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Corporate Brand

Brand Statement

Brand Slogan

Absolute safety; Unparalleled control

Brand Statement

Since 1929, akebono has brought assurance and
peace of mind to our customers and end-users
everywhere as a global industry leader in brake design
and production. We take pride in our history of
achieving safety without compromise, and continue to
pursue new standards of perfection with innovation.

Looking to the future, we are inspired by the prospect
of delighting and satisfying our customers, and never
cease in the challenge to succeed in this goal.

Absolute safety; Unparalleled control.
Putting a smile on people's faces all over the world.

In order to continuously and actively carry out our Corporate Mission, the Brand Statement was established to provide a short-to-medium-term vision for how we should create and deliver value to society through our brake business. It is the result of varied and careful deliberation among our associates, and expresses a vision of what Akebono is striving to become in a simple and intelligible manner.

The first paragraph encapsulates our history, devotion and the essence of our corporate DNA. It shows our total commitment to safety, as well as our pride and confidence in the advanced technologies that we have been continuously refining for more than 85 years.

The second paragraph embodies our spirit of challenge and the high standards we set ourselves. It shows our desire to contribute to society while striving to achieve new breakthroughs and generate new value.

The final two lines express our objective and promise, proclaiming our desire to continuously bring delight and satisfaction to everyone who comes into contact with Akebono and our products.