Castrol and the Automotive Aftermarket division of Bosch have announced a new partnership to pilot jointly branded workshop concepts in the U.S. and China.
As stated in a release, the pilot phase is to begin in October this year in Orlando/Tampa in the U.S. and in Suzhou in China. The partners have planned to set up 25 joint workshops in this test phase in each of the markets.
The expertise of both companies in the car service field will be leveraged for this joint effort to create successful workshop concepts. Additionally, Castrol’s lubricants and Bosch’s parts and service offerings will be utilized for the venture. Consumer marketing and insights of Castrol and Bosch’s experience with workshop management, equipment and services are to be combined to develop a sustainable and profitable offering for workshop owners.
The companies wish to provide high levels of quality and convenience at affordable prices through advanced, digitally-enabled services (one of the concepts being tested during the pilot program). With a new look and feel, the workshops will provide a differentiated offering that is designed to address the evolving consumer preferences in maintenance experience, convenience needs, digital choices and sustainability considerations
Only after the pilot program is concluded, the companies will consider expanding the work-shop network beyond the test phase. These pilot workshops will not hinder the operation of existing Castrol and Bosch branded workshop networks.
“As a leading global automotive supplier and expert in technical diagnostics and workshop concepts, Bosch has successfully offered high-quality automotive products and services for workshops and car drivers for many decades. 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.”
Both companies first began working together in 2013 in Europe. The success of the partnership has prompted them to join forces again in the automotive aftermarket segment.