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Shaping the future with Diversity as One DENSO Europe

In 1973 DENSO established its first European headquarters, DENSO Europe, in the Netherlands. Back in 1970, DENSO realized that in order to become a global player in the automotive industry, it would be very important to establish a business foothold here in Europe, where many of the world's leading automakers and major competitors in the automotive technology field were located.

During this period, the Muskie Clean Air Act was introduced in the United States, requiring all automakers looking to enter the US market to fit air pumps in their vehicles. With the requirement in place, DENSO entered into its first trade agreement with Porsche, followed shortly by similar agreements with other European automakers. European automakers recognized DENSO's air pumps as an essential component for compliance with the Clean Air Act. This was an important steppingstone for DENSO’s expansion into Europe, and the first of many subsequent successes.

Following its establishment, DENSO Europe achieved remarkable business growth in the region. This success was due to our predecessors’ passionate desire to contribute to European customers and gain acceptance into European society, which prompted them to expand their sales, production, technology development, and other functional capabilities while utilizing the capabilities of other companies to promote collaboration and business growth. The strategic evolution of expanding our own functions while collaborating in parallel with companies in the same industry has been a growth driver in Europe, particularly in our thermal business, in which Robert Bosch was not involved. As of April 2024, DENSO's European business and operations have expanded to 36 companies across 15 countries with more than 14,000 associates.

The strength of DENSO Europe can be attributed to our diverse clientele, and the various functional, national, cultural and experiential backgrounds of our associates. This diversity of our clients and associates is a strength that is unique to this region. Over the years, DENSO Europe has achieved and sustained competitiveness by developing the discipline to meet the strict requirements and high expectations of our various customers. To meet these expectations, our diverse human resources have grown by building up their own experiences and demonstrating their individual abilities. At the same time, we have maintained a sense of unity as a region and overcome various crises as One DENSO Europe.

In the early 2000s, to rid ourselves of deficit management, the entire region worked together to implement turnaround activities and improve profitability. During the global financial crisis of 2008, we collaborated to address economic challenges while protecting jobs. In 2020 and throughout the COVID-19 pandemic, we relied on strong leadership, work style reform, and new communication methods to overcome challenges and adapt to ‘the new normal’. These efforts were further reinforced by Reborn 21, our regional campaign to foster organizational transformation.

In line with our Second Founding, DENSO is transforming its business portfolio and creating new value. At a time when there are no right answers to an uncertain future, I believe that the diversity of our customers and associates in Europe will help us to survive and grow anew in the next era. It is our responsibility to leverage the diversity in Europe as an engine for growth and to pass this strength on to the next generation.

In this introduction to our European regional history, I have tried to describe how our predecessors and colleagues have demonstrated the DENSO Spirit in various aspects, how they have created new value and achieved customer recognition, and how they have contributed to European society. I hope readers will gain a deeper understanding of the DENSO Spirit in Europe.

Finally, I would like to express my sincere gratitude to our predecessors and colleagues here in DENSO Europe and give a shout of encouragement to the next generation of associates. Let's leverage diversity as our strength and move forward together to achieve further growth!