AAPEXÑFinal
Nov. 4, 2009
Richard Shiozaki
Senior Vice President
DENSO Sales California, Inc.

Good morning,

The governmentÕs Òcash-for-clunkersÓ program isnÕt the only success story weÕve 
seen in the automotive industry lately.

With a greater number of consumers keeping their cars longer, the need for 
vehicle repairs and replacement parts has gone up.

ThatÕs great news for the aftermarket.

Last year, DENSO Sales California posted gains of more than 20 percent in its 
aftermarket sales division.

Our sales team brought in 83 new accounts.

ThatÕs a 71 percent increase from the previous year.

With the introduction of hundreds of new part numbers, our First Time Fit¨ 
product lines now provide greater coverage for all major vehicle manufacturersÑ 
both imports and domestics.

We are studying several new products, and we expect customer expansion to 
continue.

Earlier this year, DENSO Sales California launched two new productsÑfuel 
injectors and the Platinum TT spark plug, bringing our First Time Fit brand of 
aftermarket products to 15.
 
Our new fuel injectors meet some of the lowest emission standards in the U.S., 
while our TT spark plug, with unique twin-tip design, offers powerful and fuel-
efficient combustion.

We have more to say about other, exciting new aftermarket productsÑwhich 
today can be purchased at thousands of outlets in North America.

And, weÕll bring you up to speed on our expanding technician-service program 
that complements our goals to provide excellent service along with quality parts.

First, I want to let you know that our company is celebrating its 60th. Anniversary 
next month.

Six decades of supplying quality parts, components and technology to the 
industry.

With that many years of experience, we are continuously finding innovative 
solutions for vehicle improvements.

All of our aftermarket products are built to original equipment standards and 
incorporate the latest technological advances.

As a result, DENSO First Time Fit¨ components provide the professional 
technician with quality products resulting in one of the lowest return rates in the 
industry!

This past year, despite a downturn in the auto business worldwide, DENSO is 
expanding across the world. Most recently we opened an aftermarket sales 
company in Russia, which began operations last month.

Today, DENSO operates in 32 countries and regions and employs more than 
120,000 people globally.

In May, we made headlines when DENSO introduced the worldÕs first passenger-
vehicle air conditioning system that uses ejector technology. 

The ejector, which is a small refrigerant injector, contributes to an overall 
reduction in power use, while producing environmental benefits. The system is 
featured on ToyotaÕs new Prius.

Last year, DENSO launched the worldÕs first permanently engaged starter for idle 
stop and start systems. With a permanent connection to the engine, the starter 
contributes to 3 percent improvement in fuel consumption, and quicker and 
quieter idle starts.

As government has issued tougher rules for emissions and mileage, weÕre 
continuing to put more of our development efforts on improving fuel efficiencies 
and reducing CO2 and other greenhouse gases.

Our technology presence is everywhere. DENSO products and systems are 
installed on all major car brands across the globe.

This summer, Ford added DENSO to its preferred supplier program, a list that 
includes only 82 members. 

The new Chrysler-Fiat arrangement means more business opportunity for DENSO, 
including a recent deal to supply compressors, HVAC units and climate control 
panels on the Fiat 500, which will be produced in North America in 2011.

And earlier this year, General Motors, for a 12th time, named DENSO a Supplier of 
the Year.

As mentioned, earlier this year we introduced the Platinum TT spark plug. It 
originates from DENSOÕs latest OE technology, offering a twin-tip design to the 
aftermarket.

The additional tip on the ground electrode results in less spark interference. This 
means better ignitability for a more powerful and fuel-efficient combustion.

Better mileage, more power and faster starts is what consumers want.

Reducing carbon emissions is what the world needs.

The new Platinum TT spark plug was introduced earlier this year with Advance 
Auto Parts and has been a huge success.

In the first six months, we have sold 1 nearly million TT spark plugs. With our 
new TV and radio ads, early sales have been even better than we expected.

If you didnÕt know this already, DENSO is the largest supplier of A/C compressors 
in the world.

Now, weÕre offering the aftermarket some of our high-quality A/C compressors 
completely factory new. Our customers asked for this, we heard them, and we 
delivered.

WeÕve released 200 part numbers for our factory-new compressor, providing 85 
percent coverage on both domestic and imports.

Also new for 2010 is our ÒcorelessÓ program for DENSO remanufactured 
compressors. For certain part numbers, weÕve eliminated the charge for cores 
and? any costs associated with them. This makes purchasing remanufactured 
DENSO compressors more convenient and less expensive than before.  

Whether new or remanufactured, our compressors are built to meet their 
reputation for high output, extended reliability and reduced noise, vibration and 
harshness.

As I said a few moments ago, DENSO has introduced new fuel injectors to the 
market. Our new fuel injectors meet some of the lowest emission standards in the 
U.S.Ñincluding both Super Ultra Low Emissions Vehicle (SULEV) and Partial Zero 
Emissions Vehicles (PZEV). 

DENSOÕs advanced, fuel-injector technology boasts the highest dynamic range 
and the smallest droplet size of any fuel injector on the market.

