. Dr. Hermut Kormann Management (C/HM) or go to
Prof. Dr. Olaf Kübler www.bosch-career.com
Matthias Georg Madelung
Daniel Müller For information on educational
Dr. Hans-Friedrich von Ploetz policy and change management, Wood and paper products
Wolfgang Ries contact Human Resources and bearing the PEFC logo
Urs B. Rinderknecht Organizational Development with originate from responsibly
Wolf Jürgen Röder CIP Coordination (C/HD) managed forests.
Tilman Todenhöfer For more information visit
Hans Wolff Companies wishing to become www.pefc.org
suppliers to Bosch should contact
Corporate Sector Purchasing
and Logistics (CP) or go to
http://purchasing.bosch.com