Mr. Miyai and the DENSO Design Department

The DENSO Design Department is currently conducting the "toDEN" project, which visualizes the connection paths to DENSO using diagrams and lines.

Why did you specifically choose to come to DENSO?
What does it mean to work as a designer at DENSO?

Sugawara, a designer who joined in 2024, conducted a candid interview with Mr. Miyai, discussing his connection to DENSO.

Why DENSO?

Since many people from my university went to DENSO, I was aware of the company. But I wasnʼt really interested in cars; I donʼt drive and donʼt even have a license... so, I thought, "Nah, not DENSO..." But then someone from the DENSO Design Department came to a company information session. I went with a casual attitude, thinking, "Might as well check it out," and found it to be a fascinating company.

The most notable thing was the extensive research and development. I looked into it and discovered that DENSO ranks 6th in Japan for R&D spending. They invest a lot in R&D and are committed to exploring new avenues.

Actually, Iʼm much more interested in "what the future holds" than styling the appearance of things (laughs). So I felt that DENSO, with its forward-looking perspective, could be a really exciting place, and I decided to apply. I applied to other companies, but DENSOʼs appeal stood out, which strengthened my decision to join.

What turning points or guiding principles do you have as a designer?

The first project I worked on at DENSO was related to mass production meters. Initially, I thought, "Iʼm not interested in the mass production side of cars..." but surprisingly, this work was engaging. Once I started, I realized I was actually working on futuristic elements like semi-autonomous driving features, so I never felt negatively about the job.

During my entry interview, I wrote, "I want to become the leader of a new advanced development team by my seventh year." Fortunately, it worked out that way (laughs). Up until then, I focused on building experience in mass production, although I did hit a point where I thought, "Wow, work really is challenging." Around my fifth year, I consistently requested to join the advanced research team. I even asked to be assigned to Nagoya, where the team is based. Now, working on advanced research in Nagoya, Iʼm really enjoying myself (laughs). I think, "What a great company to invest so much in fun and rewarding work!"

What motivates you?

Setting goals in the design department can be pretty challenging. DENSOʼs standards are quantitative, but much of the design departmentʼs work is difficult to quantify.

Personally, I think itʼs okay if design work canʼt be quantified perfectly. However, just presenting the design as it is may not convey it well to the rest of the company. So, I think, "It doesnʼt have to be quantified, but to make it persuasive to others, it needs to make sense." Creating this balance is an important skill, even if it sounds a bit like improvising (laughs). I always aim to present things in a way that everyone can agree on while staying true to my vision. I see my strength as being able to demonstrate the purpose and value of each project.

For example, in documents related to promotion, which are reviewed by people outside the design department, I imagine what kind of rationale everyone will agree on and incorporate widely understood insights, like technological trends and internal research directions. Even if itʼs evident that Iʼm pioneering a new area, I believe itʼs important to point out, "Hereʼs the data showing this hasnʼt been done before."

Going forward, well, I want to benefit DENSO more. Whether itʼs linking research to development or boosting the brand image by showcasing research, Iʼd like to continue research in various ways. Personally, I find it exciting to "move the company forward." With 170,000 employees, itʼs exhilarating to think of having a say in the companyʼs direction!

For instance, if VR research progresses, and if my work aligns with that direction and the company agrees, how many people would be influenced? Just imagining it is thrilling. When I previously worked on meters, I saw many employees working on my designs in the development department, and it felt surreal (laughs). Seeing my influence ripple out internally and externally is fascinating. In the future, I hope to help shape the companyʼs broader direction and continue driving change.