Newsletter - denso-am.euE… · the new Starters & Alternators 2015 catalogue customers next month, both in print and online. As well as including full details of DENSO’s new range

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

Issue number 46 | July/August 2015

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The latest expansion means that AEC has the capacity to serve its European customers in the areas of powertrain, electronics and electrical systems. At the opening ceremony, new AEC Director Kenzo Yano welcomed guests from DENSO Japan, construction company Takenaka Europe, pm5 Projektmanagement, and all AEC associates present.

DENSO Japan (DNJP) Executive Director Yukihiro Shinohara, Head of the Diesel and Gasoline Injection Business Unit, and Katsuhiko Takeuchi, Head of DNJP Diesel Business Unit, hailed the

new European powertrain development and shared their vision of further growth.

Compared to the original engineering centre, which was opened in 2005, the facilities and offices have been enlarged from 2,110 to 9,500 square metres. AEC became DENSO’s first engineering base for diesel engine component applications outside Japan. It was further expanded in 2010, with powertrain component engineering becoming part of the centre’s expertise.

“With the expansion of AEC, we are laying the foundation for our future”,

said Masato (Max) Nakagawa, DENSO International Europe’s newly appointed President, CEO & CTO. “We are particularly proud of the all-new electronic laboratory. We can now offer in-house development of hardware and software for engine control units (ECU) used on diesel and gasoline engines. This laboratory also facilitates the accommodation of electric and hybrid technologies to European specifications. The European region plays a global leadership role in the automotive industry with respect to the creation of advanced technologies and innovative designs. The reinforcement of our local engineering and development capability is key to DENSO’s success.”

As an added milestone, AEC associates surprised Mr. Nakagawa with “thank you” messages for 10 years of dedication to AEC and its growth, and a large bouquet of congratulatory flowers, celebrating his promotion and new position within the European DENSO organisation.

Opening of expanded Aachen Engineering Centre heralds new era of DENSO innovation

Further demonstrating its European capability to design, develop, engineer and test parts and systems from a vehicle-wide perspective, DENSO AUTOMOTIVE Deutschland GmbH, a subsidiary of Japan-based DENSO Corporation, has expanded its Aachen Engineering Centre (AEC). The opening ceremony took place at the newly expanded site in Wegberg, Germany on 2nd June.

> AEC became DENSO’s first engineering base for diesel engine component applications outside Japan.

Inside this issue…> DENSO Lambda Sensors:

manufacturing expertise

> Out now! Latest Starters & Alternators range extension

> automotive Diamonds wins Loyalty Award

> EE region: tradeshows round-up

> DENSO goes to Hollywood

> May we introduce…

DENSO Newsletter: Your update on what’s new from DENSO Aftermarket Sales Issue number 46 | July/August 20152

Although such control devices improved in quality and reliability, they proved extremely costly in large-scale production. Longer development times for specific part applications also meant that the original objectives of developing a wider variety of vehicle specifications, creating market demand for fuel efficiency and increasing emission standards were not being efficiently met.

The search for a low-cost flexible solution was found by adopting technical design principles from the electronic industry. In the 1970s, vehicle manufacturers started to change their engine control by slowly implementing what is nowadays known as Engine Management Systems (EMS).

The Introduction of EMS In the old days, the engine of a car was controlled by a so-called open loop control system. The engine could run smooth, rough, or not even at all, and to adjust this required certain changes to various components. These components primarily regulated air and fuel supply, as well as compression, ignition and combustion cycle timings.

The performance of the engine was largely defined by pre-set properties of the carburettor, valve positions and the distributor. Most of these components were electro-mechanical, and to a large extent were subject to wear, vibrations, moisture, heat, and other well-known enemies of such devices. These systems were not only labour-intensive to maintain but also sensitive to malfunctions.

DENSO Lambda Sensors: manufacturing expertise meets ceramic craftsmanship

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

Since launching in 2008 lambda sensors have become an integral part of modern car engines. DENSO explains why this is and how its pioneering sensor technology offers OEMs and the aftermarket optimised efficiency and environmental performance.

DENSO Newsletter: Your update on what’s new from DENSO Aftermarket Sales Issue number 46 | July/August 2015 3

Lambda sensors in EMS

Lambda sensors, also referred to as oxygen (or O2) sensors, are the most important sensors for engine control, providing feedback to the Electronic Control Unit (ECU) on how well the engine is performing. The concept behind this is both a simple and brilliant one.

