1. Expansion of the thermal business

[3] Name change to DENSO DO BRASIL LTDA. (DNBR)

In June 1996, NDBC changed its name to DENSO DO BRASIL LTDA. (DNBR). The trigger for this move was a trademark conflict in Europe.
Specifically, the German company Denso Shemie GmbH, which holds the trademark rights to the Denso name in the European region, filed a complaint regarding the DENSO trademark and the English company name, NIPPONDENSO, that DENSO had used ever since its founding. Although it operates as a chemicals and industrial products manufacturer that manufactures and sells construction sealants, for example, Denso Shemie claimed that DENSO had infringed upon its trademark. This problem persisted until an agreement was reached with Denso Shemie in 1995.
Meanwhile, this was also a period during which DENSO had established the CI Committee within the DENSO Headquarters, and during which it had begun to create a new image for itself as a global company. As a result of reviewing company names suitable for DENSO as it made the jump to an international company in the lead-up to the 21st century, in October 1996 it did away with its former name of NIPPONDENSO and embarked on a new beginning as DENSO. In light of this situation, DENSO also implemented a change in its company name in Brazil ahead of that for DENSO Headquarters.
DENSO also removed the term “COMPRESSORES” from the company name because NDBC had already emerged as a system supplier that handled a wide range of air conditioner components, not just compressors. Following the change in its company name, the newly minted DNBR continued its success in doing business with almost every passenger car, truck, bus, and other automobile manufacturer in Brazil, and managed to secure a leading share of the air conditioner segment.