n 1939 Diesel Kiki Co., Ltd. was founded under a Bosch license for domestic production of fuel-injection pumps for diesel engines. Originally established with an investment from a then major Japanese manufacturer of engines for heavy-duty vehicles, this company was renamed ZEXEL Corp. in 1990 and reorganized as Bosch Automotive Systems Corp. in 2000.
Effectively July 1, 2005 Bosch K.K. merged with Bosch Automotive Systems Corp. and was renamed to Bosch Corporation. We are confident that the merger will make it possible to provide our customers with better customer-oriented services and state-of-the-art technologies, while generating further synergy effects through effective utilization of the business resources.
Zexel is a Japanese auto-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. Originally established with an investment from Isuzu Motors Ltd., (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 world-wide 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 even distributed to employees featuring a new company theme song. The name itself was compiled of the “Z” from zenith, because the company reached the zenith of its performance under its old name of Diesel-Kiki, and the word “excel” because the company wanted to excel at customer satisfaction. Somehow in their translation though, it came out ZEXEL instead of ZEXCEL.