Bosch Vietnam appoints new managing director 

Andre De Jong will lead Bosch’s operations in Vietnam in addition to his current role as business unit head of Bosch Two-Wheeler and Powersports for Southeast Asia.

He will succeed Dominik Meichle and assume responsibilities effective November 1, 2024, Bosch Vietnam said in an announcement on Monday.

Dominik Meichle, who has served as managing director of Bosch Vietnam since 2022, will be promoted to regional president for Bosch Two-Wheelerand Powersports in North America, effective November 1, 2024.

Dominik Meichle, appointed as managing director of Bosch Vietnam at the age of 36, was the youngest to hold this position in the company’s history. During his tenure, he has led innovation and growth.

As of December 2023, Bosch Vietnam employed over 6,200 associates and served as the largest innovation hub for Bosch in Southeast Asia, with more than 4,500 engineers.

According to the Delegation of German Industry and Commerce in Vietnam, Bosch has become the largest German investor in the country, prioritizing both employee development and business expansion.

“I am excited to take on this new responsibility and look forward to building on the strong foundation Bosch has established in Vietnam. We are committed to the country, and will continue to contribute to Vietnam’s digitalization and advanced manufacturing developments,” said Andre de Jong.

Andre De Jong, a native of the Netherlands, will assume a dual role as managing director of Bosch Vietnam while continuing to serve as regional business unit head for Two-Wheeler and Powersports, a position he has held since 2018.

He began his career at Bosch in 1997 as brand manager for Power Tools in the Benelux region. Over 27 years, he has gained extensive expertise in branding, marketing, international management, sales and held various leadership positions in Germany, Switzerland, Hong Kong, Vietnam, Cambodia, Laos, and Myanmar.

Bosch established its first office in Vietnam in 1994. In just 30 years, Vietnam has become one of the company’s largest operations in Southeast Asia in terms of employee scale, spanning manufacturing, research and development, sales, and connected software and services functions.

Bosch Vietnam currently has offices in Ho Chi Minh City, Hanoi, Danang, and Dong Nai province. The company also operates three R&D centers in Vietnam, including two Bosch Global Software Technologies centers in Hanoi and HCMC, specializing in IoT ecosystems, as well as an automotive R&D center in HCMC dedicated to advancing automotive technologies.

Additionally, Bosch's Powertrain Solutions plant in Dong Nai is the largest continuously variable transmission (CVT) pushbelt production plant globally.

Bosch opened its first flagship store in Vietnam at the Estella Place Shopping Center in HCMC last Friday. The store would not only serve as a retail destination but also allow customers to explore and experience products integrated with modern, smart technologies reflecting current European trends.