100-year-old KOYO changes name and logo as part of its evolution.
Global auto parts brands distributor BSB Junrose has assured its customers that it would continue to carry the legacy and high quality of KOYO bearings during the ongoing transition of the brand into JTEKT. The name and logo change was announced and initiated in Japan in April 2022 following the move by automotive components maker JTEKT to unify all the brands under its name.
“This rebranding is set to unlock new synergies for all brands involved. BSB Junrose has the assurance from our Japanese counterparts that the rebranded bearings under the JTEKT brand will retain the same high-quality customers expect from Koyo as those are still manufactured in the same state-of-the-art manufacturing facilities,” said Benjamin Bangayan Jr, president of BSB Junrose, the local distributor of KOYO Bearings for more than a decade now.
The century-old KOYO was established in 1921 and started manufacturing branded bearings in 1935. In January 2006, it merged with Toyoda Machinery resulting in the establishment of the brand JTEKT, which has since become known as a major maker of ball and roller bearings, driveline products, automotive steering systems, and machine tools.
In its official rebranding announcement, KOYO said the move is part of its multifaceted evolution as it gears forward to become a ‘true solution partner’ for its customers. “We are convinced that our brand unification is a natural ‘evolution’ that could not be achieved by KOYO alone. Together with our customers, JTEKT aims to be the “No. 1 and Only One,” building a better future for society and our planet,” said Tetsuo Kamo, managing director of JTEKT Asia Pacific Co., Ltd.
During the period of transition, BSB Junrose revealed that it would still carry existing stocks of bearings carrying the KOYO name until they last while also replenishing its inventory with units carrying the JTEKT brand. The distributor assured that the products will remain genuine and identical as the transition would not bear any effect on the end products they carry.
“KOYO Bearings is undergoing only a change in brand and logo. But it has always and will remain the same in the Philippines and globally, now unified under the equally popular JTEKT name,” Bangayan concluded.
