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(Die Seite wurde neu angelegt: „Having acquired a majority shareholding in Continental in 1995, BSH focused increasingly on expanding its own export activities in other countries in Latin America. One promising option that came to light following examination of the different opportunities in Argentina, Chile and Peru was a cooperation with the tradition-steeped home appliances manufacturer Coldex S.A based in Peru.“) |
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===== Thermador ===== | ===== Thermador ===== | ||
Now known as BSH, the company acquired the U.S. home appliances manufacturer Thermador in 1998 and thus integrated another high-profile brand into the BSH family. Ambitious targets were set following the acquisition. "''We want to be the most competitive company in the sector. If there were an Oscar for product, service and environmental protection, BSH would get it!''"<ref>BSH Corporate Archives, B05-0832, Acquisition of Thermador: Project Team 7 Business Administration Kick off Meeting, 17./18.5.1999.</ref> | Now known as BSH, the company acquired the U.S. home appliances manufacturer [[Thermador]] in 1998 and thus integrated another high-profile brand into the BSH family. Ambitious targets were set following the acquisition. "''We want to be the most competitive company in the sector. If there were an Oscar for product, service and environmental protection, BSH would get it!''"<ref>BSH Corporate Archives, B05-0832, Acquisition of Thermador: Project Team 7 Business Administration Kick off Meeting, 17./18.5.1999.</ref> | ||
It wasn't just because of their efficient cleaning performance that U.S. consumers were impressed by the BSH dishwashers, since they eliminated the need for pre-rinsing, another major plus point was the low operating noise emission level – BSH dishwashers were eight times quieter than traditional U.S. appliances. | It wasn't just because of their efficient cleaning performance that U.S. consumers were impressed by the BSH dishwashers, since they eliminated the need for pre-rinsing, another major plus point was the low operating noise emission level – BSH dishwashers were eight times quieter than traditional U.S. appliances. | ||
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Having acquired a majority shareholding in Continental in 1995, BSH focused increasingly on expanding its own export activities in other countries in Latin America. One promising option that came to light following examination of the different opportunities in Argentina, Chile and Peru was a cooperation with the tradition-steeped home appliances manufacturer Coldex S.A based in Peru. | Having acquired a majority shareholding in Continental in 1995, BSH focused increasingly on expanding its own export activities in other countries in Latin America. One promising option that came to light following examination of the different opportunities in Argentina, Chile and Peru was a cooperation with the tradition-steeped home appliances manufacturer Coldex S.A based in Peru. | ||
Coldex had been in existence since 1964.<ref>BSH Corporate Archives, A05-0034, inform 2011/4, page 14.</ref> On the look-out for a successor solution, the previous owner approached BSH with an offer of a 60 percent shareholding. The manufacturer of refrigerators and gas cookers based in Lima was already being supplied for many years by Continental with components for gas cooker production. BSH acquired a 100 percent stake in Coldex S.A. in 1996.<ref>BSH Corporate Archives: Folder 3 Tochtermann BSH Historie: Entwurf an die Gesellschafterdelegation der BSHG, 12.08.1996: Ausbau unseres Geschäfts in Lateinamerika, page 3, 4.</ref> The company held a 30 percent share of the cooker market in 1996/1997 and an incredible 60 percent share of the refrigerator market in Peru, but scarcely capitalized on its export opportunities. This was the starting point for BSH as it began supplying home appliances from 1997 to the Andean region, Central America and the Caribbean, something that to date had only been possible to a limited extent from Brazil.<ref>BSH Corporate Archives, A05-0020, inform 1997/1, page 41.</ref> BSH therefore already succeeded in the first year in exporting 30 percent of the appliances produced by Coldex.<ref>BSH Corporate Archives, A05-0021, inform 1998/1, page 40.</ref> | |||
Coldex | |||
The company began marketing Bosch as a premium brand in Peru in 1999 – while the Coldex brand was aimed at consumers in the middle income bracket thanks to its attractive price/performance ratio.<ref>BSH Corporate Archives, A05-0034, inform 2011/4, page 14.</ref> | |||
< | <span id="Brasilien_geht,_Chile_kommt"></span> | ||
===== | =====From Brazil to Chile===== | ||
BSH sold Continental to the Mexican company Exinmex S.A. de C.V. in 2009<ref>BSH Corporate Archives, A05-0032, inform 2009/3, September, page 11. BSH Corporate Archives, A01-0027, Business Report 2009, page 49.</ref>, though this in no way indicated a waning of interest in South America. Coldex continued to belong to the BSH family. BSH made the decision in 2010 to become active in Chile and founded a sales organization there as a branch office of BSH Peru.<ref>BSH Corporate Archives, A05-0034, inform 2011/4, page 14.</ref> The Casa Bosch, as it was known, in the capital Santiago offered sales and showroom space for training and exclusive events. | |||
< | <span id="Einzelnachweise"></span> | ||
== | == Notes == | ||