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Maxell

Maxell, Ltd. is a Japanese multinational electronics corporation founded in 1960, renowned for its innovations in batteries, magnetic recording media, and consumer audio-visual products. Headquartered in Tokyo and Kyoto, the company originated from the dry battery and magnetic tape divisions of Nitto Electric Industrial Co., Ltd., and derives its name from "Maximum Capacity Dry Cell," reflecting its early focus on high-performance batteries. Today, Maxell operates in segments including energy solutions, industrial materials, and consumer electronics, with a global presence through subsidiaries like Maxell Corporation of America, established in 1969. The company's history is marked by pioneering advancements in storage and power technologies. In 1963, Maxell produced Japan's first alkaline dry battery, followed by the launch of audio cassette tapes in 1966, which became a of its . Key milestones include the 1973 introduction of the world's first high-performance battery, the 1978 commercialization of video cassettes, and the 1998 development of the first rewritable disc. During the , Maxell gained cultural prominence through its iconic "Blown Away" , featuring a man dramatically reacting to the power of its cassette tapes, which evolved into a pop culture phenomenon and later included a "Blown Away " variant in national commercials. The company underwent structural changes, operating as Maxell from 1964 to 2017 before reverting to Maxell, Ltd. following mergers. Maxell's product portfolio emphasizes reliability and innovation across diverse markets. Its energy division produces lithium-ion, alkaline, and batteries for consumer, automotive, and industrial applications, including micro batteries for semiconductors and recent advancements in all-solid-state batteries, such as 150°C-compatible models with mass production starting in 2025. In recording media and industrial materials, the company offers optical components, floppy disks (introduced in ), and like sensors for automotive and medical uses. Consumer offerings include headphones, earbuds, home entertainment devices, and solutions, with a commitment to in production and energy storage systems. Through these segments, Maxell continues to adapt to technological shifts, focusing on healthcare, automotive, and eco-friendly innovations.

History

Founding and Early Development

Maxell was established on September 1, 1960, in , Japan, as Maxell Electric Industrial Co., Ltd., initially operating as a dry cell manufacturing plant. The company's name derives from "Maximum Capacity ," reflecting its founding focus on producing high-performance dry batteries for emerging . It emerged from the dry battery and divisions spun off from Nitto Electric Industrial Co., Ltd. (now Corporation), capitalizing on Japan's post-war economic recovery and the rising demand for reliable power sources in household devices like radios and early televisions. In its early years, Maxell prioritized battery innovation to support the burgeoning electronics sector. By 1963, it commenced production of Japan's first alkaline dry batteries, which offered superior longevity and performance compared to earlier carbon-zinc types, aligning with the needs of portable appliances during Japan's high-growth era. The company expanded into magnetic media in 1966 by commercializing the first audio cassette tapes in the Japanese market under the Maxell brand, licensed from Philips, which quickly gained traction amid the audio recording boom. This diversification marked Maxell's shift from pure battery manufacturing to integrated solutions for consumer audio and data storage. The 1970s saw further milestones in product development and international outreach, driven by Japan's expansion. In 1973, Maxell launched the world's first high-performance zinc-manganese battery, enhancing for demanding applications in cameras and toys. By 1976, it introduced Japan's first 8-inch (FD-3200S), entering the data storage market as personal computing emerged. That same year, Maxell established its European subsidiary in , following the 1969 founding of Maxell Corporation of in the U.S., which facilitated exports and localized sales amid global demand for Japanese precision . These advancements positioned Maxell as a key player in the supply chain before its deeper integration with in the 1980s.

