Newsletter | Your update on what’s new from DENSO Aftermarket Sales

Issue number 46 | July/August 2015

 Menu > Follow the links below! Inside this issue… > DENSO Lambda Sensors: manufacturing expertise > Out now! Latest Starters & Alternators > AEC became DENSO’s first engineering base for diesel range extension engine component applications outside Japan. > automotive Diamonds wins Loyalty Award > EE region: tradeshows round-up Opening of expanded Aachen > DENSO goes to Hollywood Engineering Centre heralds > May we introduce… new era of DENSO innovation Further demonstrating its European capability to design, said Masato (Max) Nakagawa, DENSO International Europe’s newly appointed develop, engineer and test parts and systems from President, CEO & CTO. “We are a vehicle-wide perspective, DENSO AUTOMOTIVE particularly proud of the all-new electronic Deutschland GmbH, a subsidiary of Japan-based DENSO laboratory. We can now offer in-house development of hardware and software Corporation, has expanded its Aachen Engineering for engine control units (ECU) used Centre (AEC). The opening ceremony took place at the on diesel and gasoline engines. newly expanded site in Wegberg, Germany on 2nd June. This laboratory also facilitates the accommodation of electric and hybrid The latest expansion means that AEC new European powertrain development technologies to European specifications. has the capacity to serve its European and shared their vision of further growth. The European region plays a global customers in the areas of powertrain, leadership role in the electronics and electrical systems. Compared to the original engineering with respect to the creation of advanced At the opening ceremony, new AEC centre, which was opened in 2005, the technologies and innovative designs. Director Kenzo Yano welcomed guests facilities and offices have been enlarged The reinforcement of our local engineering from DENSO Japan, construction from 2,110 to 9,500 square metres. and development capability is key to company Takenaka Europe, pm5 AEC became DENSO’s first engineering DENSO’s success.” Projektmanagement, and all AEC base for diesel engine component associates present. applications outside Japan. It was further As an added milestone, AEC associates expanded in 2010, with powertrain surprised Mr. Nakagawa with “thank you” DENSO Japan (DNJP) Executive component engineering becoming part messages for 10 years of dedication to Director Yukihiro Shinohara, Head of the of the centre’s expertise. AEC and its growth, and a large bouquet Diesel and Gasoline Injection Business of congratulatory flowers, celebrating his Unit, and Katsuhiko Takeuchi, Head of “With the expansion of AEC, we are promotion and new position within the DNJP Diesel Business Unit, hailed the laying the foundation for our future”, European DENSO organisation.

www.denso-am.eu 2 DENSO Newsletter: Your update on what’s new from DENSO Aftermarket Sales Issue number 46 | July/August 2015

DENSO Lambda Sensors:

> Lambda sensors, also referred to as oxygen (or O2) sensors, are the most manufacturing expertise important sensors for engine control. meets ceramic craftsmanship

Since launching in 2008 lambda sensors have become Although such control devices improved in quality and reliability, they proved an integral part of modern car engines. DENSO extremely costly in large-scale production. explains why this is and how its pioneering sensor Longer development times for specific part technology offers OEMs and the aftermarket optimised applications also meant that the original objectives of developing a wider variety efficiency and environmental performance. of vehicle specifications, creating market demand for fuel efficiency and increasing The Introduction of EMS The performance of the engine was emission standards were not being largely defined by pre-set properties efficiently met. In the old days, the engine of a car was of the carburettor, valve positions and controlled by a so-called open loop control the distributor. Most of these components The search for a low-cost flexible system. The engine could run smooth, were electro-mechanical, and to a solution was found by adopting rough, or not even at all, and to adjust large extent were subject to wear, technical design principles from the this required certain changes to various vibrations, moisture, heat, and other electronic industry. In the 1970s, vehicle components. These components primarily well-known enemies of such devices. manufacturers started to change their regulated air and fuel supply, as well as These systems were not only labour- engine control by slowly implementing compression, ignition and combustion intensive to maintain but also sensitive what is nowadays known as Engine cycle timings. to malfunctions. Management Systems (EMS). DENSO Newsletter: Your update on what’s new from DENSO Aftermarket Sales Issue number 46 | July/August 2015 3

Lambda sensors in EMS How EMS systems work:

