New Name, New Strategy for Akebono – UnderhoodService

New Name, New Strategy for Akebono

Akebono Corporation (North America) announced that as of January 1, its North American headquarters will operate under the name Akebono Brake Corp.

Akebono Corporation (North America) announced that as of January 1, its North American headquarters will operate under the name Akebono Brake Corp. The company’s North American manufacturing locations followed suit and renamed their facilities as follows: Akebono Brake, Elizabethtown Plant (formerly AMBRAKE), Akebono Brake, Glasgow Plant (formerly AMAK) and Akebono Brake, Springfield Plant (formerly AMTEC). The research and development facility has been renamed Akebono Engineering Center and will remain in Farmington Hills, MI.

Akebono also recently relocated its headquarters from Farmington Hills, MI, to a more centralized location in Elizabethtown, KY. The Akebono board of directors decided on the move in order to strategically align all of Akebono’s North American facilities.

The company said it made the name adjustment in order to strengthen its global brand positioning.

The name Akebono Brake Corp. reflects an overall brand strategy for all of those facilities, according to Laura Sullivan, brand manager.

“As we continue to expand our North American operations, it is important that Akebono become synonymous with superior brake technology, quality and safety,” said Sullivan. “Our new company name, Akebono Brake Corporation, more clearly defines our commitment to the brake industry.”

For more information about Akebono, visit: http://www.akebonobrakes.com.

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