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Bosch in the USA - The Archive
Bosch in the USA
Bosch in the USA – The Archive
Bosch ESCential™ gains momentum
Since the February introduction of its electronic stability control (ESC) dealer training program, Bosch has reached more than 160 dealer trainers with classroom training and hands-on driving experience. Called ESCential™, the program's purpose is to make dealer sales associates aware of ESC and its safety benefits so that they can communicate a consistent message to consumers who are considering new vehicle purchases. The program focuses on training those professional trainers, instructors and professional drivers who support new vehicle launches. 

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"Reactions to the program have been very positive," said Rich Golitko, marketing director for ESC at Robert Bosch LLC. "We've received encouraging comments ranging from 'thanks for starting this training program on ESC' to 'wow, that's how the technology works'."

A sampling of the companies that have participated in ESCential's program include General Motors' contracted trainers from the Sandy Corporation and Emotive, a special events company that supplies professional trainers for various OEM ride-and-drive activities. Most of the ESCential training has taken place at the Bosch Proving Grounds in Flat Rock, Mich., although the company has provided ESCential workshops in other locations such as U.S. Cellular Field in Chicago.

Bosch also has promoted ESCential at safety conferences, including the Governors Highway Safety Association Annual Meeting that is taking place this week in Norfolk, Virginia.

Bosch conducted a pilot training program in 2004, educating 6,500 Buick dealers during the LaCrosse vehicle launch on the technology's safety benefits and terminology as well as providing track driving. Results from the LaCrosse program found that 90 percent of dealers were aware of ESC prior to training, but only 30 to 40 percent were comfortable explaining the terminology. After the training, 90 percent of the dealers were comfortable explaining the terminology and related safety benefits.

Electronic stability control is quickly becoming accepted among the driving public as a proven active safety technology. According to the J.D. Power and Associates 2005 U.S. Automotive Emerging Technologies Study, consumers ranked electronic stability control third among safety technology most desired. However, when made aware of its $300 average price, electronic stability control jumped to first among consumers polled.

Statistics from recent studies have reinforced the value of ESC as a valuable safety feature for vehicles. Last year, the National Highway Traffic Safety Administration (NHTSA) released a preliminary study that showed 35 percent of fatal single-vehicle passenger car crashes could be avoided with ESC. Shortly after, the Insurance Institute for Highway Safety (IIHS) published a study showing 41 percent of single car crashes and 56 percent of single vehicle fatalities could be prevented with ESC, equating to an estimated 7,000 lives saved per year.

Bosch estimates that ESC installation rates in North America will rise from 20 percent in 2005 to more than 30 percent by 2007.
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