Lambda sensors, also referred to as A technical overview oxygen (or O2) sensors, are the most important sensors for engine control, • Several sensors monitor critical processes in and around the engine, providing feedback to the Electronic and provide signals to the engine Electronic Control Unit (ECU). Control Unit (ECU) on how well the engine is performing. The concept behind this is • The ECU processes the information and based on programmed rules both a simple and brilliant one. decides which actions to take. • Several actuators receive instructions from the ECU to adjust certain A lambda sensor is an electronic device parameters (for example the injection timing, EGR valve aperture, ignition that measures the concentration of oxygen advance angle, fuel pump pressure, etc). (O2) in the exhaust gas from an engine, relative to the outside air. The engine ECU • The result of this is again monitored by the sensors, and a closed control uses the signal from the lambda sensor to loop is realised. understand if the engine is running within Optimal control Engine condition precise specifications. The most important of actuators information specification to monitor is the air-fuel Engine ratio. In relation to each other, either too ECU much fuel or air entering the combustion chamber can cause serious long-term Actuators Sensors engine failure. Both situations can be • Ignition coil EMS • Mass Airflow recognised very reliably and accurately by • Injector (Engine Management System) Sensor the lambda sensor. Based on its feedback • Throttle motor • Water temperature sensor signal, the engine ECU adjusts the amount • EGR Valve • Fuel Pump etc. Engine • O2 sensor of fuel injected into the engine. In order for • Knock sensor etc. the sensor to work effectively, it must be located in or near the exhaust manifold. These lambda sensors are known as Engine information regulating sensors. Engine control detection

The lambda sensor also completes • Modern vehicles use multiple ECUs, and EMS is integrated in the overall additional functions within modern engine vehicle electronic system. This system allows communication between several configurations including diagnosing the ECUs (e.g. for infotainment, safety or air-conditioning). effectiveness of catalyst converters, • EMS systems are still developing into ever-more efficient systems, with the referred to as diagnostic sensors. further advancement of sensors, computers and actuators. DENSO Ceramics • Newer and more efficient propulsion systems mean more sophisticated EMS systems and newer generation types, such as the hybrid system. DENSO Ceramics Division is a key division of DENSO, creating products based on so-called “Technical Ceramics” that can consists of electrically insulating and manufacturers worldwide to develop and be found in many applications. Developing, heating while exposed to aggressive produce such sensors, exclusively for the engineering and manufacturing products internal engine conditions. OE business. with these high-tech materials relies on genuine craftsmanship and requires However, instead of acting, certain Because this type of sensor offered considerable expertise. ceramic compounds can also be used great reliability and accuracy, vehicle to sense specific conditions. As soon as manufacturers were able to offer a wider DENSO is globally well-known for the EMS systems emerged, DENSO Ceramics range of engine configurations for specific superb quality of two other products Division recognised the opportunity to market demands. Soon, lambda sensors coming from this division: spark plugs develop sensors that convert oxygen were a standard part of the EMS system. and glow plugs. Those products are concentrations in gasses into an electric both engine actuators, performing an voltage. Zirconium dioxide has the ability Since those early years, improvements electromechanical task based on unique to do this when heated over 400 degrees have been made to activate the sensor properties of ceramic materials which centigrade. DENSO was one of the first faster in order to generally quicken the 4 DENSO Newsletter: Your update on what’s new from DENSO Aftermarket Sales Issue number 46 | July/August 2015

Lambda sensors: A historic overview and thermal shock. To ensure a long lifetime, DENSO sensors benefit from 1976: First applications 1982: O2 sensor 1996: 1st generation 2000: Planar O2 sensor 2013: 5th generation (Volvo) with heater A/F sensors (thimble A/F sensors (PLUS 6) unique protective measures, such as their design) 2004: 3rd generation 1977: DENSO develops 1984: Lean mixture of A/F sensors coating treatments, double element covers single wire O2 sensor sensors 1999: 2nd generation A/F sensors (planar) 2007: 4th generation of and customised element cover designs. A/F sensors (PLUS 5)

Emission regulations: Multiple nation laws EURO 1 EURO 2 EURO 3 EURO 4 EURO 5 EURO 6 The latest developments also offer specialised functions for OEMs, and is one of the reasons why DENSO is a supplier of choice to all Japanese brands, and in Europe to Jaguar-Land Rover, Volvo, 1970 1980 1990 2000 2010 2020 ‘77 ‘82 ‘84 ‘96 ‘04 ‘07 ‘13 Renault and Ford.