A lambda sensor is an electronic device that measures the concentration of oxygen (O2) in the exhaust gas from an engine, relative to the outside air. The engine ECU uses the signal from the lambda sensor to understand if the engine is running within precise specifications. The most important specification to monitor is the air-fuel ratio. In relation to each other, either too much fuel or air entering the combustion chamber can cause serious long-term engine failure. Both situations can be recognised very reliably and accurately by the lambda sensor. Based on its feedback signal, the engine ECU adjusts the amount of fuel injected into the engine. In order for the sensor to work effectively, it must be located in or near the exhaust manifold. These lambda sensors are known as regulating sensors.

The lambda sensor also completes additional functions within modern engine configurations including diagnosing the effectiveness of catalyst converters, referred to as diagnostic sensors.

DENSO Ceramics

DENSO Ceramics Division is a key division of DENSO, creating products based on so-called “Technical Ceramics” that can be found in many applications. Developing, engineering and manufacturing products with these high-tech materials relies on genuine craftsmanship and requires considerable expertise.

DENSO is globally well-known for the superb quality of two other products coming from this division: spark plugs and glow plugs. Those products are both engine actuators, performing an electromechanical task based on unique properties of ceramic materials which

consists of electrically insulating and heating while exposed to aggressive internal engine conditions.

However, instead of acting, certain ceramic compounds can also be used to sense specific conditions. As soon as EMS systems emerged, DENSO Ceramics Division recognised the opportunity to develop sensors that convert oxygen concentrations in gasses into an electric voltage. Zirconium dioxide has the ability to do this when heated over 400 degrees centigrade. DENSO was one of the first

manufacturers worldwide to develop and produce such sensors, exclusively for the OE business.

Because this type of sensor offered great reliability and accuracy, vehicle manufacturers were able to offer a wider range of engine configurations for specific market demands. Soon, lambda sensors were a standard part of the EMS system.

Since those early years, improvements have been made to activate the sensor faster in order to generally quicken the

Actuators

• Ignition coil• Injector• Throttle motor• EGR Valve• Fuel Pump etc.

Sensors

• Mass Airflow Sensor• Water temperature sensor• O2 sensor• Knock sensor etc.

EMS(Engine Management System)

EngineECU

Engine

Optimal control of actuators

Engine condition information

Engine control Engine information

detection

• Several sensors monitor critical processes in and around the engine, and provide signals to the engine Electronic Control Unit (ECU).

• The ECU processes the information and based on programmed rules decides which actions to take.

• Several actuators receive instructions from the ECU to adjust certain parameters (for example the injection timing, EGR valve aperture, ignition advance angle, fuel pump pressure, etc).

• The result of this is again monitored by the sensors, and a closed control loop is realised.

• Modern vehicles use multiple ECUs, and EMS is integrated in the overall vehicle electronic system. This system allows communication between several ECUs (e.g. for infotainment, safety or air-conditioning).

• EMS systems are still developing into ever-more efficient systems, with the further advancement of sensors, computers and actuators.

• Newer and more efficient propulsion systems mean more sophisticated EMS systems and newer generation types, such as the hybrid system.

How EMS systems work: A technical overview


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 common failure reasons are contamination

and thermal shock. To ensure a long lifetime, DENSO sensors benefit from unique protective measures, such as their coating treatments, double element covers and customised element cover designs.

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, Renault and Ford.

1976: First applications (Volvo)

1977: DENSO develops single wire O2 sensor

1982: O2 sensor with heater

1984: Lean mixture sensors

1996: 1st generation A/F sensors (thimble design) 1999: 2nd generation A/F sensors (planar)

2000: Planar O2 sensor

2004: 3rd generation of A/F sensors

2007: 4th generation of A/F sensors (PLUS 5)

2013: 5th generation A/F sensors (PLUS 6)

EURO 6EURO 5EURO 4EURO 3EURO 2EURO 1

1970 1980 1990 2000‘77 ‘82 ‘84 ‘96 ‘04 ‘07 ‘13

2010 2020

Emission regulations: Multiple nation laws

Get ready! The latest DENSO Lambda Sensors range expansion DENSO Europe will 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.

