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Bosch logo

The new trademarkworldwide

Sales offices and trademarks were appropriated during thefirst world war.However, the bought-out Bosch company inthe United States continued to use well-known Bosch

trademarks for advertising.In order to avoid any confusion,chief innovator Gottlob Honold swiftly designed a new

anchor-in-a-circle trademark in 1918, which remainsintrinsically linked with Bosch to this day.

New beginning — against all resistance

After the end of the war, in 1917 the renamed public limited company Robert Bosch AG faced enormous challenges. The return to the global market was hampered by increased competition, and its patents had been revoked. But giving up was not an option. Old contacts were refreshed and new markets opened up. At the same time, the company focused on a core skill — the thirst for innovation.

New automotive features — wipers and horn

The activities interrupted by war now recommenced. Safety in the much denser road traffic became the driving force for the researchers and developers at Bosch. Motorcycle and bicycle lights, the honking Bosch horn, windshield wipers, and battery-powered ignition were added to the product portfolio by 1926.

Bosch Car Service

Standardized customer service all over

A network of independent repair and installation workshops all adhering to the same standard was not a new concept. This already existed in the United States before the war. In 1921, Bosch launched its “Bosch Car Service” garages outside Germany, which caught on so fast that by 1930 there were already 2,750 workshops in 70 countries. These workshops helped spread the name Bosch all over the world.

Non-stop conveyor belts — assembly-line production

It became increasingly clear that the competition was matching Bosch quality, while also manufacturing faster and cheaper. One reason for this was assembly lines, which Bosch also started to introduce step-by-step from 1925 on. Where it had once taken 50 days to manufacture a complete magneto ignition system, assembly-line production reduced this to just five.