Affiliation with Hitachi

In 1964, Maxell Electric Industrial Co., Ltd. changed its name to Hitachi Maxell, Ltd., marking its formal integration into the Group as a key affiliate focused on batteries and recording media. This affiliation leveraged 's technological resources to expand production capabilities, building on Maxell's early innovations in dry batteries established at its founding in 1960. By the late 2000s, sought to strengthen its control over the amid competitive pressures in . In July 2009, launched a to acquire all outstanding shares of Hitachi Maxell, aiming to make it a wholly owned entity and stabilize capital relationships for enhanced business synergy. The offer succeeded, leading to delisting from the and Stock Exchanges in March 2010, after which Hitachi Maxell operated fully under 's ownership. Under this deepened affiliation, Maxell expanded into advanced energy solutions, commencing shipments of high-power cylindrical lithium-ion batteries with reduced cobalt content in 2010 for consumer devices such as mobile . This drew on Hitachi's expertise in materials and , enabling reliable performance for portable applications. In 2013, Hitachi Maxell merged with its battery-focused subsidiary, Hitachi Maxell Energy, Ltd., to consolidate operations and streamline energy product . Concurrently, it acquired the , , and manufacturing assets from Hitachi Consumer Co., Ltd., integrating this business to broaden its portfolio. These moves culminated in relisting on the First Section of the in March 2014, restoring public status while maintaining strong ties to . During the Hitachi affiliation period, Maxell experienced significant growth in optical media, commercializing discs in 1995 and becoming the world's first to mass-produce rewritable in 1998, supporting the rise of digital storage needs. Similarly, its battery business for mobile devices expanded, with lithium-ion technologies gaining traction for smartphones and laptops, contributing to steady revenue increases through the mid-2010s.

Spin-off and Recent Developments

In October 2017, Hitachi Maxell, Ltd. transitioned to a structure, changing its name to Maxell Holdings, Ltd. to enhance operational independence from , Ltd. while refocusing on core business segments including Products, Industrial Materials, and and Devices. This allowed Maxell to streamline its portfolio toward high-value industrial and consumer applications, building on its historical expertise. In April 2021, the company dissolved the holding structure through an absorption-type merger and renamed itself Maxell, Ltd., further solidifying its autonomous operations. The firm had relisted on the First Section of the in March 2014 and, following the exchange's market , transitioned to the Prime Market in 2022, supporting ongoing financial stability post-restructuring. In December 2018, Maxell formed a consortium with the Innovation Network Corporation of (INCJ) to acquire Vehicle Energy, Ltd., renaming it Vehicle Energy Inc. and investing in advanced technology for electric vehicles (EVs). This emphasized Maxell's commitment to green energy solutions, leveraging its battery manufacturing capabilities for sustainable mobility applications. In October 2024, Maxell announced accelerated of all-solid-state batteries as a core growth area, targeting of small-size sulfide-based variants by 2027 to meet demands in and sectors. These batteries prioritize , longevity, and environmental benefits, aligning with broader efforts to reduce carbon emissions across the value chain. Maxell began mass production of its high-capacity coin-type (CR2032S) on April 17, 2025, designed for compact electronic devices requiring stable, high-discharge performance in industrial settings. This advancement supports extended operational times and reduced environmental impact through fewer replacements. Under its Medium-Term Management Plan MEX26 (fiscal years 2025–2026), Maxell targets net sales of 150.0 billion yen and operating profit of 12.0 billion yen by fiscal 2026, with investments exceeding 20 billion yen in capital for green energy and industrial innovations to drive above 10%. These initiatives underscore Maxell's strategic pivot toward sustainable technologies and industrial efficiency.