> DENSO Lambda Sensors feature pioneering sensor technologies that help cars to burn fuel more efficiently and produce fewer emissions.

> Lambda Sensors offer the aftermarket optimised efficiency and environmental performance.

Lambda sensors: A historic overview


DENSO Europe’s Aftermarket Business Unit has added 20 new Alternators and 12 new Starters to its rotating range, which are available now to its independent aftermarket customers. The new numbers cover an extensive list of makes and applications, including Toyota, BMW, Fiat, Peugeot, Citroën, VW, Jaguar, Land Rover and Audi.

Selected as original equipment by car makers worldwide, the range extension makes the advanced design, OE quality and powerful performance of DENSO’s rotating machines even more accessible to the aftermarket.

Unlike many other brands, the company’s programme of replacement Starters and Alternators offers OE specification, completely new parts, with no remanufactured units – bringing the added customer convenience of no core surcharge or returns. Furthermore, every machine is subjected to DENSO’s rigorous manufacturing and testing processes, to ensure they meet the highest standards of fit and performance.

The new applications cover both new and existing part numbers in the extensive aftermarket programme.

The latest Starters and Alternators range extension

> The latest expansion for DENSO’s Starters range covers over 1,272 unique applications.

> DENSO’s programme now includes 217 Alternator part numbers.

It’s here!

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


In total DENSO’s programme now includes 217 Alternator part numbers and 1,447 unique OE references covering 1,859 unique applications; and 73 Starter part numbers with 554 unique OE cross references covering over 1,272 unique applications.

“These new references demonstrate our commitment to providing premium quality parts in our widest ever range of Starters and Alternators to the independent automotive aftermarket,” said Kayacan Aya, DENSO Europe Application Engineer. “Distributors can now offer their customers an even wider selection of the

world’s most advanced rotating machines, manufactured by the leading pioneers of advanced Starter and Alternator technology for cars, motorcycles and commercial vehicles.”

> Replacement DENSO Starters and Alternators offer OE specification, completely new parts, with no remanufactured units.

The new applicationsNew vehicle applications covered by the latest DENSO Aftermarket Starters & Alternators range extension include:

Starters:• Audi A4 (8K, B8), A5 (8T, 8F), Q5

(8R), A6 (4G, C7), A7 (4GA), A8 (4H)

• Mercedes A-Class (W176), B-Class (W246), GLA (X156), CLA (C117)

• Land Rover Range Rover II, III, Sport, Evoque

• Toyota Land Cruiser / Prado, Auris (06-), Corolla (06-), RAV 4 III (05-)

• Jaguar XF, XJ

• Toyota Yaris (05-) & (10-)

Alternators:• 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-)

• Toyota Camry (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-)

Coming soon… the new Starters & Alternators 2015 catalogue 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 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 over 3,131 unique applications.

Find out moreFurther details of DENSO Aftermarket’s expanded Starters & Alternators programme are available online at www.denso-am.eu, in TecDoc or from your local DENSO Aftermarket sales contact.


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.

• The programme is currently available in various brand permeations across 10 countries: (Austria, Belgium, Czech Republic, France, Germany, Netherlands, United Kingdom, Poland, Portugal and Spain).

The multi-partner loyalty programme for independent aftermarket garages beat global brands such as Heineken, L’Oreal, Imperial Tobacco and Vodafone to win the coveted title. A member of the jury, who presented the Loyalty Award, explained: “The B2B category was hard fought and the quality of entrants extremely high. It is difficult to resonate with customers and achieve loyalty in the B2B environment, but automotive Diamonds has clearly demonstrated that by thinking laterally, this can be achieved.”

Accepting the award on behalf of all programme partners, Bahar Sabet, European Communications Manager at TRW Aftermarket said: “Thousands of new

garages join every month and then benefit by being rewarded for buying the quality product they have always bought. It’s a win-win situation.”

Hedy Borreman, DENSO Aftermarket’s Marketing Manager Communication, commented: “Since DENSO became a partner in 2014, the response we’ve seen to automotive Diamonds from garages so far has been very positive. We genuinely believe in rewarding customers for their loyalty in choosing DENSO’s products, and this is an extremely effective way of supporting them and their teams. We are very proud to be part of such a successful, award-winning loyalty programme aimed at rewarding our customers.”

