Bosch receives prestigious “Friend of ASEAN” award at the ASEAN Business Awards 2017
Award acknowledges Bosch’s social and economic contributions in Southeast Asia

Friends of ASEAN Winners

This year’s proud holders of the honorable “Friend of ASEAN” award (from left to right):

Donald Kanak, Chairman of Eastspring Investments and Prudence Foundation, Anna Green, CEO of ANZ Bank Philippines and Richard Walker, Managing Director of Bosch in the Philippines



Yeoh Ee Ping
Assistant Manager
Robert Bosch Sdn Bhd
Corporate Communications
Phone: +603 7966 3137


Zairynn Yazmi
Assistant Manager
Robert Bosch (SEA) Pte Ltd
Corporate Communications (Southeast Asia)
Phone: +65 6571 2059
Mobile: +65 8799 6901


2017-10-03 | Malaysia | Corporate News

  • Bosch first established its Southeast Asian presence in 1919
  • Bosch maintains positive outlook on growth and profitability in the region


Manila, Philippines / Petaling Jaya, Malaysia — Bosch, a leading global supplier of technology and services, has been awarded the “Friend of ASEAN” accolade for breaking barriers, and making remarkable social and economic impact in Southeast Asia during the 2017 ASEAN Business Awards (ABA).

Organized by the ASEAN Business Advisory Council (ASEAN-BAC) on 6 September 2017, the ABA is an annual awards program which recognizes outstanding enterprises in the ASEAN business community.

“We are truly honored to be recognized as a Friend of ASEAN. Southeast Asia is one of the fastest-growing markets for Bosch. As such, we have invested heavily over the years to continue our expansion trajectory here,” said Martin Hayes, President of Bosch Southeast Asia. He added, “Receiving such an award is timely for us as we approach a hundred years since establishing our presence here. We remain committed in helping the region grow with our technology and services for the next hundred years and more.”

Today, the company employs more than 7,400 associates in the region and around 2,700 associates in Malaysia with an expectation to ramp up hiring as it continues to evolve its portfolio of product and service offerings, especially in the Internet of Things (

Since establishing its presence in Southeast Asia in 1919, the region has evolved to become an important location for the company’s manufacturing production, R&D, software innovation and business process outsourcing activities.

Bosch reinforces focus on Southeast Asia

In 2016, Bosch invested over 120 million euros to implement its localization strategy as a testament to its ASEAN roots. This has enabled the company to develop products and solutions customized to meet the unique needs of Southeast Asian markets.

As the region continues to gain importance as a global manufacturing hub, Bosch has set up a new automotive component manufacturing plant in Thailand that will commence production by end 2017. Other investments included the opening of a fourth business hub in the emerging city of Cagayan de Oro in the Philippines.

Across the region, Bosch has been building up its capabilities for developing software solutions; enhancing production facilities for the manufacturing of automotive parts and power tools; and expanding business communication center services.

With the advent of IoT, Bosch sees connected solutions and eCommerce ( as potential growth drivers that will be key in fueling the company’s next wave of success in the region.

Making a difference in the region with education

Bosch’s commitment in the region is also reflected in its philanthropic approach. With a focus on education, Bosch provides learning tools, scholarships, and develops curriculums with vocational institutes and tertiary institutions to raise the education standards and skills of students and the local workforce across Southeast Asia.

For example, the Bosch Technical Industrial Apprenticeship (TGA) set up in Vietnam offers apprenticeships in Industrial Mechanics and Mechatronics. Since its introduction in 2013, Bosch TGA has established around 93 apprenticeships to date. In 2016, the Bosch TGA program was introduced in Malaysia, offering apprenticeships in the fields of Mechatronics and Logistics Management. Bosch has similar vocational and apprenticeship programs in Thailand and Cambodia.

The philanthropic spirit is also inculcated and encouraged to all Bosch associates. During the relief and reconstruction phases after Typhoon Haiyan struck the Philippines, Bosch as a company, its associates, and its associate-driven charity Primavera, donated cash, as well as constructed classrooms and a library in Cebu. In Cambodia, Bosch associates joined the Habitat for Humanity in its Habitat Young Leaders Build project to fix roads and houses for an underprivileged community.