Get ready! The latest DENSO Lambda Sensors range expansion DENSO Europe shortly announce an exciting new series of sensors for the aftermarket. This latest - and significant - range extension highlights DENSO’s commitment to supplying a wide range of OE quality parts to the European aftermarket, further increasing the total European car parc coverage for the benefit of its customers. > Lambda Sensors offer the aftermarket optimised efficiency and environmental performance.

sensor start-up to optimise performance. In the 1980s, the sensor would typically take several minutes to activate, during which time the engine was running on an open-loop basis. The corresponding emissions were then not included in early emission test standards. However, this has gradually changed and today, engine heat-up is included. To shorten the activation time of the sensor under cold start conditions, at first an additional ceramic heater component was built in into the sensor. Later on, this heater was integrated with the sensing element itself.

Such advancements mean that for example, the latest generation A/F sensors can provide a reliable signal in less than seven seconds after a cold start.

Other typical examples of engineering solutions are focusing on avoiding premature sensor failure; the most > DENSO Lambda Sensors feature pioneering sensor technologies that common failure reasons are contamination help cars to burn fuel more efficiently and produce fewer emissions. DENSO Newsletter: Your update on what’s new from DENSO Aftermarket Sales Issue number 46 | July/August 2015 5

It’s

here! > The latest expansion for DENSO’s Starters range covers over 1,272 unique applications. The latest Starters and Alternators range extension

DENSO announces a further expansion of its OE quality, replacement Starters & Alternators programme, with the addition of 32 new part numbers.

DENSO Europe’s Aftermarket Business Unlike many other brands, the Unit has added 20 new Alternators and 12 company’s programme of replacement new Starters to its rotating range, which are Starters and Alternators offers OE available now to its independent aftermarket specification, completely new parts, with customers. The new numbers cover an no remanufactured units – bringing the extensive list of makes and applications, added customer convenience of no core including , BMW, Fiat, Peugeot, surcharge or returns. Furthermore, every Citroën, VW, Jaguar, Land Rover and Audi. machine is subjected to DENSO’s rigorous manufacturing and testing processes, to Selected as original equipment by car ensure they meet the highest standards of makers worldwide, the range extension fit and performance. makes the advanced design, OE quality and powerful performance of DENSO’s rotating The new applications cover both new and

machines even more accessible to the existing part numbers in the extensive > DENSO’s programme now includes aftermarket. aftermarket programme. 217 Alternator part numbers. 6 DENSO Newsletter: Your update on what’s new from DENSO Aftermarket Sales Issue number 46 | July/August 2015

In total DENSO’s programme now includes world’s most advanced rotating machines, 217 Alternator part numbers and 1,447 manufactured by the leading pioneers of unique OE references covering 1,859 unique advanced Starter and Alternator technology The new applications; and 73 Starter part numbers for cars, motorcycles and commercial with 554 unique OE cross references vehicles.” applications covering over 1,272 unique applications. New vehicle applications covered by “These new references demonstrate Find out more the latest DENSO Aftermarket Starters our commitment to providing premium & Alternators range extension include: Further details of DENSO quality parts in our widest ever range of Aftermarket’s expanded Starters & Starters and Alternators to the independent Alternators programme are available Starters: automotive aftermarket,” said Kayacan online at www.denso-am.eu, in • Audi A4 (8K, B8), A5 (8T, 8F), Q5 Aya, DENSO Europe Application TecDoc or from your local DENSO (8R), A6 (4G, C7), A7 (4GA), A8 (4H) Engineer. “Distributors can now offer their Aftermarket sales contact. • Mercedes A-Class (W176), B-Class customers an even wider selection of the (W246), GLA (X156), CLA (C117) • Land Rover Range Rover II, III, Sport, Evoque

