Building DENSO's Next 75 Years in North America

  • Scott Maeda Headshot

    Seiji "Scott" Maeda

Now that we have officially begun our Fiscal Year 2024, I am delighted that DENSO will celebrate 75 years in December.

When I joined the company in 1988, it was called Nippondenso and was mainly doing business in Japan. When I started halfway through our first 75 years, sales were less than one trillion yen.

It is amazing to reflect on our global growth. Each and every team member can take pride in the success we’ve cultivated for three quarters of a century.

Now it’s up to us to make the next 75 years just as successful, so we can leave a legacy for future generations.

A Courageous Decision

DENSO was the first major Japanese automotive supplier to set up a sales office in North America, before overseas automakers had established a strong footprint in this region. This was a courageous and pioneering decision by the leaders of DENSO. They recognized North America would be a critical region for the company’s continued growth and success.

The first sales office was established in Chicago in 1966, along with a subsidiary office in Los Angeles. In 1975, the sales office moved to Detroit, followed by DENSO’s first overseas production operations in Battle Creek in 1984, and its first overseas Technical Center at DENSO International America (DIAM), in Southfield, Michigan, in 1985.

And now, North America sales have exceeded one trillion yen.

DENSO Culture Will Guide Us

Our culture has contributed to our past achievements and will guide us toward future success:

  • DENSO Spirit

  • DENSO Creed

  • DENSO Management Principles

DENSO Spirit will be the anchor for our future, just as it was for our predecessors for the past 75 years.

  • DENSO Spirit Infographic
  • Foresight

    DENSO always has an eye on the future.

    In the late 1960s, we began to develop integrated circuits before any other company in the auto industry. We established a North American footprint before we were guaranteed success in the region. That because we have always had a vision for the future and the courage to bring that vision to reality.

    Michelangelo said, "The greater danger for most of us lies not in setting our aim too high and falling short, but in setting our aim too low and achieving our mark."

    If we are unknowingly taking the easy route, we must change it.

  • Credibility

    There are many companies that fail before reaching 75 years. The primary cause? A loss of trust from society and customers. DENSO has made many mistakes in its 75-year history. But when we set pride aside, consider our customers first, and humbly reflect on those mistakes, we grow and improve.

    That means responding quickly, sincerely, honestly and transparently after making a mistake. To that end, it is important to have an open atmosphere across the company. As a public institution, the company is supported by many stakeholders. We always need to remember the stakeholders and customers that put their trust in DENSO – including our associates.

  • Collaboration

    Collaboration is more than “teamwork.” It is open communication, across all levels, so that we deeply understand each other.

    Collaboration is human development—finding opportunities for associates to use their unique skills and experience. This diversity in thinking and expertise makes DENSO stronger.

    And finally, collaboration means sharing our visions and dreams and working beyond boundaries and positions so we can make great things happen together.

Transforming the Next 75 Years
We are in the midst of a monumental transformation in mobility, and no one can predict how the future will look.

But we can create the future we want to see through our imagination, ideas and talent.

Just like the pioneering predecessors before us who feared nothing, we must set our aim high and work together to build DENSO’s next 75 years with sincerity and determination.

    • Scott Sits in a chair speaking

      Meet Scott Maeda in 2008 as he is being interviewed for a local news article at DENSO Manufacturing, Michigan.

    • Scott Shakes Hands With an Associate

      Scott attending a retirement ceremony in 2009.

    • Scott sneaks into a a photo

      Scott sneaks into a photo as he helps assemble bags of food for a donation to a local food pantry in 2011.