Bosch’s ‘The Gut Knows’ QuietCast Brakes Ad Campaign Targets Technicians With Know-How

Bosch says it has launched a bold, new brake parts advertising campaign aimed at technicians. Focusing on "the gut" - an individual's judgment or assessment based on instinct, experience and technical know-how - the campaign stresses "The gut knows serious brake pads and rotors when it sees them." Print ads will highlight the fact that Bosch QuietCast is an ultra-quiet braking system, combining pads fitted with rubber-core shims and rotors that utilize corrosion resistant coating for long-lasting, quiet performance, Bosch says.

Bosch says it has launched a bold, new brake parts advertising campaign aimed at technicians. Focusing on “the gut” – an individual’s judgment or assessment based on instinct, experience and technical know-how – the campaign stresses “The gut knows serious brake pads and rotors when it sees them.” Print ads will highlight the fact that Bosch QuietCast is an ultra-quiet braking system, combining pads fitted with rubber-core shims and rotors that utilize corrosion resistant coating for long-lasting, quiet performance, Bosch says.

Speaking directly to professionals who will specify and install them, the ads are intended to raise awareness about the many benefits, to both the technician and the motorist, from installing Bosch QuietCast brake pads and rotors — unlike most do-it-for-me (DIFM) messaging in the aftermarket, which is product-focused.

Two brake ads, which kicked off in July and will run through early 2013, stress that QuietCast brake pads are designed with advanced platform-specific friction formulations that provide excellent stopping distance for all types of domestic, Asian and European vehicles, and are rigorously tested.*

Carrying through ‘The Gut Knows’ theme that began with spark plug ads in the spring, the campaign includes ads for other Bosch replacement parts such as oxygen sensors, starters and alternators. The ads create one brand voice with uniform messaging in print and online advertising, and are being supported with appropriate publicity in trade publications and social media like Facebook and Twitter.

“Bosch is targeting professional technicians with this campaign because it is the service technician or repair shop owner who most often makes the brand purchase decision or recommendation. Professional technicians know that brake noise is an all-too-common customer complaint,” said Rob Backode, director of product management for Bosch Automotive Aftermarket Brake Components North America. “Their ‘gut’ knows that they can rely on quality disk brake pads and rotors like Bosch QuietCast products to help eliminate this potential source of customer dissatisfaction, lost productivity and lost profitability associated with come-backs.”

In addition to the print ads, technicians and distributors should stay tuned to www.BoschAutoParts.com/Brakes for the latest news on Bosch QuietCast brake pads and brake rotors.

Bosch is a proud supporter of the Automotive Aftermarket Suppliers Association’s Know Your Parts education and awareness campaign. This initiative promotes the importance of quality brand name aftermarket parts backed by full service suppliers, and its impact on delivering reliable products to today’s motorists. For more information, visit www.AASAKnowYourParts.org.

* Based upon average testing against leading competitors conducted by an independent, third party laboratory utilizing the AK Master Test for Stopping Distance.

When Your Shop Is Worth Much More Than You Thought

Although every sale of a shop in which I am involved has its own unique set of circumstances, which makes my job both very interesting and very challenging, Cowden Automotive stands out as particularly memorable because I was able to demonstrate to the long-time owner, Paul Cowden, that his business was worth about three times what he had initially thought.

Case Study: Owner of San Francisco-based Import Service Shop Delighted to Discover Just How Valuable His Business is to Qualified Buyers
I sometimes share case studies of the clients I have been able to assist in my role as an aftermarket business broker and provider of intermediary and advisory services. I do that when I think the story will provide a reader in similar circumstances with new insights or helpful information.
In the case of Cowden Automotive, Inc., I acted in a consulting capacity assisting the owner and his broker in valuing the business, creating a marketing plan, finding a qualified buyer, and arranging financing for the sale.
Although every sale of a shop in which I am involved has its own unique set of circumstances, which makes my job both very interesting and very challenging, Cowden Automotive stands out as particularly memorable because I was able to demonstrate to the long-time owner, Paul Cowden, that his business was worth about three times what he had initially thought.
Needless to say, delivering that kind of good news to a shop owner is a rewarding experience. Discovering that the sale of his business would result in his retirement nest-egg being substantially larger than he had ever thought was a fitting tribute to someone who had spent his entire working career as a busy automotive service shop owner.

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