• / Prado, Auris Coming soon… (06-), Corolla (06-), RAV 4 III (05-) the new Starters & Alternators 2015 catalogue • Jaguar XF, XJ The new Starters & Alternators catalogue will be available to all aftermarket customers next month, both in print and online. As well as including full details • (05-) & (10-) of DENSO’s new range extension, the new catalogue will also feature all 217 Alternator part numbers and 73 Starter part numbers, between them covering Alternators: over 3,131 unique applications. • Toyota IQ, Auris (12-), Corolla (13-) • FCA Giulietta (10-), 500L, 500X, Renegade • BMW 1 (F20, F21), 3 (F30, F31), 5 (F10, F11), X1 (E84), X3 (F25) • FCA Bravo (06-), Croma (05-), Delta III (08-) • (01-06) • Honda Civic IX (12-), CR-V IV (12-) • Fiat Doblo (10-) • Ford Focus III (11-), Fiesta VI (08-), Ecosport (13-), C-MAX (10-), Grand C-Max (10-) • Toyota Yaris (10-), Avensis (09-), Verso (09-) • PSA 308 II (13-), 301 (12-), C4 Cactus (14-), C-Elysee (12-) • VW Tiguan (5N) • PSA 206 (98-), Xsara (97-), Berlingo (96-), Partner (96-)

> Replacement DENSO Starters and Alternators offer OE specification, completely new parts, with no remanufactured units. DENSO Newsletter: Your update on what’s new from DENSO Aftermarket Sales Issue number 46 | July/August 2015 7

automotive Diamonds named B2B Loyalty Programme 2015

automotive Diamonds, the aftermarket loyalty programme in which DENSO is a partner, has been named B2B Loyalty Programme of the > Hedy Borreman, DENSO Aftermarket’s Marketing Manager Year at the prestigious Loyalty Awards 2015, Communication (third from left), receiving the B2B Loyalty held at Grosvenor House, London on 9th June. Programme of the Year Award on behalf of DENSO.

The multi-partner loyalty programme for garages join every month and then benefit All garages and workshops need to do is independent aftermarket garages beat by being rewarded for buying the quality collect labels from DENSO and automotive global brands such as Heineken, L’Oreal, product they have always bought. It’s a Diamonds Partner products and return Imperial Tobacco and Vodafone to win the win-win situation.” them, to be rewarded with ‘Diamond’ coveted title. A member of the jury, who credits. These can then be exchanged presented the Loyalty Award, explained: Hedy Borreman, DENSO Aftermarket’s for rewards ranging from workshop “The B2B category was hard fought and Marketing Manager Communication, equipment and technology products to the quality of entrants extremely high. It is commented: “Since DENSO became a household items. difficult to resonate with customers and partner in 2014, the response we’ve seen achieve loyalty in the B2B environment, to automotive Diamonds from garages so The programme is currently operational but automotive Diamonds has clearly far has been very positive. We genuinely in the following countries, under varying demonstrated that by thinking laterally, believe in rewarding customers for their brand combinations: Austria, Belgium, this can be achieved.” loyalty in choosing DENSO’s products, Czech Republic, France, Germany, and this is an extremely effective way of Netherlands, United Kingdom, Poland, Accepting the award on behalf of all supporting them and their teams. We are Portugal and programme partners, Bahar Sabet, very proud to be part of such a successful, Spain. European Communications Manager at award-winning loyalty programme aimed TRW Aftermarket said: “Thousands of new at rewarding our customers.”

About automotive Diamonds • automotive Diamonds is a multi-partner loyalty programme operated by premium automotive supplier companies: DENSO Aftermarket; Gates Europe; Girling; Philips Automotive Lighting; The Sogefi Group (with its brands: Sogefi Pro, Coopers FIAAM; FRAM ® and Purflux) and TRW Automotive Aftermarket. • Founded in 2011 by TRW Aftermarket, automotive Diamonds rewards garage loyalty by allocating points or ‘Diamonds’ on the purchase of premium aftermarket products of all member partners. The points can then be redeemed for a variety of attractive rewards. • In addition, the programme allows partners to create bespoke campaigns to target specific markets. Find out more • The programme is currently available in various brand permeations across 10 For full details, including how to join countries: (Austria, Belgium, Czech Republic, France, Germany, Netherlands, and start collecting ‘Diamonds’, visit: United Kingdom, Poland, Portugal and Spain). www.automotivediamonds.com. 8 DENSO Newsletter: Your update on what’s new from DENSO Aftermarket Sales Issue number 46 | July/August 2015

> One of the biggest automotive events in Poland, the ProfiAuto show attracted more than 140 exhibitors and around 35,000 trade visitors over two days. DENSO exhibits across Eastern Europe

DENSO has enjoyed a busy month showcasing its expanding range of products and leading technologies across some of the EE region’s key automotive trade shows.

