Dan Lăzărescu, Bosch Group Representative in Romania, General Manager Robert Bosch, Director of the Bosch Engineering Center in Cluj
Electromobility needs more than just one-off subsidies: it needs predictability. Romania cannot transform this sector into an engine of growth without a multi-year fiscal and support strategy that gives confidence to investors and consumers, says Dan Lăzărescu, Bosch Group Representative in Romania, General Manager of Robert Bosch and Director of the Bosch Engineering Center in Cluj, in an interview with Energynomics. He points out that infrastructure, bureaucracy, and the cost of public charging remain decisive obstacles to widespread adoption.
Bogdan Tudorache
What would be, in the optimal scenario, the level of adoption of electromobility for Romania in 2030, in your opinion? Where are we now, and how far are we from this scenario?
An optimistic scenario for 2030 is not necessarily measured in a fixed percentage, but in the existence of a functional and mature ecosystem. For Bosch, a successful scenario means a smooth transition, which takes into account all factors: ecological, economic and social. We are realistic: the market for electric vehicles, especially in Europe, is growing more slowly than initially expected, but electromobility is undoubtedly a long-term growth market and is at the heart of our business. At Bosch, we see electromobility as the biggest transformation in the history of the industry and are not just adapting, but actively shaping it with a clear dual strategy, focusing on portfolio and people.
On the portfolio side, we are already leading the way. Globally, we have launched large-scale electric drive projects and, by 2025, we will have manufactured more than 25 million components for electromobility, from eAxles to electric motors. In Romania, our plant in Jucu already produces key electronic control units for electric and hybrid cars.
On the people side, our commitment is just as strong. We are investing in the skills needed to drive this transformation. In Romania, we are pioneers in dual education and have deep partnerships with top universities to cultivate engineering talent, ensuring that our team remains agile and innovative.
How far are we from the optimal scenario? The distance is mainly determined by external framework conditions. We are talking here about the development of an adequate charging infrastructure, the expansion of the electricity grid and the availability of green energy at competitive prices. In our view, to achieve this scenario, it is crucial that the authorities take into account the socio-economic impact of the transformations and support an approach based on technological neutrality, allowing more solutions – including advanced hybrids – to contribute to achieving environmental objectives.
What would be the ways and conditions through which investments in electromobility could be better stimulated?
In order to transform electromobility from a niche into an engine of economic growth, a national strategic vision is needed, built on predictability and competitiveness. Investors and consumers need, above all, a stable framework. Episodes of uncertainty, such as those related to government consumer support programs, must be replaced by a multi-annual fiscal and subsidy strategy that provides long-term confidence.
Second, we need to move from a quantitative approach to infrastructure to a qualitative one. The issue is not only the number of stations, but also the simplification of the bureaucracy for their installation and, especially, the modernization of the energy grid to support them. In parallel, it is essential to address the high cost of charging at public stations, which, at present, can cancel out the economic advantage of an electric vehicle. Without a competitive price for charging, large-scale adoption will remain a challenge.
Last but not least, the real success for Europe and, implicitly, for Romania will come from stimulating local production, not just consumption. Policies that favor local component content and investment in research and development are crucial. Thus, Romania can evolve from a simple sales market to a strategic innovation and production hub in the European electromobility value chain.
What are the Group’s main green investments in Romania?
Our main green investments in Romania are, in fact, the direct and concrete application of our global sustainability strategy and focus on two major directions: our own clean energy production and increasing energy efficiency in our factories. A concrete example is the installation of photovoltaic panels in our Cluj and Blaj locations a few years ago.
In parallel, we are constantly investing in energy efficiency measures, such as the modernization of lighting systems with LED technology, the installation of consumption monitoring solutions and systems that recover heat from compressors to produce domestic hot water. These measures lead to significant annual reductions in energy and natural gas consumption.
How did the Group’s main business segments/subsidiaries evolve in 2025 and how do you see the evolution of the Group’s main market segments in Romania in 2026?
For the Bosch Group globally, 2025 was a particularly challenging financial year. Sales revenue remained stable at 91 billion euros, but the EBIT margin from operations, at around 2 percent, was below expectations, reflecting a weak economic environment and intense competitive pressure. Developments were mixed across our sectors: after adjusting for currency exchange rates, Mobility grew by 3.1 percent, Industrial Technology grew by 3.2 percent, and Energy and Building Technology performed well, with growth of more than 15 percent. These results underscore the need for the measures we are taking to strengthen our competitiveness, in line with our 2030 strategy.
As for Romania, although the outlook for 2026 is tempered due to the difficult market context, our commitment here remains firm and long-term.
Looking towards 2026, we will focus on developing local expertise, with an emphasis on innovation and sustainability. Our priority projects continue the climate action plan; we have already implemented energy efficiency projects in the Cluj and Blaj units and we are already producing green energy here through photovoltaic panels. In parallel, we are focusing on digitalization, with ambitious plans to expand our product portfolio and solutions in the field of Industry 4.0. Last but not least, we pay special attention to educational projects, such as Dual School programs and partnerships with top universities in the country, which are essential for our future in Romania.
What has been the biggest challenge for you as the new CEO, since taking office until now?
I would say that the biggest challenge, but also the biggest opportunity, was taking office at a time of ‘repositioning’ of the entire industry. We are not talking about just one difficulty, but about a multitude of simultaneous challenges: from the impact of external events on logistics chains, to the profound transformations generated by digitalization and electromobility, which sometimes bring with them difficult decisions.
In this complex context, the main priority for me was to strengthen the synergies between all our divisions. It is essential to act as one strong and agile organism, because Romania is not only an important market, but also an essential component of the global Bosch ecosystem. The Bosch Group’s commitment to our country is significant, demonstrated in its over 30 years of activity. My goal is to apply my global experience to efficiently navigate these transformations and strengthen this strategic role of the company in Romania, from sales, production and services, to research and development. It is a very big responsibility, but also a privilege to be able to build on such a solid foundation.
What are the main elements of the Group’s sustainability strategy for Romania?
Our sustainability strategy is based on a balance between economic, environmental and social responsibility. We do not view sustainability as a separate objective, but as an integral part of the way we operate and innovate.
The key elements of this strategy are intertwined. First of all, action for environmental protection is materialized through continuous efforts to reduce the ecological footprint, investing in the energy efficiency of factories and in our own production of renewable energy. These efforts are closely linked to the development of technologies for a sustainable future, where we actively contribute to the transformation of the industry through solutions for electromobility and by adopting the principles of the circular economy.
However, a defining element for us is social commitment and partnership with the community. For over 30 years, we have assumed the role of a responsible partner of Romanian society, and through the Bosch Romania Foundation we constantly invest in education, health and social support projects, demonstrating that, for us, long-term success is inseparable from the well-being of the communities in which we operate.