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Denso Becomes Number One Light-Duty Auto Supplier Worldwide

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On: Mon, Jun 14, 2010 at 11:26AM | By: John Welch


Denso Becomes Number One Light-Duty Auto Supplier Worldwide

Most Americans recognize Denso as a spark-plug manufacturer. Spark plugs that are expensive, but throw solid spark for millenia. Bosch, on the other hand, Americans are a little more familiar with. While also manufacturing spark plugs, we have seen their wiper blades and wastegates and electronic compnents for years. Denso Corp. does everything Bosch GmbH does and, if sales numbers count for anything,  they do these things better then Bosch. In 2009, Bosch's global sales to automakers fell 24 percent to $25.62 billion. Denso's fiscal-year sales rose 3 percent to $28.73 billion. Boo-yah, game, set, match.

Not so fast! What about the wacky Japanese April-March fiscal year? Huh? Under this thoroughly convienient fiscal time table, sales figures exclude the depressed first three months of 2009 and include the early 2010 rebound. Bosch contends that if it were operating on the same namby-pamby fiscal year it would have posted sales of $28.80 billion, beating Denso's $28.73 billion.

This situation gets even murkier. Toyota owns 23 percent of Denso, but arch-rival Bosch owns 5 percent! They manufacter similar products, as well. To go with spark-plugs, Denso makes fuel systems, radiators, air conditioners, and electronics. Bosch also produces electronics, brakes, chassis systems, motors, navigation systems, and other parts. Denso has been number two in sales behind Bosch for the last four years.

Denso Corp. isn't confused about its standing in the supplier market. "There are still some very, very strong competitors out there, and they're going to come back," says Terry Helgesen, senior vice president for sales and marketing at Denso International America Inc. "We've been fortunate to have a broad customer base and a broad product portfolio."

Suppliers provided most of the data for the ranking. Some companies' sales were estimated. The numbers do not include non-automotive, aftermarket, or heavy-duty truck sales. Sales are in dollars, translated when necessary from other currencies.

Dueling Commercials anyone?

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