Hello. My Name is DENSO.
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As published in Vision, Volume 2 Issue 2, DENSO International America associates in Southfield, Michigan take their first look at the new North American headquarters outdoor sign.
On July 1, 1996, Nippondenso companies in North America became “DENSO” companies as part of a worldwide company name change. Nippondenso Co., Ltd., our worldwide headquarters in Kariya, Japan, would later change its corporate name to DENSO Corporation on October 1, 1996.
At the time, President Akira “Andy” Kataoka of DENSO International America (DIAM) – the company’s North American headquarters in Southfield, Michigan - explained why the corporate name was changed.
“Our former name, ‘Nippondenso,’ represents our parent company’s original business of supplying electrical components to automobile manufacturers in Japan,” he said.
“Today, however, DENSO supplies components to nearly every major motor vehicle manufacturer in the world and employs 64,000 associates (consolidated) in 22 countries. This change in our corporate identity reflects DENSO’s continuing efforts to create a corporate profile that takes an active role in the automotive industry and gains the trust of our global customers,” he continued.
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Nippondenso President Okabe (second from left) and Chairman Ishimaru (second from right) unveil the new DENSO name on the main Nippondenso building in Japan on October 1, 1996.
DENSO expanded its applications from electric automotive products to component systems in electronic-related fields, including electronic fuel injection systems, antilock brake systems and airbag systems. Non-automotive products include factory automation mechanics, mobile multimedia products and cellular products.
| Former Name | New Name | Initials |
| Nippondenso America, Inc. | DENSO International America, Inc. | DIAM |
| Nippondenso Canada, Ltd. | DENSO Sales Canada, Inc. | DSCN |
| Nippondenso of Los Angeles, Inc. | DENSO Sales California, Inc. | DSCA* |
| Nippondenso Manufacturing U.S.A., Inc. | DENSO Manufacturing Michigan, Inc. | DMMI |
| Nippondenso Tennessee, Inc. | DENSO Manufacturing Tennessee, Inc. | DMTN |
| Nippondenso Mexico, S.A. de C.V. | DENSO Mexico S.A. DE C.V. | DNMX |
*Now known as DPAM – DENSO Products and Services Americas
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A new DENSO logo was unveiled in 1996 with both a Basic and Echo version to signify the global reach of the company.
New DENSO Logo Unveiled
In addition to the new name, logos in two new forms were published. The Basic Form was used on products, packages, product catalogs, invoices and advertising. The Echo Version represented the company’s international name, echoing around the world, and was used on business cards, letterheads, envelopes, cars and trucks.
Carre Noir, a design firm headquartered in Paris, France, designed the new logo. The company’s most well-known designs were French President Mitterand’s Coat of Arms seal, the French currency and the emblem of Twinings of London Tea.
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Yolanda McGee was featured on the front page of Vision Volume 33 to roll out the new Crafting the Core brand across North America.
Crafting the Core Unveiled
In 2017, DENSO Corporation further enhanced its brand with the new slogan “Crafting the Core.” Said by then-Global President and CEO Koji Arima at the time, DENSO “crafted the cores of various technologies and shared them with the world by exercising the DENSO Spirit of foresight, credibility and collaboration.”
For DENSO to continue evolving, then-President Arima stressed the importance of contributing to the safety, security and happiness of people everywhere. And DENSO associates are the core of everything the company does. Their unwavering commitment to quality and safety is at the core of our products and our communities, and the company continues to build on our passion of craftsmanship and innovation to create a better world for the next generation.