Delphi impresses in first-ever IAAF Garage Den

Delphi was chosen as one of only six suppliers to take part in the very first IAAF Garage Den, an innovation-led initiative designed to fast-track the development of new, commercially ready aftermarket products, services and systems.

The live Garage Den session took place during the annual IAAF Conference, held at the DoubleTree by Hilton, Milton Keynes on 4th December 2025, where six suppliers pitched directly to six leading garages - forming new supplier-workshop teams tasked with developing collaborative solutions over the next six months.

The results will be unveiled at the UK Garage & Bodyshop Event (UKGBE) at the NEC, Birmingham in June 2026, giving the industry a unique opportunity to see how innovation accelerates when suppliers and workshops work intentionally side-by-side.

Representing Delphi, Country Director UK, Aliya Lam, delivered a compelling pitch centred on Delphi’s ‘Make Some Noise’ about no noise campaign which is launching in 2026. This industry-wide movement will raise awareness on the importance of choosing quality products when it comes to braking components, which resonated strongly with the Garage Den panel - and secured Delphi’s success.

Lam commented: “We’re incredibly proud to be part of the first IAAF Garage Den. The braking category is essential to workshop and driver safety, customer confidence and profitability - and there’s a real opportunity for suppliers and garages to work together to raise standards across the industry.

“This initiative gives us the perfect platform to raise consumer awareness and educate people about friction materials and how they can impact brake safety  - and I’m excited to collaborate closely with our partner garage, Shaikly Motor Company, over the coming months.”

During the next six months, Delphi will work closely with Michael Shaikly, Director at Shaikly Motor Company to refine and develop the ‘Make Some Noise’ concept. The final outcome - along with the progress of all Garage Den teams - will be showcased live at UKGBE 2026.

The IAAF Garage Den marks a significant step forward in supplier–garage collaboration, giving both sides an active role in shaping future aftermarket solutions and changing perceptions in the sector.

Lam added: “Delphi is pleased to be part of the pioneering line-up of brands matched with aftermarket dragons, and we are looking forward to sharing more details as the project develops. Watch this space!”