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DIXCEL: Redefining the Brake Parts Industry

Article - June 12, 2024

With its pioneering performance and innovation in aftermarket auto parts. DIXCEL’s President, Eisaku Onda, unveils the company’s strategy for success.

In the realm of aftermarket automobile parts, where competition is fierce and innovation is key, Japanese firm DIXCEL stands out as an example of success. Established in 2003, DIXCEL has swiftly risen to prominence in the automotive manufacturing sector, specializing in brake parts that epitomize performance, durability, and innovation.

Eisaku Onda, President of DIXCEL, elucidates the company's unique approach, stating: "In the case of automobile parts, if we deal with only high-end products we can do business, however, I don’t think this is sustainable because, at some point in the future, we will hit a wall." 

DIXCEL's strategy involves catering to a wide range of car models, from entry-level to high-end users, akin to Toyota's business model. This approach ensures broader market coverage and sustained growth, distinguishing DIXCEL in an industry where specialization is key.

DIXCEL head office

One of DIXCEL's groundbreaking innovations is the M-Type brake pads, engineered to address the perennial issue of brake dust. Mr. Onda explains: "We solved this issue by changing the mix of materials to maximize one of the two friction mechanisms, adherent friction, the other being abrasive friction." The result is an ultra-low dust brake pad that not only enhances braking performance but also prolongs the lifespan of brake discs, offering customers both performance and cost-effectiveness.

Despite being a relatively new entrant, DIXCEL's commitment to research and development has been pivotal in its success. Mr. Onda emphasizes: "We have cultivated this new trend utilizing our R&D abilities," citing the development of the M-Type brake pads as a testament to their innovative capabilities.