Optimism for Southeast Asia keeps investors bullish

Bosch’s confidence in Southeast Asia mirrors the sentiment of other companies operating in the region. In the third and most recent edition of the EU-ASEAN Business Sentiment Survey, findings show that European businesses continue to see the region as a dynamic growth market.

According to the survey, majority of European businesses (75 percent) expect an increase in profits in Southeast Asia for 2017, while 71 percent confirmed that the region has become more important in terms of global revenues over the last two years. Due to such indicators, 94 percent of European businesses plan to expand or maintain their current levels of operations and headcount in Southeast Asia. Majority of respondents (86 percent) indicated that their level of trade investment in the region would increase over the next five years.


Bosch in Southeast Asia and Singapore

Robert Bosch (South East Asia) Pte Ltd is a regional subsidiary of the Bosch Group, representing the Group’s interests in Southeast Asia, where it is present in all ASEAN member countries. Business operations in these countries report to Robert Bosch (SEA) Pte Ltd, located in Singapore. In fiscal 2016, the company generated SGD 162 million in sales in Singapore. As of 31 December 2016, the regional headquarters employed 926 associates. Bosch has been in Singapore since 1923, with diversified businesses in Automotive Aftermarket, Power Tools, Security Systems, Drive and Control Technology, Packaging Technology, Thermotechnology, as well as Software and Systems Solutions. The Asia Pacific headquarters for its Automotive Aftermarket, Security Systems and Bosch Software Innovations business divisions, as well as operations for Corporate Research and Advance Engineering, and Information Technology, are part of Robert Bosch (SEA) Pte Ltd. Additional Information can be accessed at, , and

About Bosch in Malaysia

Bosch has been present in Malaysia since 1923, represented by Robert Bosch Sdn Bhd, with offices located in Selangor, Penang and Johor. In Malaysia, Bosch has diversified businesses in Mobility Solutions, Industrial Technology, Consumer Goods, and Energy and Building Technology. The company has three manufacturing plants in Penang providing Car Multimedia, Power Tools and Automotive Steering systems. In 2016, Malaysia contributed sales of RM 610 million (133 million euro) and employed more than 2,700 associates.
Additional information is available at:

About Bosch worldwide

The Bosch Group is a leading global supplier of technology and services. It employs roughly 400,500 associates worldwide (as of December 31, 2017). According to preliminary figures, the company generated sales of 78 billion euros in 2017. Its operations are divided into four business sectors: Mobility Solutions, Industrial Technology, Consumer Goods, and Energy and Building Technology. As a leading IoT company, Bosch offers innovative solutions for smart homes, smart cities, connected mobility, and connected manufacturing. It uses its expertise in sensor technology, software, and services, as well as its own IoT cloud, to offer its customers connected, cross-domain solutions from a single source. The Bosch Group’s strategic objective is to deliver innovations for a connected life. Bosch improves quality of life worldwide with products and services that are innovative and spark enthusiasm. In short, Bosch creates technology that is “Invented for life.” The Bosch Group comprises Robert Bosch GmbH and its roughly 450 subsidiaries and regional companies in some 60 countries. Including sales and service partners, Bosch’s global manufacturing, engineering, and sales network covers nearly every country in the world. The basis for the company’s future growth is its innovative strength. At 125 locations across the globe, Bosch employs 62,500 associates in research and development.

The company was set up in Stuttgart in 1886 by Robert Bosch (1861-1942) as “Workshop for Precision Mechanics and Electrical Engineering.” The special ownership structure of Robert Bosch GmbH guarantees the entrepreneurial freedom of the Bosch Group, making it possible for the company to plan over the long term and to undertake significant upfront investments in the safeguarding of its future. Ninety-two percent of the share capital of Robert Bosch GmbH is held by Robert Bosch Stiftung GmbH, a charitable foundation. The majority of voting rights are held by Robert Bosch Industrietreuhand KG, an industrial trust. The entrepreneurial ownership functions are carried out by the trust. The remaining shares are held by the Bosch family and by Robert Bosch GmbH.

Further information is available online at