With the fluctuating cost of gas these days, itÕs an advantage to get superior 
performance in a fuel injector that isnÕt too expensive and efficiently burns the 
fuel you buy. 

The DENSO injectorÕs finer fuel spray particles significantly reduce the amount of 
hydrocarbon in the exhaust gas.

While that gives the ozone a break, our fuel injector gives you absolute leading-
edge technology and economy.
Along with our fuel injectors, weÕve expanded our line of replacement fuel pumps 
for 38mm modules.
Our turbine technology delivers fuel with minimal pressure pulsation for quieter 
operation.
WeÕve also upgraded our fuel pump kit, which includes everything you need to 
replace the pump.
DENSO has been manufacturing relays for more than 50 years.

When buying a DENSO First Time Fit relay, you get peace of mind knowing 
DENSO engineered it to be reliable and long lasting. 

Our relays are designed with the shortest current path, making power 
consumption virtually nonexistent.

DENSO relays are more resistant to heat-shock and arcing because theyÕre 
engineered with a non-solder process.

Their precision-controlled contact force and self-adjusting air gap increase 
longevity of the internal parts.

This ensures consistent relay performance to nearly half a million cycles. 

With that kind of performance, our relays will most likely outlast the life of your 
car É and outlast the closest competitor by a minimum of 10 times more life 
cycles.

Is there anything more irritating than the sound of cheap wiper blades screeching 
across your windshield? 

Our new designer-style wiper blades with a sleek, aerodynamic design provide 
superior surface pressure for a smoother, cleaner swipe of your windshield.

No streaks, and no chatter.

They sit low on the windshield, making them less resistant to wind and rain.

No competitor has designed a blade this innovative.

Featuring a rugged, all-metal arm, and high-compression, graphite-coated rubber, theyÕll hold 
up to any kind of weather condition.

Our designer blades are easy to install, and we offer application coverage from 14 
to 28 inches.

DENSOÕs direct ignition coils continue to make a spark in the market.

With the addition of 17 new part numbers introduced for Toyota and another six 
for Honda, DENSO now provides 70 percent coverage for Toyota models and 
more than a third for Honda.

Our First Time Fit¨ ignition coils are the product of more than 30 years of world-
leading, engineering technology. 

In 1996, DENSO developed the worldÕs first stick coil that employed a cylindrical 
ignition coil. This completely eliminated the need for ignition wires.

Our superior testing and inspection process ensures the highest quality ignition 
coils that manufacturers have come to rely on.

This fall, weÕre introducing 126 new part numbers for DENSO glow plugs, 
extending coverage for Asian, European and domestic carmakers.

At the same time, weÕre increasing coverage with fewer part numbers. In fact, 
our top 10 movers now cover about 1,100 applications.

Our glow plugs feature faster heat-up times from 3 seconds, and extended post-
heating temperatures of up to 6 minutesÑfor lower emissions.

DENSOÕs glow plugs are competitively priced, and weÕve improved our part 
numbering system for easier use.

Earlier in our presentation, I referred to our Technical Training program, which 
supports those who work in automotive repair.

We introduced this program in 2006, offering our classroom-style seminars 
focusing on the professional technician.

Three years later, weÕve held more than 200 training seminars throughout the 
U.S.

Why are they so popular?

Real technicians Ð not sales guys Ð teach these seminars. 

With our programs, you get professional training without any of the sales pitch.

People whoÕve taken our seminars give us high marksÑa 97 percent satisfaction 
rating since we started!

Additionally, weÕve introduced the DENSO Parts Professional program, or DPP, 
which offers online technical information to professional technicians 24/7.

At this time, primarily OE information is available: 
¥	wiring diagrams 
¥	service bulletins 
¥	engine specs 
¥	and DENSO product information and specs.

Access to our database requires a yearly subscription.

You can visit the DPP web site at www.dendoaftermarket.com/support.

The aftermarket is becoming an increasingly important segment of DENSOÕs 
global product mix.

We would like to see the service parts business grow to at least 10 percent of 
DENSOÕs total North American sales by 2015.

Our aftermarket success is capturing more attention from industry organizations Ð 
just recently, one of the largest buying groups in the U.S. presented DENSO a 
third Original Equipment Supplier of the Year award.

With 60 years of business under our belt, DENSOÕs patented technology is 
expanding every year.

Currently, DENSO holds about 18,700 registered patents worldwide, including 
approximately 5,300 in the United States.

But weÕre just getting started.

DENSO has many bright minds across the world, so we donÕt plan on running out 
of quality ideas any time soon.

In designing and manufacturing auto components, innovation and quality are the 
hallmarks at DENSO since our companyÕs start in 1949.

While weÕve made many technology advances over these past six decades, one of 
our main challenges today is to improve cost while providing more value to our 
customers.

Whether youÕre a distributor, dealer, installer or end-user our aim is the same Ð 
meeting your needs with new and expanded premium products.

Thank you all for coming today. Now, if any of you have questions, IÕll try to 
answer them.


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