Bosch is the brand of German engineering giant Siemens and the company’s routers and servers are the world’s most popular brand, and it was the subject of a scathing report published in February 2018 by an anti-competitive watchdog.
It also led to the resignation of its president, Heinz-Christian Ströck, and was cited as a major factor in the collapse of Bosch’s parent company, the European Union-backed company Siemens AG.
Now, in an interview with the Guardian, Bosch co-founder and CEO Dieter Bohnert has opened up about what’s behind the brand’s woes and how it is responding to the report.
Bohnet said that he was not surprised to learn that Siemens is suing Bosch in 2018, but that the company has done so under a different brand name, which means the company will not be able to defend its business.
“We’re trying to explain that the name is the same and that it’s the same brand, but it’s not the same product, that’s not correct,” Bohnets comments read.
“I think we’re trying very hard to explain it.
It’s a different product, it’s a brand and it’s very important that we can explain it, because the public is very, very critical.”
A few days after the Siemens complaint was published, Bohnett said the company was still working on a response, but he believes the company can’t simply blame the complaint.
“They’re the one that filed the complaint,” he said.
“The fact that we are now working on the answer to this, we will respond to it in due course.
But it’s quite important for us to clarify.”
What happened to the Bosch brand?
The company’s business was hit hard in the first half of 2018, with a spate of incidents and other setbacks that put a spotlight on Siemens.
It has since responded with a range of products, from a high-end range of routers to a range for washing machines and a range to run home appliances.
The company is also under pressure to improve its reputation and address its consumer complaints, which have seen it lose market share in recent years.
A number of Bosche products are being redesigned, and the brand is looking to improve on what it is offering.
In the meantime, the company is continuing to develop a range, including an electric dishwasher that is said to be cheaper than competing brands.
The latest update comes in the form of a brand-new, updated router that is aimed at the market that has been struggling.
The new model is a version of the same model used in its original routers.
Bajic says the company hopes to be able see an end to this cycle in the coming months, with products in the new range expected to be released in 2019.
What’s next for Bosch?
Bohnestens boss says the brand will “continue to be a part of Bosches business” and is committed to making the router more attractive to customers.
“In the future, we have the opportunity to offer more of a range and a more affordable product, which is what we want,” he told the Guardian.
“That is something we have been working on for a long time and we’re happy to see that we have finally achieved the goal.”
The company also plans to release a range with the new router, but will focus on products that have been in the market for some time, Bajcets boss said.
The brand has been criticised in the past for using a misleading marketing campaign.
Last year, the US Food and Drug Administration (FDA) launched an investigation into the company, which concluded that it was marketing products that were not intended for use in consumer use.
“Bosch has been found to be engaging in deceptive marketing practices, which has resulted in consumers losing their trust in Bosch and a loss of confidence in Bosches products,” the FDA said in a statement.
“This has been particularly true with the latest generation of routers, which are designed to offer higher performance than the older generation of products.
In this context, the agency recommends that consumers seek a new router when they upgrade from older products.”