An unprecedented phenomenon that achieves high NOx conversion was found over an NSR catalyst. This phenomenon occurs when continuous short cycle injections of hydrocarbons (HCs) are supplied at a predetermined concentration in lean conditions. Furthermore, this phenomenon has a wider range of applicability for different catalyst temperatures (up to 800 degrees Celsius) and SVs, and for extending thermal and sulfur durability than a conventional NOx storage and reduction system. This paper analyzes the reaction mechanism and concludes it to be highly active HC-deNOx by intermediates generated from adsorbed NOx over the base catalysts and HCs partially oxidized by oscillated HC injection. Subsequently, a high performance deNOx system named Di-Air (diesel NOx aftertreatment by adsorbed intermediate reductants) was demonstrated that applies this concept to high speed driving cycles.