Your browser does not support JavaScript, or it is disabled．Please check the site policy for more information.

By TAKESHI NARABE/ Staff Writer

NGK Spark Plug Co.’s spark plug (Provided by NGK Spark Plug Co.)

NAGOYA--In a spark of inspiration, auto engine parts maker NGK Spark Plug Co. here decided to change its name to something more compatible with the global push for environmentally friendly cars.

The company, which holds a dominant position in the global spark plug market, explained that “people have a negative impression of internal combustion engines” due to efforts by countries to reduce their carbon footprint.

Designed to provide the spark that ignites the air/fuel mixture in the engine, the company’s flagship product can significantly affect acceleration performance and fuel-efficiency. Its spark plugs are mounted on engines produced by automakers across the world.

The firm was named after NGK Insulators Ltd., from which it was spun off.

Because 80 percent of the company’s sales come from outside Japan, NGK Spark Plug found that having a distinctly English name raised its corporate profile.

NGK Spark Plug decided to change its name to Niterra, a combination of the Latin words “niteo” and “terra” that mean “shine” and “Earth,” in April next year. The change must be approved at a shareholders meeting scheduled for June 24.

Although spark plugs are expected to be gradually phased out with the shift to electric vehicles, internal combustion engine parts account for 80 percent of the corporation’s sales.

In a long-term business plan released in 2020, NGK Spark Plug said it will lower the engine business ratio to 60 percent in 2030 and then 40 percent in 2040.

“The current corporate name gives the impression we are a company that relies exclusively on internal combustion engines,” said an NGK Spark Plug representative. “We want to show that our company is moving in a new direction.”

After the renaming, the long-established title will be used only for referring to its brand or the corporation in Japanese.

Toyota testing hydrogen combustion engines in race cars

Honda exits F1 racing to run in decarbonization race

Toyota sets much higher EV sales target to repair image

Five automakers vow to rev up engine research to cut emissions

Greenpeace posts protest sign on Hyundai billboard in Seoul

Hyundai finds new engine problem, prompting another recall

20,000 sardines at aquarium in Sendai a sight hard to beat

Tohoku’s only bullfighting event celebrates 40th season

Horie becomes oldest to sail nonstop solo across the Pacific

Visit this page for the latest news on Japan’s battle with the novel coronavirus pandemic.

Cooking experts, chefs and others involved in the field of food introduce their special recipes intertwined with their paths in life.

Haruki Murakami and other writers read from books before selected audiences at the new Haruki Murakami Library.

The Asahi Shimbun aims “to achieve gender equality and empower all women and girls” through its Gender Equality Declaration.

Let’s explore the Japanese capital from the viewpoint of wheelchair users and people with disabilities with Barry Joshua Grisdale.

Copyright © The Asahi Shimbun Company. All rights reserved. No reproduction or republication without written permission.