Daikin Takes on Exedy Identity

Daikin Clutch Corp. (DCC), located in Belleville, Mich., has unveiled a new corporate identity, which took effect Jan. 1.
The company will now go by the corporate moniker “Exedy,” which stands for “Excellent and Dynamic.” Exedy has been the identity of the corporation’s group companies worldwide (including 17 subsidiaries outside Japan) for the last 10 years.
DCC’s parent company in Japan changed the corporate name from Daikin Manufacturing Co., Ltd. to Exedy Corp. in 1995. Since that time, the company said it has been a 10-year effort to gain the market perception that Exedy was equal to the established brand “Daikin,” which has been known for the last 40 years for its transmission parts.
Company officials said the time is right to clarify its global corporate identity with the new corporate name, Exedy Globalparts Corp. Exedy is seeking to expand its product availability and continually improve competitiveness by utilizing the capability of its global-base group companies and affiliates.
No organizational changes or ownership of the company will occur in conjunction with the new identity, according to the company.