DENSO has taken centre stage at a range DENSO brand and its OE quality parts of events and exhibitions during May programmes to wholesalers, distributors and June in Poland, Bulgaria, Romania, and garage mechanics. Hungary and Croatia. At five of the shows, visitors got the Its presence at the seven, well-attended opportunity to see DENSO’s newly built events - encompassing both independent modular booth, and experience DENSO’s and customer shows - presented an exclusive touch games - ‘Tap Tap Spark’ > At the Inter Cars Expo, Croatia, visitors ideal opportunity to showcase the and ‘Parts Twister’ - played on PC tablets. were treated to the art of body painting. DENSO Newsletter: Your update on what’s new from DENSO Aftermarket Sales Issue number 46 | July/August 2015 9

Over 1,600 gaming enthusiasts registered to take part in the games – which were inspired by classic games such as ‘Candy Crush’ - winning DENSO giveaways by obtaining a minimum score. There were further chances for visitors to win more DENSO prizes, by completing a lottery draw questionnaire.

“These recent shows have proved that DENSO is an increasingly recognisable brand across the EE region”, said Richard Rybacek, Regional Manager Eastern Europe. “Our attendance at these events has been a resounding success and has clearly shown why DENSO is a leading brand in the automotive industry.”

> On the stand at Autonet Mobility Show, Hungary. EE region’s tradeshow highlights:

8th - 9th May: Autonet Mobility number of motoring enthusiasts. Show, Romania More than 140 exhibitors and around > Over 1,600 gaming enthusiasts registered 35,000 trade visitors attended the to play ‘Tap Tap Spark’ and ‘Parts Twister’ Held in the newly built Polyvalent Hall, two day event. As a partner of the in stand at some of the shows. in Cluj Napoca, Romania, the exhibition ‘automotive Diamonds’ aftermarket is considered to be one of the most loyalty programme, DENSO also actively demonstrations, training, contests and important automotive aftermarket events encouraged workshop owners to register vintage car displays, as well as take part in the region. With over 3,500 visitors and on stand and discover the many benefits in the various types of entertainment more than 100 exhibitors in attendance, the programme offers. on offer. the show welcomed spare parts, accessories and service equipment 30th May: Kosser Expo, Bulgaria 6th June: Inter Cars Expo, Croatia manufacturers from all over the region. 6,500 visitors attended this year’s The DENSO booth was one of the 29th - 30th May: Autonet Sofia-based show, an increase from busiest at the show, which saw over Mobility Show, Hungary 2014. As well as having the opportunity 3,000 people attending the sixth Inter to gain expertise from DENSO’s team, Cars Expo event in Zagreb. Among other The second annual Autonet show in mechanics got to test their skills with a attractions on the stand, visitors were Budapest was attended by key parts game challenging them to disassemble treated to the art of body painting! manufacturers and service professionals, a DENSO A/C Compressor in the who came to learn about the latest quickest time. 12th - 14th June: Tech-Co developments in their field and to benefit Home Fair, Bulgaria from special promotions. Around 3,500 6th - 7th June: AD Total visitors attended. Business Show, Romania The second fair at the Inter Expo Centre in Sofia attracted 59 stands; twice as 23rd - 24th May: ProfiAuto The fourth ABTS exhibition in Bucharest many as last year. There was also a 30% Show, Poland welcomed over 34,000 visitors with over increase in visitors from last year’s show, 120 exhibitors participating and is one of with more than 5,800 attendees gaining One of the biggest automotive events the largest shows in Romania, at more technical insight and updating their in Poland, the Katowice show attracted than 35,000 square metres. Visitors knowledge on the latest trends within both professionals and a significant had the opportunity to attend technical the automotive industry. 10 DENSO Newsletter: Your update on what’s new from DENSO Aftermarket Sales Issue number 46 | July/August 2015

DENSO goes to Hollywood

DENSO robots have made it onto the big screen, starring in Marvel Studio’s latest release ‘Avengers: Age of Ultron’, a blockbuster movie that has already grossed 1.3 billion US dollars in theatres around the world since its release on 1st May.

