Denso addresses education, quality control at AAPEX

(Oct. 31, 2007) More and more direct importers are tackling the tough issues of quality control and increasingly stringent safety standards in a climate that is growing hostile toward foreign goods. But when you have the engineering and manufacturing experience of a global corporation like DENSO, the quality of imported products is not a concern for consumers, says Richard Shiozaki, DENSO's senior vice president.

"We are a global company with experience building parts all over the world," he adds. "We stress the quality of our parts and are careful to maintain quality control from the development to the manufacturing phases of our products."

DENSO's commitment to quality is being highlighted through a new advertising campaign that is due to roll out in 2008. The company, once known exclusively for its state-of-the-art spark plugs, is pushing to make professional technicians aware of its other product offerings while stressing the OE heritage that allows them to manufacture these products for the aftermarket with OE quality form, fit and function in mind.

"We've trademarked the phrase 'first-time fit,'" says Larry Fidance, the company's marketing manager, who explains that this marketing strategy was created in response to concerns from professional installers, who want to be able to purchase quality products.

Shiozaki also stressed the company's commitment to the education of professional installers.DENSO currently offers technicians the opportunity to take several eight-hour classes taught by professional trainers in what Shiozaki calls a "classroom of peers." Many of the classes offered cover topics such as hybrid vehicles, diagnostic tools and engine performance training for specific makes and models. The company also offers detailed instruction manuals and handbooks for technicians, and predicts that more information and technical tips will eventually be available on its Web site.

Although the company did not reveal any new products at this year's show, Shiozaki did tell Aftermarket Business that DENSO is looking ahead and hoping to bring new products to market soon.

"Our OE heritage will help us introduce new products when the time comes," he says. "Professional installers can distinguish an OE part from a DENSO part, and are happy to know these parts are available in the aftermarket from a traditional distributor."