"The Story of Maxell: Transformation and its DNA"
The documentary program focused on the full aspect of the driving force and DNA of Maxell, its feature changing toward the future.
The company name Maxell originates from the brand name "Maxell" (Maximum Capacity Dry Cell＝dry cell with the highest performance) created for the dry batteries that constituted its business at the time of foundation.
Maxell logo has been used worldwide in an unchanged design since the original design was renewed in 1970. In 2017, Maxell Red was adopted as a new color change.
■ Maxell history
■ World movement
Established as Maxell Electric Industrial Co., Ltd.
Start of color TV broadcasting
The dry battery and magnetic tape divisions of Nitto Electric lndustrial Co., Ltd. (currently Nitto Denko Corp.), were set up independently as Maxell Electric lndustrial Co., Ltd.
Commenced production of the first alkaline dry battery in Japan.
Changed company name to Hitachi Maxell, Ltd.
Hosting the Tokyo Olympics
Commercialized the first audio cassette tapes into the Japanese market.
Completed construction of the Kyoto Works.
Established Maxell Seiki, Ltd.
Opening of Tomei Expressway
Established sales company "Maxell Corporation of America" in U.S..
Apollo No. 11: First Lunar Landing of Humankind
Commercialized UD series of audio cassette tapes.
Established Kyushu Hitachi Maxell, Ltd.
Japan Exposition (Osaka Exposition) held
Commercialized the world's first high-performance zinc manganese battery.
First Oil Crisis
Transitioned to a floating exchange rate system
Commercialized the first 8-inch floppy disk (FD-3200S) into the Japanese market.
Commercialized Japan's first silver oxide battery.
Established sales company "Maxell Europe GmbH" in Germany.
Listed on the 2nd sections of the Tokyo Stock Exchange (TSE) and the Osaka Securities Exchange (OSE).
Commercialized VHS video cassette tapes.
Completed construction of Kyoto Research Laboratory.
The second oil crisis
Narita Airport opened
Established manufacturing company "Maxell America lncorporated" in Atlanta, Georgia, U.S.A.
Established sales company "Maxell (U.K.) Limited (currently Maxell Europe Ltd.)" in the U.K.
Listed on the 1st sections of the TSE and the OSE.
Completed construction of a video tape facility at the Kyoto Works.
Commercialized coin-type lithium manganese dioxide (CR) batteries.
Completed construction of the Tsukuba Works.
Commenced production of the first lithium thionyl chloride (ER) battery for memory backup use in Japan.
Tokyo Disneyland opens
Commercialized 12-inch optical discs (OC301).
Commenced production of IC cards and memory cards.
Completed construction of "Maxell (U.K.) Limited" Telford Plant in the U.K.
Completed construction of the Fukuchiyama Works.
Commercialized the world's smallest *1 diameter (4.8mm) silver oxide batteries SR421SW and SR416SW.
Launched audio cassette tapes Metal Vertex, the world's first cassette tapes using back-coated metal tapes.
Released data cartridges (HS-4, HS-8) for computer use.
Released the BETACAM SP/B-MBQ series and entered the professional broadcasting video tape market.
Established manufacturing company "Maxell Electronics (Malaysia) Sdn. Bhd.".
Made Tohshin Seiko Co. Ltd. a consolidated subsidiary.
Merged "Maxell Corporation of America" with "Maxell America lncorporated".
The era name was changed to the Heisei era when the Emperor Showa passed away.
The Fall of the Berlin Wall/End of the Cold War
Commencement of consumption tax (3%)
Commercialized 3.5 magneto-optical (MO) discs.
Established the Recording Media Research Laboratory in Tsukuba.
Outbreak of the Gulf War
Collapse of bubble economy
Launched computer backup tape DLTtape® III.
Completed construction of the Ono Works.
Commercialized digital audio MiniDiscs (MD-RM).
Opening of the J-League
Commercialized writable compact discs (CD-R).
Commercialized the world's first optical modulation overdrive MO (RD-M230).
Great Hanshin-Awaji Earthquake
Subway sarin gas attack
Commenced production of lithium ion rechargeable batteries.
Commenced production of coin-type lithium manganese dioxide (ML) rechargeable batteries.
Commercialized nickel-metal hydride rechargeable batteries.
