The Automotive Aftermarket division of Robert Bosch GmbH and Castrol have announced a new partnership, which will run jointly branded workshop pilots in China and the U.S. The pilot phase will start in October in Suzhou, China, and Orlando and Tampa, Florida. The partners currently envisage that this test will include up to 25 joint workshops in each of these markets.
Bosch and Castrol each bring experience in the car service field. In addition to Castrol lubricants, Bosch parts and service offerings, each company will contribute its expertise in developing successful workshop concepts. Castrol’s history of consumer marketing and insights, combined with Bosch’s expertise in workshop management, equipment, and services, aims to create a sustainable and profitable offer for workshop owners.
The concepts being tested include advanced, digitally enabled services bringing drivers quality and convenience at an affordable price. They will feature a unique look and feel, creating a differentiated offer that meets evolving consumer preferences in maintenance experience, convenience needs, and digital choices, as well as sustainability considerations. Expansion of the work-shop network beyond the initial test phase will be decided after the completion of the pilot program.
The operation of existing Castrol and Bosch branded workshop networks will not be impacted by these pilots, according to the companies.
"Together with Castrol, our two leading brands will join forces for a new workshop concept to serve today’s and tomorrow’s market needs, and to reach more business partners and drivers. This new offer pursues our goal of providing our customers with a comprehensive, future-oriented range of mobility services for various kinds of vehicles," said Manfred Baden, president of Bosch Automotive Aftermarket.
Commenting on the partnership, Mandhir Singh, Castrol CEO, said, “At Castrol, we have developed a deep understanding of the workshop aftermarket. We are committed to leveraging our long-standing expertise in innovative lubricants technologies, brand and marketing, digital and consumer insights to develop sustainable workshop businesses built around value-adding consumer experiences. We are delighted to see this vision shared by our partner Bosch, with their complementary values in technology and channel management. The outcome of the pilots will help us create a leading workshop network for the future.”
