DENSO Creed

DENSO was established as a separate spin-off corporation from Toyota Motor Corporation on December 16, 1949. By 1956, when the hardships of independence had been overcome, 40% of the company’s then 1,450 employees were new recruits who were therefore unaware of its founding spirit. The company therefore adopted DENSO Creed in the belief that company-wide unification of will was essential for its further development.
DENSO Creed is a clear statement of the company’s raison d'etre in society and how its employees should conduct themselves.

“Be trustworthy and responsible.”

Trust is born from deep and heartfelt communication between people as they interact and sometimes clash with each other. It takes time to build and constant efforts to maintain, and can be lost in an instant at even the slightest hint of hubris. In the words of Torao Hayashi, the company’s first president, “Trust is like air; usually we don’t notice it, but it’s truly a formidable force.” Showing responsibility means demonstrating by our actions that we are committed to getting something done. We must never forget that DENSO exists today because our predecessors were acutely aware of their responsibility and made great efforts to earn the trust of society. It is because each and every employee has valued trust and fulfilled their responsibilities that DENSO has earned such trust to this day. Recognizing that the trust built up over time is what sustains our company, let’s keep a strong sense of responsibility to meet the expectations of society and our customers.

“Cherish modesty, sincerity, and cooperation.”

To be free from pretense means to follow the kind of pure and natural feelings that make us proud as people, rather than getting caught up in outward appearances, vanity, personal feelings, or self-interest. Cooperating means to be sincerely mindful and to support others without hesitation. Also, being truly sincere means to treat all people and things with sincerity. As Torao Hayashi said, “Communicating and cooperating wholeheartedly and sincerely with others enables us to build a long-lasting relationship with them. At the core of this, we must have an attitude and commitment to face and resolve all matters with sincerity, always with others in mind.”
Rather than being concerned about superficial appearances, let’s strive to build long-lasting and precious interpersonal relations through sincere cooperation and honesty.

“Be pioneering, innovative, and creative.”

Being innovative and creative means to constantly study and invent, and accumulating exploration and research to do so. According to Torao Hayashi, “We tend to think of this as a problem for our researchers and designers, and of course it is, but all our employees, including office and manufacturing personnel, need to analyze their own work by asking themselves, ‘Is this good enough? There must be a better way.’ They must critique their own work and strive for progress.”
To be pioneering is to always think ahead, to lead the way in contributing to society, and to have a spirit of opening up new paths for oneself. By looking to the future, evolving with the changing times and customer needs, and taking one step forward at a time, we can be the ones who lead the way.
Let’s constantly research and strive to create new things by ourselves, looking to the future and anticipating changes in the times in order to implement our initiatives.

“Provide quality products and services.”

This means facing every challenge in a changing society and every customer sincerely and without hesitation, always trying our best to bring a smile to the customer’s face.
Providing services to society means taking a market-in approach of providing what customers want, rather than a product-out approach of making and selling what we ourselves think is good.
Let’s meet our customers’ expectations and continue to provide new value.