Delphi was selected as one of six suppliers to participate in the first-ever IAAF Garage Den, an initiative designed to accelerate the development of new, commercially ready products and services for the automotive aftermarket.
The live pitch session occurred during the annual IAAF Conference on 4th December 2025 in Milton Keynes. Six suppliers presented their ideas directly to six leading garages, forming new collaborative teams tasked with developing solutions over the next six months.
Representing Delphi, Country Director UK, Aliya Lam, delivered a pitch centred on Delphi’s ‘Make Some Noise’ about no noise campaign, which is due to launch in 2026. The campaign is an industry-wide movement intended to raise awareness regarding the importance of choosing quality braking components.
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.”
Delphi successfully secured a partnership with Shaikly Motor Company. Over 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.
Lam added that the initiative offers the perfect platform to “raise consumer awareness and educate people about friction materials and how they can impact brake safety.”
The final outcomes from all Garage Den teams will be unveiled at the UK Garage & Bodyshop Event (UKGBE) at the NEC, Birmingham, in June 2026.
To find out more about Delphi, please click here.