Established manufacturing company "Wuxi Hitachi Maxell Co., Ltd.," in Wuxi, China.
Commenced production of button-type titanium carbon lithium (TC) rechargeable batteries.
Developed Write Once and Reliable Data Security (WORDS) technology.
Consumption tax increased to 5%
Commercialized the world's first rewritable DVD-RAM disc.
Commercialized glossy photographic papers for inkjet printers.
Commercialized CD-R and CD-RW discs for music.
Environmental ISO14001 Certification Acquired at All Manufacturing Sites.
Launched the Dynamic series of high-performance alkaline dry batteries.
Commercialized high-capacity polymer lithium ion batteries.
Completed construction of Battery Development Laboratory (Osaka).
Commercialized 4.7GB DVD-R discs.
Commercialized 4.7GB DVD-RAM discs.
Commercialized 2.8GB compact (8cm) DVD-RAM discs for video camera.
Developed a new alkaline battery with a power tank construction.
Commenced shipment of LTO Ultrium1 data cartridges.
Commenced shipment of Super DLTtape®I.
Commercialized Coil-on-Chip RFID.
Developed new alkaline battery with a power tank construction.
Commenced production of 3.8mm-thin lithium ion rechargeable batteries.
Commenced shipments of thin-film filter samples for optical communications.
Opening of USJ
Simultaneous terrorist attacks in the United States
Launched 9.4GB DVD-R/-RW dual discs for long time recording.
Launched the New Dynamic series of alkaline dry batteries with power expander technology.
Commenced production of Digital Pen and research and development of next generation products, with Anoto in Sweden.
Commenced shipments of LTO Ultrium2 data cartridges.
Completed construction of the Maxell Tokyo Building.
Obtained the world's first qualification certificate of Super DLTtape® II cartridge.
Commenced shipments of DAT72 data cartridges.
Commenced shipments of camera lens units for cellular phones.
Launched Blu-ray Discs for recordings.
Commenced production of pickup lenses.
Commercialized heat-resistant, coin-type lithium manganese dioxide batteries.
Launched a brand-new alkaline battery, Epsialpha.
Launched the alkaline dry cell New "dynamic" which attained industry first, and use recommendation term 4 years (JIS standard).
Developed the bismuth system phase change record film which made rapid recording of the recordable DVD possible.
Commenced shipments of commercial-use pigment inks.
Commercialized the world's first 5X DVD-RAM disc.
Commenced shipments of LTO Ultrium3 data cartridges.
Launched the first in the world, alkaline dry cell "Epsialpha" with 100% of zinc particle "micro zinc" use.
Launched the alkaline dry cell New "dynamic" which attained industry first, and use recommendation term five years (JIS standard).
Commenced shipments of camera lens units for vehicles.
Commenced shipments of the near-infrared resonance simple substance film for plasma displays.
Launched 3590Extended data cartridge.
Commercialized a silver oxide battery that is completely mercury-and lead-free.
Commercialized lithium manganese dioxide (CR) cylindrical batteries.
Held Aichi Expo
Developed the volume record type optical storage technology by a nanoimprint thin optical discs.
Became the world's first qualified DLTtape manufacturer and commenced shipments of Maxell DLTtapeR S4 data cartridges.
Launched rewritable type HD DVD-R disc with a storage capacity of 15 GB at the first in the world.
Launched a write-once BD-R disc and a rewritable BD-RE disc.
Merged "Maxell Electronics (Malaysia) Sdn. Bhd." with "Tohshin Precision (Malaysia) Sdn. Bhd." to establish a new company: Maxell Tohshin (Malaysia) Sdn. Bhd.
Became the world's first qualified LTO manufacturer and commenced shipments of Maxell LTO Ultrium4 data cartridges.
Launched world's first iVDR-standard hard disc drive, iV, capable of recording copyright-protected high-definition content.
Commenced shipments of DAT160 data cartridge.
Developed technology for high-capacity tape media that uses ultra-thin, high-density nano-granular magnetic film.
Launched the world's first 7.5GB (8cm) BD-R/RE discs for video cameras.
Made Sliontec Corporation a consolidated subsidiary.
Launched Dynamic Voltage high-performance alkaline dry batteries that are long-lasting and have triple-power.
