Ignition and sensor specialist NGK Spark Plugs (U.S.A.) Inc. has announced that effective April 1, 2023, the company name will become Niterra North America, Inc. The name change, announced late last year, will include a new corporate logo and identity as the organization follows a strategy to unify the global brand and promote efforts to transform the organization’s business portfolio. Accordingly, the global brand NGK Spark Plug Co. LTD. also will begin operating under the English tradename Niterra Co., Ltd on April 1, 2023.
“It is an exciting time in the long and storied history of NGK Spark Plug. LTD.,” said Michael Schwab, president and CEO. “We are becoming an increasingly progressive corporation as we strive to meet our vision for the future. A future where we expand our core ceramic technologies, explore capabilities beyond our traditional areas, and challenge ourselves to develop solutions and services that use technologies to resolve social issues while contributing to a sustainable society.”
Niterra, a coined word, combines the Latin words Niteo, meaning shine, and Terra, meaning planet earth. The corporation chose the new name, logo and colors represented to present a broader image of its modern identity.
The company says it will continue to use the trusted NGK and NTK brands for its spark plug and ceramic-related product portfolio.