DENSO on the double at Auto Trade EXPO

DENSO is celebrating a double win at this year’s Auto Trade EXPO with a Best Innovation Award and Best Stand Award.

The aftermarket car parts manufacturer won both accolades at the trade show, held at Citywest Conference Centre, Dublin last weekend.


The Best Innovation Award was awarded to DENSO’s new Iridium TT Spark Plug – the latest in a long line of world-first technology innovations from the company. The unique spark plug technology combines the world’s smallest diameter centre electrode, at 0.4mm, with a needle-like 0.7mm platinum ground electrode. It also has a lifetime of up to 120,000km, more than three times that of standard nickel plugs.

The DENSO Iridium TT will be officially launched early next month, in conjunction with its Track 2 Track (T2T) campaign trip. This special event will see two drivers race from Moscow to the UK, visiting some of the world’s renowned racing venues including current race tracks and ex-F1 circuits along the way. The 3,000km journey will not only test the Iridium TT’s lifespan, but also reflect DENSO’s own rich motorsport heritage and its continuing commitment to offer innovative performance products to the aftermarket, both in the UK and Europe.

The Best Stand Award follows what has been a particularly successful second Auto Trade EXPO for DENSO. Customers who visited the award-winning stand were able to catch a glimpse of the company’s world-leading, Original Equipment product and parts programmes including Spark Plugs, Glow Plugs, Engine Management Systems, Rotating Electrics, Cabin Air Filters, Starters & Alternators and Thermal Systems. There were also cut-away product samples and the opportunity to see DENSO’s thermal technology first hand, thanks to a ‘live’ working A/C Compressor.

“It is extremely rewarding that Auto Trade EXPO has acknowledged our achievements and we are delighted to accept both awards”, said Fatiha Laauich, Marketing Executive Aftermarket UK & IE. “It confirms DENSO as a leading pioneer in automotive technologies, particularly in the field of spark plugs, where we have been responsible for several world firsts. In particular, this recognition has served as a significant boost ahead of the Iridium TT launch.”