Maxell and Hitachi Japan have announced a rebrand to progressively take place starting this month (November 2018). Hitachi Japan projectors will be now named Maxell which will see zero change in products beyond the logo change itself. Warranty conditions, sales channels, repair agents or customer service all will remain intact. Also, an added note is that Hitachi Australia will not be affected by the rebrand for it’s commercial flat displays and still continue to be manufactured under the flagship Hitachi brand.
“For a number of years, the distinctive imaging and optical technologies of Maxell, seen in the Hitachi projector products, have been trusted and valued by the market. By strengthening the value chain from design, to production and distribution, we can continue to meet the evolving needs of the market. Putting the Maxell brand on projectors is a logical change, as it places us in a better position to further strengthen and expand the business in the future.”
Matt Hanna, Deputy General Manager, Hitachi Australia, commented, “Maxell is a brand well known for its strong investment in the development of new technologies in a commercial space. The move will allow Maxell to focus on enhancing its already broad range of business-to-business hardware, which in turn allows Hitachi to focus on key areas of its social innovation business.”
For some who were unaware of the connection, The Maxell Group acquired the projector business from Hitachi five years go (in July 2013). The continued development and production of Hitachi Japan brand projectors have been lead by the Maxell Group and have seen positive results in sales and performance worldwide. The rebrand is the final step in completing the acquisition. The very first Maxell product lineup to have “the new, shiny stamp of brand” will be the latest line of maintenance-free Laser light sourced models.
About Hitachi, Ltd.
Hitachi, Ltd. (TSE: 6501), headquartered in Tokyo, Japan, delivers innovations that answer society’s challenges, combining its operational technology, information technology, and products/systems. The company’s consolidated revenues for fiscal 2017 (ended March 31, 2018) totaled 9,368.6 billion yen ($88.4 billion). The Hitachi Group is an innovation partner for the IoT era, and it has approximately 307,000 employees worldwide. Through collaborative creation with customers, Hitachi is deploying Social Innovation Business using digital technologies in a broad range of sectors, including Power/Energy, Industry/Distribution/Water, Urban Development, and Finance/Social Infrastructure/Healthcare. For more information on Hitachi, please visit the company’s website at www.hitachi.com.