Developed a high-activity catalyst that enables higher performance fuel cells.
Began mass production of glass pickup lenses for Blu-ray Disc drives.
Developed heat-resistant separator that improves the safety of lithium ion rechargeable batteries.
Commenced shipments of power-source-type cylindrical lithium ion rechargeable batteries.
Launched "New Voltage", an alkaline dry battery designed to prevent electrolyte leakage*2.
Commenced shipments of high-power cylindrical lithium ion rechargeable batteries that use significantly less cobalt.
Developed the world's smallest*3 micro-camera lens units, which incorporate piezo actuators.
Completed construction of electrode plant in Kyoto Works.
Merged Tohshin Seiko Co., Ltd., and Nagano Optics Laboratory Corporation to create Maxell Finetech Ltd.
Commenced shipments of LTO Ultrium 5 data-cartridge.
Developed the 45.0 Gb/inch world highest*4 surface recording density (= 69.8 Mb/mm2) magnetic tape technology.
After delisting at Tokyo and Osaka Stock Exchange first section, it becomes a wholly owned subsidiary of Hitachi, Ltd.
Launched the wireless charger air voltage based on "Qi (Chee) standard" first in domestic market.
Launched the world's first wireless charger air voltage for iPad2 which adopted the electric field connection type.
Hitachi Maxell Energy Ltd. is newly established by partition of corporation, and a part of manufacturing and sales operations of a battery are transferred.
The Great East Japan Earthquake
Launched the portable storage battery "Energy Station (energy station)".
Commenced shipments of LTO Ultrium 6 data-card ridge.
Merged five domestic consolidated subsidiaries.
Opening of Tokyo Skytree
1 million total shipment achievement of the projector for China.
Merged Hitachi Maxell Energy Ltd.
In connection with merger with Hitachi Consumer Electronics Co., Ltd., transformed Hitachi Joei Tech Co., Ltd. and Hitachi Digital Products China Co., Ltd. into consolidated subsidiaries.
Developed receiving orders for the world's smallest and lightest HEMS compatible energy storage system and dedicated controllers.
Launched the electric-power-wholesale by photovoltaic generation (large-scale solar power system).
Listed on the Tokyo Stock Exchange first section.
Consumption tax increased to 8%
Launched "the OZONEO series" Low Concentration Anti-bacterial deodorizer series.
Developed 10μm Thin Film Polymer Film with Highly Transparent adhesive tape.
Developed an LED-projector equipped with a solid-state light source engine employing HLD LED technique.
Developed Lithiumion Batteries's high-capacity ULSiON.
Developed cellulose nanofiber Foam molding technique.
Launched limited quantities of "UD" design restoration version, a model commemorating the 50th anniversary of the release of cassette tapes.
Migrate to Company with an Audit and Supervisory Committee.
Adopt a Tokyo/Kyoto twin head quarter structure by newly setting up Kyoto Head Quater.
Developed a high-definition hybrid mask for organic EL display panel deposition.
Aqua Park Shinagawa Naming Rights Acquired from Shinagawa Prince Hotel.
Developed RIC FOAM (Rich Form), a proprietary injection Foam molding technique.
Developed "Glasses-free 3D-Display" technique for displaying stereoscopic images on curved screens.
Developed high-performance Lithiumion Batteries technology that combines solid-electrolyte and silicone-based negative electrode materials.
Excluded from the company's equity-method affiliate due to a change in its capital relationship with Hitachi, Ltd.
Company name changed from Hitachi Joei Tech Co., Ltd. to Maxell Joei Tech Co., Ltd.
Established Maxell System Tech Co., Ltd. by aquisition of part of business of Renesas Semiconductor Package & Test Solutions Co., Ltd.
Changed company name to Maxell Holdings, Ltd. following transition to holding company structure and established Maxell, Ltd. as operational company.
Established New Maxell brand logo, Brand Slogan and brand statement.
Developed an embedded high-performance image recognition system that realizes edge AI.
Received an order from the National Printing Bureau for IC sheets for passports.
Launched the V-Series Shaver, IZUMI's first 5-blade electric shaver.
Developed Air Patch Battery batteries for medical/healthcare patches.
Acquired specialty business within industrial batteries and power sources business of GS Yuasa International Ltd.
