In a significant move to bolster its presence in the U.S. market, Bosch plans to run its first-ever Super Bowl ad on February 9, 2025. This multimillion-dollar investment comes as the German manufacturing giant seeks to recover from economic challenges at home, where it recently announced it would not meet its 2024 financial targets. Bosch's CEO, Stefan Hartung, revealed that the company had to reduce working hours for 10,000 employees in December and is preparing to lay off up to 10,000 more.
The decision to advertise during the Super Bowl, where the average cost for a 30-second spot is around $7 million, underscores Bosch's commitment to the U.S. market as a strategic growth area. Paul Thomas, Bosch's president for North America, emphasized the importance of this market, especially following the company's recent $8 billion acquisition of Johnson Controls' air-conditioning assets.
Bosch, which employs approximately 429,000 people globally as of 2023, has been investing heavily in artificial intelligence, boasting a workforce of 5,000 AI experts and filing 1,500 AI patents in the last five years. This focus on innovation is expected to play a crucial role in the company's future growth strategies in the U.S. market.
As the Super Bowl approaches, Bosch's entry into this high-profile advertising space reflects a broader trend of companies leveraging major sporting events to enhance brand visibility and connect with American consumers. This move not only marks a new chapter for Bosch but also highlights the ongoing evolution of the advertising landscape as companies adapt to changing economic conditions and consumer preferences. [10aac851]