DENSO Robotics provided three robots technology in Dr. Cho’s lab – and the for the motion picture, deemed as the robots reflect that image. The DENSO > DENSO Robotics loaned three robots epic follow-up to the biggest ‘Super Hero’ robots definitely had the best look suiting for Marvel Studio’s latest release ‘Avengers: Age of Ultron’. movie of all time. Two VS 050 and one VS the existing set design.” 087 robots feature in a dramatic, turning- point scene set in the futuristic medical lab The robots can be seen in the lab scene, The robots were loaned to the production of Dr. Helen Cho (played by Claudia Kim), when the Avengers are trying to stop by DENSO Robotics, and a DENSO a geneticist helping the Avengers. Ultron. In the lab, Ultron attempts to force service representative was on site Dr. Cho into creating a physical body programming the robots in PacScript to “For this scene, we were not looking for for him by applying her synthetic-tissue perform regular pick-and-place functions industrial robots that would have fitted technology. Eventually, Ultron’s plan for with several position variables, which were Stark’s lab, but rather for medical ones”, human extinction is revealed, and the easily obtained by using the functions explains movie set designer Richard fight against Ultron begins while the within the controller. The robots then acted Roberts, one of the world’s leading sci-fi robots’ movements can be seen in the as if in a lab, moving test tubes (the two and fantasy set decorators. “After some background and also during a fascinating VS 050s) and a laser probe used on some research we found images of DENSO close-up. tissue in the lab (VS 087). The robots robots, which had the right white colour used on the set are part of the latest line and high-tech design we were looking The filming of the actual scene took place of vertical robot arms in combination with for. We wanted to show the cutting-edge over three days last year near London. DENSO’s latest model controller, the RC8. DENSO Newsletter: Your update on what’s new from DENSO Aftermarket Sales Issue number 46 | July/August 2015 11

“The integration of the robots into the set books, comics and movies. “I believe was done manually and very easy, also this goes back to our childhood, when thanks to the quick delivery and excellent robots were still science-fiction – now DENSO service”, says Roberts. they are suddenly part of our reality. It also fascinates that they copy human Though they were not technically movements, both in production lines and integrated with their software into the in medical labs, for example, and perform movie production technology, the set amazing things. They really have come to designers created custom-built work life.” The set designer said he would use > The robots used on the set are part of the latest benches in order to accommodate the DENSO robots again in a movie with a line of vertical robot arms in combination with robots and then integrated them into the contemporary or futuristic setting, fantasy DENSO’s latest model controller, the RC8. overall stage design. or real. About Marvel Entertainment Marvel Entertainment, LLC, a wholly-owned subsidiary of The Walt Disney Company, is one of the world’s most prominent character-based Roberts, who shares a special fascination For more information on Marvel’s entertainment companies, built on a proven library of more with robots, explains why they have ‘Avengers: Age of Ultron’, please visit than 8,000 characters featured in a variety of media over seventy-five years. Marvel utilises its character franchises become a popular feature in many www.marvel.com/movies. in entertainment, licensing and publishing. For more information visit marvel.com. © 2015 MARVEL May we introduce… A warm welcome to the latest new face to join the DENSO Europe Aftermarket team.

Pavel Kalinov At DENSO Sales Russia, Pavel is Joining DENSO as Assistant Sales responsible for supervising the team of Manager in June 2015, Pavel started his regional sales representatives. As an career in the automotive industry ten years active sports enthusiast, his hobbies ago with a focus on the distributor, and include snowboarding and football. He later gained vast experience at various also has a special interest in motorsport global aftermarket manufacturers. and technology. > Pavel Kalinov, Assistant Sales Manager DENSO Europe.

Anton Schukin topics. Anton has worked in aftermarket As Regional Sales Representative, sales since 2005, and like Pavel, he also Anton is responsible for sales in the region brings a similar wealth of experience and of Ural, Tyumen, KhMAD and Bashkiria. knowledge to the team.

He co-ordinates distributor sales to He devotes his spare time to his three retail stores and garages, runs technical daughters and has a passion for sports. training sessions and supports customers with product, marketing and warranty

> Anton Schukin, Regional Sales Representative DENSO Europe.

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