Denso has launched its innovative new Iridium TT spark plug product with a road trip across Europe that took in current race tracks and some ‘forgotten’ gems from Formula One history.
The aftermarket car parts pioneer travelled from Moscow to the UK with a Russian and a British racing driver – Natalia Freidina and Rebecca Jackson – in order to introduce the Iridium TT to customers and the media across Europe.
Dubbed Track 2 Track (T2T), the initiative took 10 days to cross nine countries, first in a Ford Mustang and then in a specially-liveried Lotus Exige S. The campaign hosted more than 150 guests at three events at which the Iridium TT was introduced and visited three forgotten F1 circuits. The team also visited Denso customer garages to find out their experience of testing the new IrTT plugs.
The whole journey was captured on video by film-maker Schuman Hoque. You can see how the story unfolded here: https://youtu.be/ATE3C0FeDPo
Media and customers alike were thrilled by Denso’s pan-European tour, with guests at the live events getting to try their hands at driving a raft of exotic machinery on track.
Dimitar Peshev, a journalist from Auto-Bild Bulgaria, who attended the event in Poznan, said: “I must admit, this was one of the best press events I have ever been on.”
Russian motoring journalist Yuriy Butskiy, from ABS Auto magazine, agreed, saying: “New product launch events are always perceived better if we have an opportunity to test the product and receive feedback from an expert. With this event, Denso installed Iridium TT spark plugs to the engine of the real vehicle, a journalist sits next to Natalia Freidina or Rebecca Jackson and goes directly to the racetrack. A charming pilot tells you how the car behaves in the curve with a regular spark plug and with Iridium TT. Trust me, it’s better than 10 paper press releases.”
T2T also visited real workshop owners during its route through Poland, finding out what Denso’s customers thought about the Iridium TT in the real world.
Marek Bronski, sales representative from Inter Team, said: “I am really glad to be using Iridium TT. What I have noticed straight away is better ignitability and also cold starts are significantly better. The main benefit I’ve noticed is lower fuel consumption – I’ve done more than 1500 km using the plugs and fuel consumption is much better. They are worth buying, they improve the performance of your engine and I believe you should not spare money when it comes to your car.”
Similarly, Jerzy Grycza, owner of Auto-Axel, said: “The main benefit from my point of view is that they are so universal. One range of products can supplement a wide range of products from other manufacturers. The main advantage for the drivers is a better quality of service, which is also an advantage to me.”
The Iridium TT is the latest in a long line of world-first technology innovations from Denso – with the highest concentration of iridium of any product on the market, its unique technology combines the world’s smallest diameter electrode, at 0.4mm, with a needle-like 0.7mm platinum ground electrode.
This allows the unique plug to improve performance, efficiency and durability – the Iridium TT has a lifetime of up to 120,000km, more than three times that of standard nickel plugs.
Denso’s Track 2 Track campaign was designed to reflect the company’s own rich heritage in performance products and motorsport – it is a key sponsor of the Toyota World Endurance Championship team and has been present in every major form of motorsport over the years, from Formula 1 to the World Rally Championship.
With that in mind, as well as inviting customers and media to enjoy some thrilling on-track action at Moscow Raceway, Poznan circuit in Poland and Brands Hatch in the UK, the Track 2 Track drivers stopped off to visit three abandoned ex-F1 tracks.
Masaryk in the Czech Republic hosted Grands Prix in the 1930s and the old pit lane buildings served as a ghostly reminder to the T2T racing drivers of their sport’s heritage. The Osterreichring last hosted a Grand Prix in 1987 and remnants of the classic track were rediscovered and driven on by the T2T crew and they also visited the infamous Masta Kink, a fearsome series of bends that used to form part of the old Spa-Francorchamps circuit in Belgium.
T2T also represented Denso’s continuing commitment to provide motorists across Europe with innovative performance products.
Denso Marketing Manager, Aftermarket, Hedy Borreman, said: “Denso has always been a pioneer in automotive aftermarket parts, particularly in the field of spark plugs, where we have been responsible for several world firsts.
“Track 2 Track was a real first for us for a product launch one of our products. Being a company of pioneers it was a natural step to do things differently and to challenge ourselves to the highlight the introduction and benefits of the Iridium TT Spark Plug. The Iridium TT will give our customers better vehicle performance and efficiency, while it will far outlast any nickel or platinum plug on the market, as well as most iridium-based products.”
“The Track 2 Track journey was tough but an amazing experience and I hope everyone who followed us enjoyed the ride. Natalia and Rebecca were both fabulous ambassadors for our brand.”
Justin Bailey, director of Motorcare Motor Factors in the UK, came to the live event at Brands Hatch and said: “It was a privilege to be invited to the Denso T2T event, being educated on spark plug technology with the revolutionary Iridium TT and then having the chance to drive around Brands Hatch was fantastic. The highlight of the day had to be the passenger ride around the circuit with Rebecca Jackson. Wow, what a driver!”