When you imagine auto service models of the future, you probably envision charging stations in bays, all shop processes done digitally and a service experience that compares to the likes of Amazon, Apple or Starbucks. Bosch, one of the largest auto parts suppliers in the world, is stepping into the auto service realm and embracing those ideas with its Bosch Auto Service franchise model.
Launched in March 2023, Bosch Auto Service allows automotive repair shop owners to convert their store to Bosch branding and utilize the company’s equipment, parts, expertise and training to service vehicles on the road today and those in the future. According to Uli Jaschek, CEO of Bosch Automotive Workshop Service, this franchise model is the “first of its kind” for an automotive parts manufacturer.
“We’re taking Bosch’s more than 135 years of experience in automotive and combining it with a franchise concept to help shops prepare for new technology that’s currently in the market—a lot of which is from Bosch,” she said, noting ADAS as a big learning curve for repair shops today. “We’ll be able to get them ready for the future, whether it’s EVs, emerging technologies, new OEMs that need service concepts… We are going to be able to do that under this brand.”
Jaschek said Bosch is currently licensed with its franchise concept in Colorado, California, Texas and Michigan—states that have large car parcs and a hotbed of automotive activity. She said she and her team are in talks with repair shop owners who would like to convert their business to a Bosch Auto Service center and are looking for others who would like to invest in new construction. Her team hopes to launch the first franchised dealer in 2024.
“Now, the time is right because we are seeing so much change in the industry happening at the same time,” Jaschek said. “At Bosch, we have the experience with the OEMs, the aftermarket, and all the products… It just makes sense to close the loop. We supply the parts and the equipment, but why not supply the whole shop experience?”
Forming Bosch Auto Service
Jaschek said the concept of Bosch Auto Service has been years in the making. About a decade ago, the concept was brought to the forefront as an option, but the company wasn’t ready to pursue a brick-and-mortar service shop model. After studying the repair shop landscape and different business models, Jaschek presented the idea and was named CEO of Bosch Auto Service in January 2022 after given Bosch’s blessing.
Over the last two years, she has mapped out the franchise model and brought on other executives, such as Helen Bruford, a longtime Bosch employee who is now CFO of this new Bosch startup.
Uli Jaschek, CEO of Bosch Automotive Workshop Service, spread the word about Bosch’s new franchise model at the 2023 AAPEX Show.
Jaschek said currently her team consists of 17 employees responsible for different facets of the franchise, including sales, consulting, marketing, business development, IT and finance.
“It’s a good mix of those with Bosch experience over the years and new talent from different areas,” she said.
Becoming a Franchisee
Before joining the franchise, repair shop owners must undergo an intense approval process. Jaschek said the Bosch Auto Service team looks at the repair shop’s facilities, staff, business health, financials and other aspects to make sure it’s a good fit for the company’s franchise model.
Once a shop is selected as a good fit, the Bosch team plots out a conversion plan to replace existing signing with Bosch branding and bring in Bosch equipment and parts to the shop, which is a requirement to be a franchisee.
“We’ll do renderings of the interior and exterior, give them furniture options, get our products in, set a timeline for training their staff,” Jaschek said. “Then, once all those pieces come together, we switch the shop management platform to our system and open the doors soon after that.”
As part of the Bosch Auto Service franchise, repair shops also have access to a slew of resources included in their franchise fees. Those include continuing education in the form of Bosch-specific training, sessions on the latest Bosch technology and a monthly consultation with a repair shop coach (most are former shop owners) to make sure the shop is on track to reach its goals.
“We’ll be able to help you with future technology, we’ll be able to train you on our systems and make sure that your workshop is equipped in the correct way,” Jaschek said. “We want to ensure that your business is successful today and tomorrow.”
Bosch Auto Service franchisees can additionally benefit from Bosch branding on the building and use that brand recognition as a marketing tool to attract new customers, all while maintaining independent ownership.
“Converting to a Bosch Auto Service Center is solidifying your partnership to the Bosch brand,” Jaschek said. ‘For us, it’s an extension of the Bosch brand. This is really a whole shop concept that gives you more than just parts.”
