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Edd China helps pull-in visitors to DENSO stand at Automechanika Birmingham 2019


DENSO has hailed the impact of Edd China after his presence on the DENSO stand helped attract a heavy footfall. Visitors queued to have their photo with Edd and receive a signed DENSO baseball cap. It proved an inspired move, as it also allowed DENSO to update technicians and distributors about its range of products and tools.

Undoubtedly, Edd was the star of the show, where he shared stories with visitors, including one of how he built a fully-electric ice cream van with the help of DENSO air conditioning components. His presence encouraged visitors to spend additional time on the DENSO stand, with both the Buildbase Suzuki motorbike, which races in the British Superbike Championship and is fitted with DENSO Iridium Racing spark plugs, and the e-Videns vehicle inspection tool proving popular.


It allowed DENSO’s technical team, including Assistant Manager, Mike Sadler, to explain the technology behind the tool, designed to instil customer confidence in the processes and abilities of the workshop, as well as update visitors about the new ‘reset option’. The solution now features options for service interval and diagnostic trouble code resets. Crucially, the update allows technicians to access the same reset functions available with original equipment (OE) tools, eradicating the need to switch to other reset equipment.


In addition, visitors were impressed with the fact the tool has the capacity to evolve with the future; automatic software updates mean the tool is never obsolete.


Mike held a seminar in the Technical Talks theatre, where he spoke at length about enhancing workshop productivity and performance. During a 30-minute presentation, he demonstrated how an effective vehicle inspection not only guarantees workshops deliver the best customer service they can but also maximises their profit potential.


DENSO’s Assistant Project Manager Aftermarket, Fatiha Laauich, said: “We were thrilled with the impact Edd had on our stand. With the amount of people keen to meet him, it also presented us with a tremendous opportunity to showcase our broad range of OE components and, of course, the e-Videns tool.


“We received excellent feedback from visitors about the professional look of our stand, and that the branding and style was in-keeping with the prestigious DENSO brand.”


About Us

  • About DENSO Corporation

DENSO Corporation, headquartered in Kariya, Aichi prefecture, Japan, is a leading global automotive supplier of advanced technology, systems and components in the areas of thermal, powertrain control, electronics and information and safety. Its customers include all the world's major carmakers. Worldwide, the company has 220 subsidiaries and affiliates in 35 countries and regions (including Japan) and employs nearly 170,000 people. DENSO common stock is traded on the Tokyo and Nagoya stock exchanges. For more information, go to www.denso.com/global/en, or visit our media website at www.denso.com/global/en/news/media-center.


  • About DENSO Europe B.V.

DENSO Europe B.V. – the subsidiary in the Netherlands and the European Headquarters of DENSO Corporation – is based in Weesp, the Netherlands and was DENSO’s first European office, set up in 1973. Including both OE and aftermarket activities, DENSO Europe now has a total of 18 manufacturing sites and seven sales offices across Europe with almost 14,000 European employees. DENSO Europe has engineering laboratories and testing centres in Germany, the United Kingdom, Italy and Sweden where engineers carry out intensive research into new technologies prior to their market launch. For more information visit www.denso.com.


  • About DENSO Europe B.V.’s Business Unit After Market

DENSO Europe B.V.’s dedicated After Market and Industrial Solutions Business Unit supplies a continually expanding selection of OE quality parts programmes to aftermarket distributors, wholesalers and garages, including: Engine Management Systems (Mass Air Flow Sensors, MAP Sensors, Camshaft Position Sensors, Crankshaft Position Sensors, Exhaust Gas Recirculation Valves, Fuel Pumps, Exhaust Gas Temperature Sensors and Ignition Coils); Thermal Systems (A/C Compressors, Receiver Driers, Pressure Switches, Expansion Valves, Evaporators, Actuators and Resistors); Engine Cooling (Cooling Radiators, Oil Coolers, Heater Cores, Condensers, Intercoolers, Cooling Fans and Cabin Blower Fans); Cabin Air Filters; Spark Plugs; Glow Plugs; Wiper Blades; Starters and Alternators; Lambda Sensors; and Diesel Components (including Common Rail Fuel Injection Pumps, Common Rail Injectors, Fuel Filters and Suction Control Valves). Sales of these programmes are coordinated locally wherever possible. DENSO’s growing European sales network includes national aftermarket sales offices in Germany, the United Kingdom, Italy, Spain, France and Russia; and local sales representatives in a number of other European countries. DENSO After Market also applies its knowledge of automotive electronics technology to develop a diverse range of non-automotive industrial solutions; including Robotics and custom-made bus air-conditioning systems.