Bosch’s automotive aftermarket division is jumping on the Route 66 100th Anniversary celebratory bandwagon to promote the launch of its first windshield wiper blade products.  

Omaha, NE-based agency Bailey Lauerman created the activation, dubbed, “Bosch Impressive Innovation Centennial Road Trip,” which turns Route 66 into a content engine for the brand. 

It’s an extension of the “Impressive Innovation,” campaign that kicked off earlier this year.  

It features YouTube influencer Jason Fenske of Engineering Explained who starts a nine day road trip today from Chicago, ending up in Santa Monica, CA. He’ll be using Instagram to document the journey and promote Bosch products.   

Joining Fenske on the tour are Ben Lin and Ben Thorn of “Gears and Gasoline,” whose January tour of Route 66 was captured in a three-part video series that received nearly 1.3 million views.  

Robots “Rex”, “Jesse”, and “Short Round,” stars of the Bosch Wiper Blades’ “Impressive Innovation” ad campaign, will also appear in social media posts throughout the tour, and will help showcase Bosch’s wiper blades.  

Fenske, Lin and Thorn will post updates from the road on Instagram at various Route 66 attractions. In addition to a Shelby GT350, Fenske will drive a 2026 Rivian R1S Quad on the tour. 

Engineering Explained will produce a two-part video series showcasing Route 66 and profiling Bosch automotive innovations, including the spark plug (patented in 1902), electronic fuel injection (1967), oxygen sensor (1976) and more.  

“Engineering Explained and Gears and Gasoline are the perfect storytellers for Route 66 and the tremendous automotive innovations of the past 100 years,” said Scott Sullivan, Bosch Senior Marketing, Team Lead. “For us, it’s a chance to not only look back, but also to demonstrate our commitment to keeping drivers safe for all the miles ahead.”