Bosch and Juffali: 60 Years of Supporting Saudi Arabia’s Vision 2030 Through Innovation
How a century-old partnership fuels car and building booms and now aims at home appliances domination.
Jeddah, Saudi Arabia — In a grand ceremony at the Juffali Co. headquarters, global technology leader Bosch and Saudi commercial leader Juffali celebrated 6 decades of collaboration, cementing their partnership as one of the cornerstones of the Kingdom’s economic renaissance. During the ceremony, the two companies’ senior managers emphasised how their collaboration has evolved from automotive roots to energising infrastructure megaprojects—and now, a groundbreaking foray into Saudi homes.
From Garage to Giga-Projects, A Partnership to Realise Saudi Plans. In 1965 a distribution arrangement for Bosch motor parts turned into a multi-generational driving force in Saudi industrial and technological change. Bosch regional leadership, VP Per Johansson and Saudi MD Haneen Al Saleh credited the sustainability of the partnership to “common values” and a tenacious dedication to innovation.
“This partnership isn’t just about history—it’s about shaping futures,” said Johansson. “With Juffali, we have embedded Bosch’s ‘Invented for life’ ethos into Saudi roads, worksites, and homes. Today, that means equipping the Kingdom for an era of smart vehicles and smarter cities.”
With over 12 million vehicles on Saudi roads, aftermarket demand is exploding. Bosch and Juffali have seized the boom, deploying cutting-edge diagnostics tools, training 5,000+ technicians, and backing independent garages through the Bosch Car Service network. Their secret? “We don’t just sell parts—we future-proof workshops,” noted Al Saleh.
But disruptors loom: E-commerce platforms are reshaping parts distribution. Yet Bosch remains bullish, betting its hybrid model—premium tech + hands-on training—will outpace digital rivals.
The automotive heritage of the joint venture remains at its core: over 12 million vehicles on Saudi roads, Bosch and Juffali control the thriving aftermarket with state-of-the-art diagnostics equipment, mechanic training schemes, and the Bosch Car Service network, covering 5,000+ workshops. “We don’t simply supply parts—future-proofing the business”, declared Al Saleh, as e-commerce transforms distribution channels.
Vision 2030’s construction boom has reinforced the partnership even further. Bosch’s professional-grade power tools, sold by Juffali, are now cornerstones on NEOM, Qiddiya, and other giga-projects, where speed and accuracy cannot be compromised. “Saudi Arabia’s construction revolution demands world-class tools,” noted Khaled Juffali. “Vision 2030 isn’t just steel and glass—it’s precision,” said Khaled Juffali, Chairman of Juffali Co. “Our collaboration ensures Saudi builders have world-class tools to turn blueprints into reality.”
Extending to new markets, the pair initiated a 2025 entry into home appliances through a Juffali Home Appliances-BSH Middle East agreement, aiming for Saudi households with high-end refrigerators, ovens, and washers. “Saudi consumers demand quality that aligns with Vision 2030’s sustainability goals,” said Juffali. “Bosch delivers that,” Juffali said, positioning the move as in line with Vision 2030’s diversification of the economy objectives.
The celebration brought senior management of the two entities, such as Juffali Group CEO Ali Dulaim and Bosch Middle East CFO Mate Muskat, attesting to stronger ties. The partners in the future are piloting EV servicing points to spearhead Saudi Arabia’s 30% electric vehicle take-up by the year 2030, while AI-based technology and energy-saving products promise additional environmentally friendly developments.
“Six decades taught us one thing,” closed Johansson. “In Saudi Arabia, progress isn’t a sprint—it’s a relay. With Juffali, we’re ready to run the next lap.”
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