All garages and workshops need to do is collect labels from DENSO and automotive Diamonds Partner products and return them, to be rewarded with ‘Diamond’ credits. These can then be exchanged for rewards ranging from workshop equipment and technology products to household items.

The programme is currently operational in the following countries, under varying brand combinations: Austria, Belgium, Czech Republic, France, Germany, Netherlands, United Kingdom, Poland, Portugal and Spain.

automotive Diamonds named B2B Loyalty Programme 2015

Find out moreFor full details, including how to join and start collecting ‘Diamonds’, visit: www.automotivediamonds.com.

automotive Diamonds, the aftermarket loyalty programme in which DENSO is a partner, has been named B2B Loyalty Programme of the Year at the prestigious Loyalty Awards 2015, held at Grosvenor House, London on 9th June.

> Hedy Borreman, DENSO Aftermarket’s Marketing Manager Communication (third from left), receiving the B2B Loyalty Programme of the Year Award on behalf of DENSO.


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 exhibits across Eastern Europe

DENSO has taken centre stage at a range of events and exhibitions during May and June in Poland, Bulgaria, Romania, Hungary and Croatia.

Its presence at the seven, well-attended events - encompassing both independent and customer shows - presented an ideal opportunity to showcase the

DENSO brand and its OE quality parts programmes to wholesalers, distributors and garage mechanics.

At five of the shows, visitors got the opportunity to see DENSO’s newly built modular booth, and experience DENSO’s exclusive touch games - ‘Tap Tap Spark’ and ‘Parts Twister’ - played on PC tablets.

> At the Inter Cars Expo, Croatia, visitors were treated to the art of body painting.

> 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.


EE region’s tradeshow highlights:

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.”

8th - 9th May: Autonet Mobility Show, Romania

Held in the newly built Polyvalent Hall, in Cluj Napoca, Romania, the exhibition is considered to be one of the most important automotive aftermarket events in the region. With over 3,500 visitors and more than 100 exhibitors in attendance, the show welcomed spare parts, accessories and service equipment manufacturers from all over the region.

29th - 30th May: Autonet Mobility Show, Hungary The second annual Autonet show in Budapest was attended by key parts manufacturers and service professionals, who came to learn about the latest developments in their field and to benefit from special promotions. Around 3,500 visitors attended.

23rd - 24th May: ProfiAuto Show, Poland

One of the biggest automotive events in Poland, the Katowice show attracted both professionals and a significant

number of motoring enthusiasts. More than 140 exhibitors and around 35,000 trade visitors attended the two day event. As a partner of the ‘automotive Diamonds’ aftermarket loyalty programme, DENSO also actively encouraged workshop owners to register on stand and discover the many benefits the programme offers.

30th May: Kosser Expo, Bulgaria

6,500 visitors attended this year’s Sofia-based show, an increase from 2014. As well as having the opportunity to gain expertise from DENSO’s team, mechanics got to test their skills with a game challenging them to disassemble a DENSO A/C Compressor in the quickest time.

6th - 7th June: AD Total Business Show, Romania The fourth ABTS exhibition in Bucharest welcomed over 34,000 visitors with over 120 exhibitors participating and is one of the largest shows in Romania, at more than 35,000 square metres. Visitors had the opportunity to attend technical

demonstrations, training, contests and vintage car displays, as well as take part in the various types of entertainment on offer.

6th June: Inter Cars Expo, Croatia

The DENSO booth was one of the busiest at the show, which saw over 3,000 people attending the sixth Inter Cars Expo event in Zagreb. Among other attractions on the stand, visitors were treated to the art of body painting!

12th - 14th June: Tech-Co Home Fair, Bulgaria

The second fair at the Inter Expo Centre in Sofia attracted 59 stands; twice as many as last year. There was also a 30% increase in visitors from last year’s show, with more than 5,800 attendees gaining technical insight and updating their knowledge on the latest trends within the automotive industry.

> On the stand at Autonet Mobility Show, Hungary.

> Over 1,600 gaming enthusiasts registered to play ‘Tap Tap Spark’ and ‘Parts Twister’ in stand at some of the shows.


