Bosch Provides ESC Training Program For U.S. Dealers

BAUDETTE, Minn., Feb. 10, 2005 -- Robert Bosch Corporation today announced the launch of its new electronic stability control (ESC) training program aimed at automotive dealers. Called ESCential, the goal of the program is to educate dealer sales people on the active safety benefits of ESC. The training program, consisting of classroom presentations, driving demonstrations and instructional materials, is designed to help dealers communicate the benefits of ESC to consumers shopping for automobiles.

In preparation for the ESCential launch, Bosch developed a pilot program in 2004. Approximately 6,500 Buick sales associates were the first to participate in the U.S.-based training. Bosch ESC is featured as optional equipment on the new Buick LaCrosse sedan.

"Following the pilot program training, we received great feedback from the Buick dealerships," said Rich Golitko, marketing director, electronic stability control, Robert Bosch Corporation. "Of the approximately 3,000 surveys received, 90 percent of dealers were aware of ESC prior to the training, but only 30-40 percent were comfortable explaining the technology. After participating in the training, 90 percent of respondents felt comfortable with their ability to explain the benefits of ESC to their customers."

ESCential consists of classroom training and a ride-and-drive demonstration. The classroom training covers a variety of topics, including:

* The distinction between active and passive safety;

* The differences between ESC, antilock braking systems (ABS) and traction control;

* Safety data - for example, according to the National Highway Traffic Safety Administration's (NHTSA) 2004 study, ESC can reduce single vehicle crashes 67 percent in SUVs and 35 percent in cars;

* Basic technical information regarding how the system actually works; and,

* Consumer data - such as recent J.D. Power and Associates statistics which indicate consumers are willing to pay approximately $600 for ESC technology.

The ride-and-drive portion of the training program is a road course where each driver is given the opportunity to make a turn with the ESC system on and again with the system off, in an effort to showcase the safety benefits of the technology.

"Bosch is predicting ESC installation rates will rise from approximately 11 percent today to 23 percent by 2006," said Golitko. "We're committed to providing educational tools to dealers because they are still in the best position to inform consumers of the benefits of the latest technologies."

Bosch is actively involved in educating both dealers and consumers on the benefits of ESC. In 2003, Bosch formed the Electronic Stability Control Coalition with Continental Teves. A primary goal of the ESC Coalition is to inform consumers on the importance and benefits of ESC.

One of the largest North American automotive suppliers, Bosch develops, manufactures and supplies precision components and systems -- including body electronics, chassis and powertrain -- for every major vehicle manufacturer worldwide.

In North America, the Bosch Group manufactures and markets automotive original equipment and aftermarket products, industrial automation and mobile products, power tools and accessories, security technology, packaging equipment and household appliances. Bosch employs more than 23,300 associates in more than 80 facilities throughout North America and reported sales surpassing $7.5 billion in 2004. For more information, visit http://www.bosch.us/ .