In 1906 the New York City skyline began to reach for the clouds. Bosch was doing the same.
Back then, the company was already a pioneer in automotive ignition systems in Germany, laying the groundwork for over a century of influence as the world’s largest automotive supplier and an engineering powerhouse with technology that quietly underpins every vehicle on the planet and many consumer products with chips and sensors. Bosch began manufacturing locally in the US in 1912, and by the mid-90s, 78% of all Bosch products sold in the US were made in America.
That early footprint has evolved into a sophisticated manufacturing and technological empire. Over the years, the Bosch Group diversified its business, also building out a consumer division that includes its home appliances arm BSH—the powerhouse behind the Bosch, Thermador, and Gaggenau brands.
Today, BSH Home Appliances stands as a leader of the luxury kitchen market, supported by the legacy, strength, and stability of Bosch, who is celebrating their 120th year in the US.
Backed by a parent company nearing $100 billion in annual turnover, BSH possesses the financial muscle to weather any economic storm, allowing it to execute a strategy that prioritizes innovation and long-term planning as part of an entity that has been privately held since its founding in the 1800s.
The Real Deal spoke with the team behind BSH about how their roots have laid the groundwork for enduring success.
Building for the long term
“From our earliest days in the US over a century ago, we’ve always believed in building for the long term,” says Paul Thomas, President of Bosch in North America and President of Bosch Mobility Americas. “That mindset has shaped everything. Our growth has been intentional, strategic and always focused on quality.”
This commitment to longevity transforms a simple purchase into a lifelong relationship, offering clients the structural stability of a manufacturer that measures its success in centuries rather than fiscal quarters. Because Bosch is privately held, and owned largely by a charitable foundation, it is shielded from the pressures of quarterly earnings calls.
“Being part of the Bosch family gives us the freedom to think long term,” explains Chris Kaeser, Senior Vice President of Sales at BSH. “We’re not chasing quarterly results. We’re building a company that will still be here, innovating, long into the future.”
The journey from helping to invent automotive innovations like the spark plug or anti-lock brakes to the pinnacle of luxury kitchen design has been one of intentional expansion. While many competitors have been consolidated or acquired, Bosch has moved in the opposite direction.
R&D and resilience
The true power of BSH lies in its ability to tap into the vast technological ecosystem of the broader Bosch Group. While BSH focuses on luxury kitchens, its sibling divisions are developing sensors for mobile phones and components for nearly every car on the road.
Consumers interact with the sleek interface of a Gaggenau oven or experience the quiet performance of a Bosch dishwasher, unaware that these products are infused with the same technology developed for high-stakes industries like automotive and aerospace.
“Our appliances use so many of these innovations,” says Kaeser. “The crossover that the engineers now have is quite amazing.”
When the global chip shortage crippled industries in 2021, BSH tapped into Bosch’s semiconductor expertise to navigate the crisis. While other manufacturers saw lead times stretch into years, BSH’s integration with a parent company that invests $8 billion annually in R&D helped to provide a critical buffer.
These same teams are now leading the way in technologies like AI, sensors, and electrification, allowing BSH to integrate advanced technology long before it reaches the general market.
A $2B commitment
Despite its German roots, BSH has cemented itself as a cornerstone of American manufacturing. The company has consolidated much of its production in New Bern, NC, where it produces the vast majority of Thermador and Bosch products sold in the US.
Over the past five years, Bosch has funneled more than $2 billion in capital expenditure into North America. But this strategy is about more than expanding their footprint.
“Our $2 billion investment over the past five years isn’t just about growth, but future-proofing,” says Thomas. “We’re building smarter factories, training the next generation of talent, and preparing for future market developments.”
The company is currently undergoing its largest-ever investment in personnel and infrastructure to support the builder community. This includes an expansion of their builder team by over 30 people, and the addition of four new Experience and Design Centers in high-density markets.
“We’re not just selling appliances in the US, we’re building them here, investing in American communities, and creating resilient supply chains that can weather any storm,” says Kaeser.
The marathon mentality
As the company looks toward 2026 and beyond, its focus remains on the long view. While other brands may sprint toward the latest trend, BSH is doubling down on AI integration, smart appliances and efficient, precision-engineered solutions, all backed by the financial fortress of the Bosch Group.
“Our goal isn’t just to meet today’s needs, but also to anticipate tomorrow’s,” says Thomas. “That’s why we’re investing in technology, people, and processes that will define the next era of home living.”
By combining deep historical roots with a future-focused R&D powerhouse, BSH remains uniquely positioned. In the world of luxury real estate, they understand that the most important feature an appliance can offer is the peace of mind that its manufacturer will be there to support it for the next 50 years.
To learn more, visit the BSH website.