Contact: Dan Alf
(310) 513-7353
dan_alf@denso-diam.com

FOR IMMEDIATE RELEASE
November 2, 2005


DENSO Receives 2005 Frost & Sullivan Award for 
Market Penetration Leadership of Oxygen Sensor Product Line


LAS VEGAS, Nev. Ð DENSO Sales California, Inc. received the 2005 Market Penetration Leadership 
award from Frost & Sullivan for exceptional marketing of the North American oxygen sensor product line. 
The award recognizes DENSOÕs success in penetrating the aftermarket as a premium brand supplier of 
oxygen sensors. 

Frost & Sullivan honored the companyÕs excellence in product innovation, marketing, and sales strategies 
that resulted in significant market gains, as well as DENSOÕs reputation for providing quality 
aftermarket automotive parts. 

Frost & Sullivan used specific criteria to determine the recipient of this award, including:
_ Competitive pricing strategies 
_ Strong sales force strategy 
_ Ability to establish brand awareness through promotional activities and advertising
_ Strategic alliances that expand customer base 
_ Product innovation


"We are pleased to be recognized by Frost & Sullivan," said Richard Shiozaki, senior vice president, 
DENSO Sales California, Inc. "This award reflects the success we have been experiencing with our line of 
oxygen sensors, and is consistent with the comments we receive from our customers. We look forward to 
further supporting our customers with a product line that is successful and profitable for them." 


Ñ more  Ñ

Established in 1971 as the first overseas affiliate of the DENSO Corporation, DENSO Sales California, 
Inc., is an automotive components sales and distribution company that employs 220 people in Long 
Beach, Calif.  Sales for the fiscal year ended March 31, 2005 totaled US$544 million.  The companyÕs 
product lines include remanufactured automotive parts, HVAC components, ignition and under-hood 
products, and rotating electrical parts.  

DENSO Corporation, headquartered in Kariya, Aichi prefecture, Japan, is a leading global supplier of 
advanced technology, systems and components. Its customers include all the worldÕs major carmakers. 
Worldwide, the company employs 104,000 people in 31 countries and regions, including Japan. 
Consolidated global sales for the fiscal year ended March 31, 2005 totaled US$26.2 billion. DENSO 
common stock is traded on the Tokyo, Osaka and Nagoya stock exchanges. For more information, go to 
www.globaldenso.com. 

In the Americas, DENSO employs more than 15,000 people at 33 companies with consolidated sales 
totaling US$5.4 billion for the above fiscal year.

DENSO offers a wide variety of premium products for aftermarket use. For more information, call 1-888-
96-DENSO or visit www.densoaftermarket.com.
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