BSH Chronologie 1979-1983: Nationales Wachstum/en: Unterschied zwischen den Versionen

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The relatively short period between 1979 and 1983 was a phase of national growth for BSHG<ref>BSH was founded in 1967 as Bosch-Siemens Hausgeräte GmbH - BSHG for short. In 1998, the name was changed to BSH Bosch und Siemens Hausgeräte GmbH, with the short form BSH. Since the sale of the Siemens shares in BSH to Robert Bosch GmbH the company’s name is now BSH Hausgeräte GmbH, but still BSH for short.</ref>. The consolidation of BSHG in the 1970s bore fruit and the company managed to effectively maintain a foothold in the market despite the economic crisis and even expand its own position.

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The BSHG brand products were presented at the time under the motto "Future-proof appliances that are a pleasure to use".<ref>BSH Corporate Archives, A05-0005, inform 1982/1, page 2.</ref> 1983 was also a year when BSHG celebrated an impressive anniversary: [[The_first_Bosch_refrigerator_–_a_round_affair|50 years of electrical refrigerators]] from [[Robert_Bosch_GmbH|Bosch]] essentially equated to 50 years of experience and progressive development of the appliances. The BSHG washing machines were also becoming increasingly modern and efficient. [[Siemens]] launched [[Milestones_of_Success|the first fully automatic washing machine]] on the market with the [[Siemens_Siwamat-S_fully_automatic_washing_machine|SIWAMAT]] 870 Electronic.

[[File:1982 Neff Logo und Slogan 1982 wohl noch vor BSH.jpg|thumb|Neff brand logo and slogan, presumably before 1982: 'Neff - at home in the best kitchens' (Source: BSH Corporate Archives)]]

==== NEFF ====

Competitor and market leader AEG went spectacularly bankrupt around the middle of 1982. The then Board of Management of AEG set about trying to restructure the company by selling off the lucrative parts.<ref>[http://www.spiegel.de/spiegel/print/d-14347087.html "Das Geschäft bricht weg", in: Der Spiegel 27/1982], page 69.</ref> This allowed BSHG to expand its portfolio with the addition of the familiar [[The_Neff_Brand_and_the_BSH_Site_in_Bretten|NEFF]] brand. Neff Werke GmbH, a subsidiary of AEG, had the reputation of being a manufacturer of high-quality home appliances.<ref>BSH Corporate Archives, F-Neff-005, Gabriele Kicherer: Geschichte und Bedeutung der Marke Neff, page 54. [http://www.spiegel.de/spiegel/print/d-14347829.html "Ja, wenn wir ein Saftladen wären", in: Der Spiegel 34/1982], page 27.</ref> On November 15, 1982, BSHG acquired the NEFF trademark as well as a portion of the fixed and current assets including the sales subsidiaries in England, France and Austria and founded what is today NEFF GmbH in [[The_Company_Headquarters_in_Munich|Munich]]. Around 1,000 jobs were successfully retained at the Neff site in Bretten.<ref>BSH Corporate Archives, Historie Tochtermann Folder 5.</ref> New sales channels opened up for BSHG, with Great Britain being one of the most significant. NEFF also brought with it specialized technical knowledge and innovations in product development.<ref>BSH Corporate Archives, F-BSH-001, 40 Jahre BSH – Eine Chronik, Munich 2007, page 39.</ref>

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