6. Taking First Time Fit® Brand To the Race Track
Aftermarket Partnerships, Marketing Drive Growth
With the goal of continuous expansion in a nation flush with automobiles, dealerships, service stations and auto-parts retailers, DENSO began its strategy in the U.S. by distributing an aftermarket air-conditioning option for buyers of Japanese cars. The plan was successful out of the gate.
As thirst for compact cars grew – it was 1971 and American drivers were starting to pay attention to gas prices and fuel economy – DENSO began the second phase of an aftermarket plan designed to leverage a nationwide network of parts distributors and meet growing demand for reliable parts.
Business boomed for this automotive category and by the late 1990s competition had increased with suppliers flooding the market with lower-quality and -cost products. DENSO Products and Service Americas (DPAM), with deep market knowledge, a core customer-first approach and manufacturing expertise responded with the First Time Fit® brand in 2001.
“We knew it was key to give the independent repair technician a product they could rely on,” said Fran Labun, who joined DPAM in 1982 and most recently retired as the company’s Vice President. “And we wanted to ensure we served the do-it-yourselfers, as well as the professional shops.”
Today, a network of more than 400 regional distributors nationwide and the top retail names in auto parts, including Advance, AutoZone, Carquest, NAPA, O’Reilly and Pep Boys, partner with DENSO to deliver original equipment quality parts via a reputable, industry-leading brand name.
Motorsports Partnerships
But in the automotive enthusiast world, a part without a motor and a motor without a race just doesn’t add up. DPAM knew this and began exploring motorsports sponsorship as an exciting and exhilarating way to demonstrate the First Time Fit® brand’s quality and performance while garnering local, regional and national exposure.
“DENSO’s first foray into racing began with motorcycles and its spark plug sales and continues to this day with a close partnership with the National Hot Rod Association (NHRA),” Labun shared. “We wanted to connect our products to our customers and the NHRA provided the best platform and racing experience. We were thrilled with our first event in Las Vegas, have sponsored races at the Indianapolis 500, and today have a new home in Sonoma, California.”
In 2018, working with the NHRA, DPAM created the “DENSO 200-Mile Club” for motorcycle dragsters trying to break, what was then, a speed record. Also, a popular driver from the NHRA BRAKES teen driving program has visited DENSO plants as part of an educational tour.
In short, said Labun, DENSO has used motorsports sponsorship as a platform for awareness, to thank loyal customers, host customer events and grow the business among all DPAM’s market segments.
Heavy-Duty Recreation
Finally, in the DPAM annals of customer partnerships and growth is the HD category, which at DENSO is any motor business not associated with the automotive industry.
“Fleetwood was a major manufacturer of recreational vehicles, and DENSO originally supplied them with a washer pump and reservoir, and later began designing and supplying full wiper systems. Eventually we developed a dashboard AC unit and then, finally, a full HVAC system for some of their vehicles, which required collaboration with the chassis supplier,” Labun said.
The business grew because DENSO started small with Fleetwood and gained their trust as capabilities increased. The growth continued with new business among other RV makers, most notably TIFFIN Motor Homes, to which DENSO is supplying its innovative AC dashboard system.
Labun credits a comprehensive sales, engineering, service and operations effort, in tandem with DENSO Manufacturing Michigan, Inc. (DMMI), for the remarkable business expansion, and notes the supplier awards from both Fleetwood and TIFFIN for outstanding service and quality, and systems support and expertise.