Ignition and sensor specialist NGK Spark Plugs (U.S.A.), Inc. announced that effective April 1, 2023, the company name will become Niterra North America, Inc. The name change follows the strategy to unify the global brand NGK Spark Plug Co., Ltd., which will begin operating under the English tradename Niterra Co., Ltd. next April. The Japanese language corporate name will not change.
"As we prepare, create, and lead our company into the future, we continue to grow and expand inside and outside the automotive business and other ICE industries," said Michael Schwab, President and CEO. "We are becoming an increasingly progressive corporation as we strive to meet our vision for the future. However, it became apparent several years ago that our global corporations' name in English, although very well established, presented certain limitations, creating a narrow image of our identity to the outside world and not lending itself to evolution."
The new name, not specific to spark plugs, combines the Latin words Niteo, shine, and Terra, planet earth, reflecting the company's future vision and already expanding portfolio of products and services. The company has been preparing and creating for the future for some time, most recently with the development of the Venture Lab, which contributes to society by developing solutions to customer pain points. In addition, the team identifies and curates new ideas in the areas of Mobility, Medical, and Utilities.
The company will not change the brand of their products with this transition, stating the NGK and NTK brands will remain the trusted brands of their portfolio or products. However, other brands may be added in the future as they continue to evolve.
"This is an exciting time for our company," Schwab continued. "We are expanding our core ceramic technologies and challenging ourselves to develop solutions and services that use technologies to resolve social issues while contributing to a sustainable society. We have a strong team with strategic, functional, and operational expertise that will allow us to maximize our growth potential for many years to come."
