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Fortune
Fortune
Ryan Hogg

Bosch turns to U.S. with multimillion-dollar bet on first-ever Super Bowl ad

Bosch Super Bowl United States Germany
Visitors look at truck applications on the Robert Bosch GmbH booth at the IAA Transportation fair in Hannover, Germany, on Monday, Sept. 16, 2024. The commercial vehicle exhibition runs until Sept. 22. (Credit: Krisztian Bocsi—Bloomberg/Getty Images)

Bosch, the manufacturing giant caught up in Germany’s economic malaise, is turning its gaze to America, and one big night in particular, as it continues its hefty turnaround plans.

Bosch revealed at the Consumer Electronics Show (CES) in Las Vegas that it planned to run a commercial during the coveted Super Bowl slots on Feb. 9.

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