DENSO Europe joins growing ‘automotive Diamonds’ garage loyalty programme

DENSO Europe After Market has joined the rapidly growing ‘automotive Diamonds’

DENSO Europe After Market has joined the rapidly growing ‘automotive Diamonds’ (formerly ‘TRW Diamonds’) garage loyalty programme from TRW Automotive Aftermarket – with additional brand name partners expected to join soon to expand the benefits on offer.

Garages choosing DENSO or TRW replacement parts in Poland, the Netherlands, United Kingdom, Austria and Germany can now earn points, or ‘diamonds’, by collecting the barcode labels on products purchased from either leading aftermarket brand.

Launched in 2010, the expanding loyalty programme enables garage mechanics to redeem their ‘diamonds’ for luxury gifts. As well as benefiting from purchases, garages can also receive the latest product and promotional information from both brands.

TRW announced in February that its web-based product loyalty programme for garages had been renamed ‘automotive Diamonds’, both as a result of significant growth, and to mark the addition of leading Original Equipment (OE) and aftermarket supplier DENSO. The rebranded scheme also includes a number of enhanced features and benefits to improve the user experience. As part of this, garages can now check and track their accounts on the new look website:

Steve Richardson, Director, After Market Sales at DENSO Europe B.V. said: “As leading OE quality parts providers, TRW and DENSO share the same vision of customer service excellence. We will work closely with TRW, and any future partners, to help make the ‘automotive Diamonds’ loyalty programme even more exciting for customers, by enabling installers to gain enhanced rewards whilst still meeting their daily customer needs. The more partners that join, the wider our audience will be.”

TRW’s Garage and Online Marketing Manager, Alexander Knorn commented: “We are extremely proud to be developing the programme in conjunction with DENSO, ensuring that garages across Europe maximise the benefits and reap the rewards of purchasing multi OE brands.

“By encouraging marketing co-operation between suppliers, we are starting a new trend for the industry by successfully transferring top-end Business to Consumer (B2C) marketing tools into a very conservative Business to Business (B2B) environment.”

To start collecting ‘diamonds’, go to: and follow the simple instructions. The website is available in: English; German; French; Spanish; Portuguese; Polish and Dutch.

For further help or information on the automotive Diamonds loyalty programme please contact DENSO Europe B.V.’s Business Unit After Market on +31 (0) 294 493 493.