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Stricter emission standards in the near future require not only a high conversion efficiency of the toxic air pollutants but also a substantial reduction of the greenhouse gases from automotive exhaust. Advanced engines with improved fuel efficiency can reduce the greenhouse gas emissions; their exhaust temperature is, however, also low. This consequently poses significant challenges to the emission control system demanding the catalysts to function at low temperatures both during the cold start period and under the normal engine operation conditions. In this paper, we will introduce a gasoline Cold Start Concept (gCSC™) technology developed for advanced stoichiometric-burn gasoline engines to meet future stringent emission regulations. To improve the low temperature performance of three-way catalysts, a novel Al2O3/CeO2/ZrO2 mixed oxide was developed.