Founded in Osaka, Japan in 1946, Onkyo Corporation is a consumer electronics company that is globally recognized in home cinema and home audio products, particularly integrated amplifiers and AV receivers. Since its origins under the name of Osaka Denki Onkyo in 1946 (not related to Nippon Denki Onkyo, which became Denon!), Onkyo did business under its Onkyo brand but also as Integra and Integra Research, which are internal divisions, typical of Japanese corporate culture. Decades later it became Onkyo Home Entertainment Corporation after purchasing the home division of Pioneer Corporation, a move that never helped Onkyo's own image, since Pioneer is a poorly perceived brand in many regions of the world due to its DJ and consumer audio products, which are unrelated (same with Pioneer Professional).
To make it worse, the company became bankrupt, and for a while the brand was jointly owned by Sharp and Voxx International, until the owner of Klipsch created even more confusion by forming a wholly-owned subsidiary, called Premium Audio Company to manage Onkyo, Pioneer, Pioneer Elite, and Integra brands. All the while, Onkyo continued to operate as a manufacturer of high quality audio products in Japan, but the market's perception is that "all these products are now the same and most likely all made in China." The corporate debacle with the medical company Masimo that acquired Denon and Marantz also contributed to this bad market perception of these AVR products, which honestly all look alike.
Anyway, Onkyo is alive and has plans for the future and wants to improve its market image under the slogan "At The Heart of Entertainment" with products that are described as "the central hub for all multimedia applications and offer superior sound performance regardless of source or format," and "offer control, power, processing, enhancements and precise delivery for stellar digital playback."
Ahead of CES 2025, Onkyo also says that its next generation of products will exceed expectations. To support this effort Premium Audio Company and Voxx International have invested in Onkyo's research and development facilities in Osaka with all engineers and manufacturing in place.
Within the walls of Onkyo Headquarters, the all-new global Premium Audio Company Technology Center (PACTC) has been established in Japan. As the company announces: "The establishment of PACTC is more than just a facility; it’s a hub for innovation where our engineers, technicians and marketing teams collaborate to develop the next generation of ground-breaking audio products. By combining our rich history with cutting-edge technology, Onkyo sets new benchmarks in sound quality and performance worldwide. From this new center, we are not just maintaining our legacy; we are enhancing it. It’s already playing a pivotal role in delivering high-performance audio solutions to consumers around the world, as Onkyo remains at the forefront of the audio industry. It all comes from the passion and experience of our Osaka facility, where we proudly bring together a team of 59 dedicated Onkyo employees. Leveraging their deep knowledge (thanks to an average 22-year tenure) and expertise to drive excellence in new product development, this wealth of experience ensures that Onkyo is not only building upon our legacy but is also pushing the boundaries of audio engineering for the future."
Onkyo's mission is said to lie in its strength and reliability. "The Onkyo brand identity and future product developments will stem from a sense of harmony and minimalism. A collected, deliberate, and unassuming presence achieved through use of natural materials paired with advanced technology and wrapped around both cool and warm tones instills trust and confidence in this new age."
To reflect this rebirth, the company announced an all-new Onkyo brand marketing, with a new look and feel to the iconic brand. "An updated Onkyo logo demonstrates a clear beginning of Onkyo’s new era – a true re-birth. The new logo retains the visual brand equity that has been achieved over more than 45 years showcasing the inheritance of Onkyo’s tradition and respect for its past, while updating to a more modern kerning in an intentional look forward. The space between each letter represents a change from the past, new possibilities, and stability for the future. It also speaks to the envelopment, experience, and cinematic wide-screen space that Onkyo products create in the home. The new marketing brand typography is the sophisticated and sleek Roboto Condensed. This fresh visual identity is designed to resonate with today’s consumers, encapsulating our dedication to superior audio experiences while appealing to a new generation of listeners. The new brand identity reflects our commitment to innovation. With this new creative advertising and marketing design, along with sophisticated and impactful features, Onkyo’s new logo is an upscale color palette of a dark blue, blue green, soft green and black," the announcement describes.
Powered by Onkyo is also a theme that the company will continue to use as in PAC-owned Klipsch products are equipped with Onkyo-engineered electronics. One example is the collaboration with Klipsch on the Flexus Sound Systems — powered by Onkyo.
Alongside the rebranding, Onkyo says that it is already looking beyond home theater AV receivers. "Our ambitions reach far beyond that. We’re excited to announce that we’re developing an entirely new range of products designed to cater to both everyday audio consumers and high-end, premium hi-fi listeners," the company reveals.
"You will be introduced to new product categories as Onkyo returns to home speakers and advanced specialty electronics. Onkyo's new home speaker series, and a new electronic separate series will be announced at CES 2025 in Las Vegas."
www.onkyo.com