Made Izumi Products Company (currently Maxell Izumi Co., Ltd.) a consolidated subsidiary through acquisition of shares.
Established Ube Maxell Kyoto Co., Ltd.
Commercialized AR Head Up Display for automotive applications.
Commenced shipping samples of coin-shaped All Solid State Battery using sulfide-based solid electrolytes.
Launched FUKUGEN DRYER, a CALEA that renewed the restoration dryer.
Launched UB-2 magnetic sensor-type finger tapping device.
Commenced receiving order for Lead-free Galvanic Cell-type Oxygen Sensor using weakly acidic electrolytes.
Launched "Energy Station" MES-TR470, a large-capacity, high-output portable power supply.
Made Kureha Elastomer Co., Ltd. (currently Maxell Kureha Co., Ltd.) a consolidated subsidiary through acquisition of shares.
Commenced joint investment in Vehicle Energy Japan Inc.
From Heisei to Reiwa
Developed contactless HMI (human-machine interface) "Advanced Floating Image Display".
Launched the industry's first 6-blade Izumi ”V-Series” shaver.
Merged Maxell Joei Tech Co., Ltd. and Maxell System Tech Co., Ltd. and changed their name to Maxell Frontier Co., Ltd.
Maxell Digital Products China Co., Ltd. completed construction of a new plant in China.
Established Maxell Group MVVSS (Mission Vision Value Spirit Slogan).
Spread of COVID-19
Developed high capacity cylindrical type lithium manganese dioxide battery “CR17500AU” suitable for IoT devices.
Developed world’s first Mountable Sulfide Based All-solid-state Battery.
Commenced shipment of world’s first samples of sulfide based all-solid-state battery specialized in high voltage and high output.
Developed Advanced Floating Man-machine Interface evolved from AFID.
Maxell Holdings, Ltd. merged Maxell, Ltd. and changed its company name to Maxell, Ltd. after dissolving holding company structure.
Participated in the United Nations Global Compact.
Announced support for the recommendations of Task Force on Climate-Related Financial Disclosures (TCFD).
Hosting the Tokyo Olympics
Concluded agreement between Kyoto Institute of Technology on comprehensive technology exchange.
Announced image recognition solution “iXAM Vision Series” combining image processing and edge AI.
Commercialized High-capacity Ceramic Packaged All-Solid-State Battery.
Developed Head-Up Display for trucks, buses and construction machinery.
Developed the high capacity coin type lithium-ion rechargeable battery CLB640 with a diameter of approx. 6mm and approx. 1000 charge/discharge cycle characteristics.
Transitioned from First Section to Prime Market in Tokyo Stock Exchange following the restructuring of stock markets.
Formulated KPI(Key Performance Indicator) for Materialities.
Acquired A score in the Second JRECO Fluorocarbon Countermeasures Rating.
Russian military started invasion into Ukraine.
Restructuring of the Tokyo Stock Exchange Market segments into Prime, Standard and Growth market.
Start sales of FeliCa Lite-S contactless IC cards with PET bottle recycling certification mark.
Concluded capital and business alliancecontract between Denkyo Group Holdings Co., Ltd.
*1 Based on Maxell's investigation about the silver oxide batteries as of 1987.
*2 When you observe warning and notes and electrolyte leakage is carried out for AA and AAA type alkaline dry cell within a use recommendation term, battery exchange or apparatus is fixed and exchanged.
*3 Based on Maxell's investigation about the micro camera Lens unit as of September, 2009.
*4 Based on Maxell's investigation about the data storage tape media of a linear recording model, as of April, 2010.
*DLT, DLTtape, DLTSAGE, and those logos are the trademarks or registered trademarks of Quantum Corporation in the United States and other countries.
*Linear Tape-Open, LTO, a LTO logo, Ultrium, and a Ultrium logo are the registered trademarks of Hewlett Packard, IBM and Quantum Corporation in the United States and other countries.
*"iVDR" is a trademark showing being based on a "iVDR technical standard".
*"Qi(Chee)" is a registered trademark of Wireless Power Consortium.
*iPad is a registered trademark of Apple Inc. in the United States and other countries.
*FeliCa is a registered trademark or a trademark of Sony Group Corporation or its affiliates.