 | This article is written like a personal reflection, personal essay, or argumentative essay that states a Wikipedia editor's personal feelings or presents an original argument about a topic. (October 2012) |
Zexel is a Japanese automotive components manufacturer. It was founded in 1939 as Diesel Kiki Co., Ltd., under a Bosch license, for domestic production of fuel-injection pumps for diesel engines.[1] Originally established with an investment from Isuzu (a major Japanese manufacturer of engines for heavy-duty vehicles), this company was renamed ZEXEL Corp. in 1990. Diesel-Kiki entered into a joint venture in the United States with Wynns Climate Systems to begin manufacturing automotive HVAC systems in approximately 1987. The company was called Wynn-Kiki at the time and was the predecessor to ZEXEL USA. The ZEXEL rebranding was a two-year project involving a worldwide name search and complete marketing strategy analysis. The company logo featured red, white and blue colors picked to represent precision, technology and excellence. A CD was distributed to employees featuring a new company theme song. The name was compiled from the words zenith and excellence. The company is said to have reached the zenith of its performance under its old name of Diesel-Kiki, and has excelled well at customer satisfaction. In their translation, it came out ZEXEL instead of ZEXCEL.
The company was reorganized as Bosch Automotive Systems Corp. and Valeo Japan in 2000 after Robert Bosch GmbH of Germany and Valeo of France bought majority shares in Zexel Corporation. The Zexel name is now a Bosch brand,[2] but the assets were split between Bosch and Valeo.