Bosch AA signs Middle East PR contract with Orient Planet

The company, which deals with the global supply of automotive replacement parts and information for Bosch products and systems, distribution of shop and auto accessories, and worldwide customer service intends to establish an aggressive presence in the region.

The Bosch Group is one of the biggest suppliers of automotive technology in the world; and Bosch AA, the automotive aftermarket division contributed to 67% of the company's total sales of 35 billion Euro sales in 2002.

"We foresee that the Middle East will further develop as one of our leading markets with a potential consumption worth Euro 160 million in the GCC region alone, due to the growing number of automobiles and corresponding rise in demand for quality after-sales service and genuine spare parts. The market response so far has been very encouraging with a record 20% rise in sales figures in the previous year. This figure is expected to rise further during the current financial year, considering more re-export segments are opening up in the region, specifically in Iraq. Orient Planet's extensive experience and market reach in the region will help us consolidate our presence and continue our expansion plans," said Jacek Siwinski, General Manager, Bosch Automotive Aftermarket Middle East Office, Dubai.

"A strong communications strategy and awareness programme is a crucial component in Bosch AA plans to establish their presence in this region. The Middle East, and the GCC region in particular, has one of the highest ratios of automobiles in the world, especially in the premium and luxury segment, in comparison to the size of its population. There is a growing demand for high quality service and maintenance, spares and accessories. Orient Planet intends to generate greater brand and product awareness for Bosch AA, while addressing the threat presented by the used spare parts market, dealing in cheaper and sometimes counterfeit low quality goods." said Nidal Abou Zaki, Managing Director, Orient Planet PR and Marketing Communications.

The Robert Bosch Automotive Aftermarket Middle East regional office has been recently established to support Bosch partners and customers in the Middle East. Bosch AA not only provides new vehicles with individually matched components and systems, but also provides a comprehensive range of more than 150,000 Original Equipment (OE) quality spare parts such as diesel and petrol injection parts, sparkplugs, filters, starters, generators, brakes, headlights and many other automotive supplies.