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 goes to Hollywood

DENSO Robotics provided three robots for the motion picture, deemed as the epic follow-up to the biggest ‘Super Hero’ movie of all time. Two VS 050 and one VS 087 robots feature in a dramatic, turning-point scene set in the futuristic medical lab of Dr. Helen Cho (played by Claudia Kim), a geneticist helping the Avengers.

“For this scene, we were not looking for industrial robots that would have fitted Stark’s lab, but rather for medical ones”, explains movie set designer Richard Roberts, one of the world’s leading sci-fi and fantasy set decorators. “After some research we found images of DENSO robots, which had the right white colour and high-tech design we were looking for. We wanted to show the cutting-edge

technology in Dr. Cho’s lab – and the robots reflect that image. The DENSO robots definitely had the best look suiting the existing set design.”

The robots can be seen in the lab scene, when the Avengers are trying to stop Ultron. In the lab, Ultron attempts to force Dr. Cho into creating a physical body for him by applying her synthetic-tissue technology. Eventually, Ultron’s plan for human extinction is revealed, and the fight against Ultron begins while the robots’ movements can be seen in the background and also during a fascinating close-up.

The filming of the actual scene took place over three days last year near London.

The robots were loaned to the production by DENSO Robotics, and a DENSO service representative was on site programming the robots in PacScript to perform regular pick-and-place functions with several position variables, which were easily obtained by using the functions within the controller. The robots then acted as if in a lab, moving test tubes (the two VS 050s) and a laser probe used on some tissue in the lab (VS 087). The robots used on the set are part of the latest line of vertical robot arms in combination with DENSO’s latest model controller, the RC8.

> DENSO Robotics loaned three robots for Marvel Studio’s latest release ‘Avengers: Age of Ultron’.


“The integration of the robots into the set was done manually and very easy, also thanks to the quick delivery and excellent DENSO service”, says Roberts.

Though they were not technically integrated with their software into the movie production technology, the set designers created custom-built work benches in order to accommodate the robots and then integrated them into the overall stage design.

Roberts, who shares a special fascination with robots, explains why they have become a popular feature in many

books, comics and movies. “I believe this goes back to our childhood, when robots were still science-fiction – now they are suddenly part of our reality. It also fascinates that they copy human movements, both in production lines and in medical labs, for example, and perform amazing things. They really have come to life.” The set designer said he would use DENSO robots again in a movie with a contemporary or futuristic setting, fantasy or real.

For more information on Marvel’s ‘Avengers: Age of Ultron’, please visit www.marvel.com/movies.

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 entertainment companies, built on a proven library of more than 8,000 characters featured in a variety of media over seventy-five years. Marvel utilises its character franchises in entertainment, licensing and publishing. For more information visit marvel.com. © 2015 MARVEL

May we introduce…

Pavel Kalinov Joining DENSO as Assistant Sales Manager in June 2015, Pavel started his career in the automotive industry ten years ago with a focus on the distributor, and later gained vast experience at various global aftermarket manufacturers.

At DENSO Sales Russia, Pavel is responsible for supervising the team of regional sales representatives. As an active sports enthusiast, his hobbies include snowboarding and football. He also has a special interest in motorsport and technology.

Anton Schukin As Regional Sales Representative, Anton is responsible for sales in the region of Ural, Tyumen, KhMAD and Bashkiria.

He co-ordinates distributor sales to retail stores and garages, runs technical training sessions and supports customers with product, marketing and warranty

topics. Anton has worked in aftermarket sales since 2005, and like Pavel, he also brings a similar wealth of experience and knowledge to the team.

He devotes his spare time to his three daughters and has a passion for sports.

www.denso-am.eu

DENSO EUROPE B.V.Hogeweyselaan 165 | 1382 JL Weesp | The NetherlandsTel. +31 (0)294 - 493 493 | Fax. +31 (0)294 - 417 122

> Pavel Kalinov, Assistant Sales Manager DENSO Europe.

> Anton Schukin, Regional Sales Representative DENSO Europe.

A warm welcome to the latest new face to join the DENSO Europe Aftermarket team.

> The robots used on the set are part of the latest line of vertical robot arms in combination with DENSO’s latest model controller, the RC8.

Documents

Newsletter - denso-am.euE… · the new Starters & Alternators 2015 catalogue customers next month, both in print and online. As well as including full details of DENSO’s new range