2024/11/18
Possessing mechanical, electrical and software technologies
As the only brake system supplier
Developing products that appeal to drivers' sensibilities
ADVICS Denso Brake Systems, Inc. is a brake system supplier that brings together the technologies of three companies: AISIN, Denso, and Sumitomo Electric Industries. We overcame these difficulties by working in unison, and we continue to grow as an unparalleled company that possesses both hardware (mechanical and electrical) and software technologies in the brake field, and a wide range of product lines that evolve the car.
Cultivating the spirit of manufacturing and technical capabilities through self-sufficiency
When we tackled the new technological developments required by the times, we were particular about self-sufficiency. Even when we first tried to develop Electric parking brake, which are now commonplace, we did not use actuators with a proven track record from other companies, but insisted on self-sufficiency from scratch, and despite the struggle, we accumulated technology and succeeded in in-house production. The spirit of manufacturing and technical capabilities we cultivated at that time are the origins of ADVICS and our pride.
Responding flexibly to modern needs with advanced control technology
Since 2011, the installation of ESC (Electronic Stability Control), also known as anti-skid devices, has become mandatory in Europe, the United States, and Japan, and as a result, we have been expanding our lineup of ESC modulator. This has prompted us to further expand our business scale with our own control technology. Furthermore, in recent years, the demand for electric vehicles such as BEVs, PHEVs, and HEVs has increased due to changes in society's attitude toward environmental issues and changes in user awareness, and the adoption of Cooperative regenerative braking system efficiently recover kinetic energy during deceleration has expanded. Here too, the technology and experience we developed with Toyota Motor Corporation's Prius, aiming for the world's best fuel efficiency, has been of great help.
Changing cars in pursuit of future safety, comfort, and convenience
Currently, in the midst of a once-in-a-century revolution, autonomous driving and electric vehicles are being put into practical use around the world, and brake systems are required to have higher performance and precision. We are striving to develop brake systems that contribute to greater safety, comfort, and convenience by pursuing integrated vehicle control that controls "running," "turning," and "stopping" at a high level. Technology that uses the power of software to stop smoothly even with rough pedal operation has been adopted for the new "Smooth stop" function of "KINTO FACTORY" by Toyota Motor Corporation and KINTO, and is becoming more and more popular, being installed as standard equipment on the Century and Lexus LM.
Let's all practice "Move, Move, Move & Moved!"
In 2021, we formulated the mid- to long-term business plan "ADVICS VISION 2030" with an eye on the next 10 years. As the vision for 2030, we have set the slogan "We are ADVICS, the brake manufacturing group that satisfies the all customers in the world by uniting mechanical, electrical and software technologies and is the core of vehicle motion systems!" and have put into practice the slogan "Move, Move, Move & Moved!" to develop technology that resonates with the driver's feelings = sensibility. The last part, "Moved!", means "emotion!" and contains a strong desire to "move ourselves and create emotion." In the future, I hope that our employees will act from the customer's perspective, create empathy through face-to-face communication, and create the next Move. I myself am also working on a new "Move" by sharing my thoughts on a chat app once a week, traveling to our bases around the world and actively deepening my interactions with our employees.
ADVICS VISION 2030
Our Vision for 2030
by uniting mechanical, electrical and software technologies,
The core of the vehicle dynamics system
the brake manufacturing group that satisfies the all customers in the world
Continue to be the only brake system supplier
As development sites have undergone a major shift from hardware-based to software-based development, our company has been able to flexibly respond to any situation by utilizing our high level of technology and knowledge in both areas. Going forward, we will continue to prioritize "quality" that protects lives and fulfill our responsibilities as a world-class brake system supplier. By meticulously crafting hardware, creating technology that resonates with the senses, and leading the evolution of SDVs (Software Defined Vehicles) with the power of software, we will continue to meet the needs of the times as "the brake manufacturing group that satisfies the all customers in the world."
Biography
April 1986: Joined Toyota Motor Corporation.
In January 2014, he was appointed ZS CE attached to the Product Planning Department and was responsible for the development of the 15th generation Crown.
In January 2019, he was appointed General Manager of the Chassis and Vehicle Technology Development Area, and in January 2021, he was appointed Deputy General Manager of the Car Development Center.
In January 2024, he became an Executive Advisor ADVICS CO., LTD., and in June of the same year, he became Director and President he still holds today.
Akira Akiyama Director