NAIROBI, Kenya The Bosch Group
has opened a new sales and service subsidiary in Nairobi, the Kenyan capital. The supplier of technology and services plans to start operations in the east African country with five associates, offering auto parts and testing equipment, workshop concepts, power tools and security systems. Given the rapid growth of Africa's population, a very low average age and the increasing purchasing power of a growing middle class, the company says it sees huge potential for growth in Africa. In addition, Bosch expects automotive sales to rise significantly, especially in Kenya. The country's attractive position makes it a good entry point for the dynamically growing markets of eastern Africa.
“This entry into the East African market is an important milestone for Bosch. It shows the strategic importance we attach to East Africa,” said Bosch board of management member Uwe Raschke at the opening ceremony in Nairobi. “Our focus is on affordable, Bosch-quality products that are adapted to the requirements of our customers.”
Before the end of the year, Bosch intends to open another six locations in Africa: in Algeria, Angola, Ghana, Mozambique, Nigeria and Tunisia. According to preliminary figures, the company's more than 600 associates in Africa generated sales of some 340 million euros in 2013.
Bosch has been present in Africa since 1906. The focus of the company's activities is South Africa, where there are two manufacturing sites, in Brits and Midrand. These two sites primarily manufacture automotive components and assemble packaging machinery. There are additional regional subsidiaries in Egypt and Morocco. All four Bosch business sectors Automotive Technology, Industrial Technology, Consumer Goods, and Energy and Building Technology have operations in Africa.