Posted by NGK Philippines on 29th Sep 2023

NGK Spark Plugs, a prominent player in the automotive industry, has recently made waves with a strategic rebranding effort. Effective April 1, 2023, the company has unveiled its new identity as "Niterra." This bold move is not merely a name change but a testament to their commitment to innovation, sustainability, and global excellence.

The Transformation
The decision to rebrand as Niterra marks a significant transformation for the company. Announced during the Inside Racing Bike Fest, this shift aims to consolidate NGK's global brand presence and reshape its business portfolio. The company seeks to streamline its worldwide branding efforts and pave the way for the evolution of its business endeavors.

The Name 'Niterra'
Niterra is a word that we have coined that combines "niteo," which means "shine" in Latin, and "terra," which means "earth." It expresses the Group's determination to not only contribute to a sustainable society, but also brightens the entire global environment.

The Logo
Accompanying the name change is a new corporate logo, meticulously designed to convey symbolic meanings. The color palette is composed of 'Earth Green' and 'Shine Yellow.' 'Earth Green' evokes the Earth as seen from space, symbolizing tradition and trust. 'Shine Yellow' depicts a radiant torch, signifying enlightenment and progress. These elements reflect Niterra's commitment to enduring values and the pursuit of sustainable solutions.

A Sustainable Vision
Niterra's rebranding goes beyond aesthetics; it embodies a commitment to sustainability. The company envisions a future where sustainable solutions take center stage. As Niterra, they are poised to lead the charge in developing eco-friendly technologies that address the challenges of tomorrow.

Preserving Heritage
While 'Niterra' becomes the overarching name for the Group, NGK and NTK, the iconic brands synonymous with quality and innovation, will continue to thrive in their respective roles for the company's ignition and sensor businesses. This ensures that the legacy and market recognition of these brands are preserved.

Conclusion
In rebranding as Niterra, NGK Spark Plugs has embarked on a remarkable journey towards a sustainable, innovative future. Their commitment to environmental responsibility, enduring values, and global excellence is encapsulated in this transformation. As Niterra, they are poised to drive change and lead the industry towards pioneering sustainable solutions that will shape our world for the better. The name change is not just a formality; it's a declaration of purpose and a promise for a brighter, more sustainable tomorrow.

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