Bosch Group in Romania: 30 years of technology invented for life and commitment to local communities

Interview with Mihai Boldijar, Vice President Region Romania Bulgaria, Managing Director Robert Bosch SRL 

You have been part of the Bosch team since its first years on the Romanian market. How did Bosch build the business footprint it has today in Romania, and how did things look in the beginning, back in 1994?

“The history of Bosch is fascinating and serves as an inspiration for anyone who resonates with our values. I am convinced that the company’s current growth is rooted in the strong values and clear objectives defined from the beginning of our activities in Romania. Business growth and consolidation have always been, and remain, clear operational goals with deep roots, carried forward since the first five Bosch employees laid the foundation for a successful company in a Bucharest apartment in 1994. Driven by the motivation to contribute to the growth of the Romanian market, we have continuously sought opportunities, we invested in modern production facilities and operational structures across the country. Among the company’s first divisions in Romania were BSH Home Appliances and the Bosch Rexroth office, followed by the production unit in Blaj and the service center in Timisoara, and later, by the automotive plant in Jucu, as well as the Engineering Center in Cluj. To further support this expansion process, we reinforced our investments in research facilities, state-of-the-art buildings, and equipment. We have also prioritized supporting the education of new generations of engineers, reaching over 10,500 associates at the moment.”

What are the key areas the company is currently involved in its headquarter in Bucharest?

„As I mentioned earlier, Bosch has a strong focus on developing a diverse operational structure tailored to the potential of the local market. Of course, one of the most advanced divisions is Bosch Mobility Aftermarket. From original Bosch spare parts, up to the latest diagnostic technologies, the division ensures that vehicles are performing at the highest level of performance. In order to maintain high quality standards and to respond to changing needs of the automotive industry, Bosch has an extensive service network in several counties in Romania, which offers complete solutions for vehicle repair and maintenance. Another key division is Bosch Power Tools, which strengthened its position on the local market, maintaining its commitment for sustainability. A central element of the Bosch strategy is the promotion of the circular economy. The division uses recycled materials in the manufacturing of measuring tools  and for the packaging of the new Bosch PRO range. The new multifunction cordless tools for DIY enthusiasts underline the division’s innovation, using a single battery for multiple applications, thus saving space and costs, and reducing electronic waste. Bosch Home Comfort is also a division with an impressive growth potential in the Romanian market, meeting the rising demand for heating systems, including heat pumps and VRF air conditioning units. Additionally, community development remains a strong priority for us, and a portion of our budget is allocated to solidarity initiatives, such as developing certification programs for those who wish to become professionals in sustainable heating solutions.”

How do you see the role of Romania as a regional hub for innovation and production in the automotive and related technologies sector?

„Romania has immense potential, which Bosch recognized 30 years ago. This is why Bosch’s activities in Romania have grown exponentially during this period, with the human factor being a very important component. When we discuss about innovation, the Engineering Center is a perfect example of this. The center started its activity in Cluj, then expanded to Bucharest and Sibiu. During the years, Romania has become a very important element of Bosch’s global engineering network, and specialists from the country are involved in large-scale projects. In terms of production, our facilities in Blaj and Jucu are suppliers of high-quality subassemblies for the global automotive industry. To answer the question, I can say that Romania has untapped potential, but it is already a significant regional hub for Bosch and the automotive industry.”

What impact has the service center in Timișoara had on the development of Bosch’s operations in Romania?

Timișoara has proven to be a strategic development hub for Bosch, with the team there playing an important role in the smooth operation of our activities. Since 2007, Bosch operates here a center for business and technology solutions, that has provided end-to-end services for Bosch’s internal operations. Bosch Service Solutions is a leading provider for Business Process Outsourcing. The division serves as a solution designer, offering complex technical and software services to the Bosch Group and to external customers in the areas of mobility, sensor technology, and the Internet of Things. Bosch Service Solutions designs and provides best-in-class services, including software-based solutions, AI and automation, project management, and customer experience. In 2024, Bosch made a strategic decision to enable future growth and development for the Timisoara center by setting up a new legal entity for the division of Bosch Global Services. The center prides itself in delivering best-in-class services across seven business process lines. They include accounting, finance, auditing, controlling, purchasing and logistics. The division delivers excellent services driven by state-of-the-art technology and smooth team collaboration to create high value for Bosch global customers.

Considering Bosch’s focus on community development and investments in sustainability, what was the company’s contribution to Romanian society?

„Sustainability is also a key focus of Bosch’s presence on the Romanian market. Over the years, we have dedicated efforts on implementing sustainability measures and integrating the principles of a circular economy. We are proud to say that the group has achieved carbon neutrality since 2020* and that we are working constantly on improving the sustainability of our operations across the country. For example, at our factory in Blaj, the recent investments in the heating system, light automatization, and air compression technology, has helped the unit to exceed the internal energy consumption reduction target, with a total reduction of 1.854 MWh. Similarly, through investment in solar panels and the heating system, the Jucu facility managed a 60% reduction of local gas consumption in 2023. Each expansion and technological upgrade, not only improves our products, but also brings us closer to a more sustainable future.

(*scope 1 & 2. Scopes 1, 2, and 3 are used in accordance with the Greenhouse Gas Protocol Corporate Accounting and Reporting Standard)

In addition, Bosch is a trusted partner of the educational system in Romania. Bosch has a long-standing successful collaboration with prestigious universities in Romania. We have developed three master’s programs and four courses together with our partner institutions in Cluj-Napoca the last decade. We are close to students through university modernization or equipment projects, and we also offer them attractive scholarships and internship programs. Moreover, more than 700 students benefited from the Bosch Dual School program since its opening in 2013. Education is a cornerstone for Bosch, and I’m glad that we have the chance to collaborate closely with the education environment. We want, and I believe we have already achieved this, for future specialists to benefit from the best conditions from their student years, while also having the opportunity to experience the way of working in a company like Bosch. Furthermore, in order to strengthen our efforts of involvement in social projects, we founded, in 2020, Bosch Romania Foundation.”

As Bosch celebrates 30 years of activity in Romania, how would you define these three decades? What have they taught you about Bosch’s approach to business during such transformative years?

„Thirty years sounds overwhelming, yet time has flown by. I have so many wonderful memories with the Bosch Romania team, and this is largely due to the professional ethics that the company upholds. Indeed, as we discussed, the story of Bosch is long and fascinating, yet its core values have remained unchanged. Bosch stands as a promoter of cutting-edge technologies in Romania and is deeply committed to the well-being of people and local communities. We have over 10.500 colleagues multifields specialized, all united by a shared passion for innovation and growth, that they continually explore within the company.”