Products

Energy Products

Maxell's energy products primarily encompass a range of primary and secondary , leveraging advanced -based technologies to provide reliable power solutions for diverse applications. The company has established leadership in (Li-MnO2) , which offers high and long-term stability. Primary form the core of Maxell's offerings, including cylindrical types such as the CR17500AU, designed for (IoT) devices with the industry's highest capacity in its class. Coin-type primaries, like the CR2025 and the newly mass-produced CR2032S, deliver 3V output and capacities ranging from 170 to 225 mAh, with a typical 10-year , making them suitable for low-drain . The CR2032S, introduced for enhanced wireless performance in compact communication devices, entered in April 2025, providing extended operational life under demanding conditions. Secondary batteries include coin-type lithium rechargeables, such as the CLB640 model with approximately 6 mm and up to 1,000 charge-discharge cycles, catering to applications requiring repeated use. Heat-resistant variants, particularly those based on all-solid-state technology, support operations up to 150°C, enabling deployment in high-temperature environments like industrial mobility systems. Emerging technologies focus on all-solid-state batteries utilizing sulfide-based electrolytes, which enhance durability, , and safety for wearables and devices, with potential lifespans exceeding 20 years. These batteries eliminate liquid electrolytes, reducing risks of leakage and enabling reliable performance in extreme conditions. Applications span consumer sectors like watches and remote controls, industrial uses in semiconductors and automotive backup power, and wireless charging products through kits. In 2025, Maxell advanced these with installations in industrial robots at Subaru's Oizumi Plant, demonstrating practical integration. In October 2025, Maxell announced the start of sample shipments for the ceramic-packaged all-solid-state PSB401010T, which supports operations up to 150°C, beginning in November 2025.

Industrial Materials

Maxell's industrial materials division focuses on developing advanced substrates and components that support processes in high-tech sectors. These materials include specialized tapes and films designed for precision handling and protection in production, as well as solutions for reliable archiving. Precision molding technologies further enable the creation of intricate parts used in automotive and electronics assembly, emphasizing durability and accuracy in demanding environments.

Magnetic Application Products

Maxell's magnetic application products encompass backup tapes and specialized tapes for , alongside precision molded parts that facilitate high-accuracy processes. LTO Ultrium cartridges, such as the LTO 5 model with up to 3 TB compressed capacity and a 280 MB/s transfer rate, provide robust solutions for enterprise archiving and backup, leveraging advanced magnetic coating technology for stability and longevity estimated at 30 years. These tapes are integral to /ICT infrastructure, ensuring secure storage for large-scale data operations. In semiconductor manufacturing, Maxell's Sliontec tapes enable high-precision wafer handling during critical stages like backgrinding and dicing. For instance, the No.635141 back grinding tape, with a PET base and UV-curable adhesive, supports wafers with bump heights up to 300 µm while preventing damage and dimples, offering initial adhesion of 0.70 N/10 mm that reduces to 0.06 N/10 mm post-UV exposure for easy release. Similarly, dicing tapes like No.636000 use polyolefin bases with UV release adhesives, providing strong fixation (2.80 N/10 mm initial adhesion) and clean pickup (0.23 N/10 mm post-UV), which are RoHS compliant and essential for yield improvement in chip production. Precision molded parts, produced via Maxell's EF2 (Electro Fine Forming) electroforming technology, create fine patterns on stainless steel (SUS) plates and silicon wafers with micron-level accuracy. These components are applied in semiconductor processes for masks and tools, supporting the fabrication of advanced microelectronics.

Functional Films

Maxell's functional films include heat-resistant and optical variants tailored for mobility and ICT applications, serving as protective and performance-enhancing layers in industrial assemblies. Heat-resistant films, such as those integrated into back grinding tapes, withstand processing temperatures while maintaining wafer integrity during semiconductor fabrication, contributing to higher throughput in AI/ICT device production. Optical films and related molded films support mobility sectors through illumination and imaging . Maxell's ultra-precision molding produces thick, large-diameter lenses for LED headlamps and automotive cameras, offering high and durability for vehicle lighting and sensing systems. These films enable compact, efficient designs in electric vehicles and ADAS (Advanced Driver Assistance Systems), with over 30 years of expertise in lens mass-production.

Precision Components

Precision components from Maxell involve molded products for automotive and electronics assembly, leveraging proprietary molding and for complex geometries. Automotive units, molded from high-precision plastics, provide clear imaging for safety features like lane detection, integrating seamlessly with vehicle electronics. In electronics assembly, these components include molded parts for LED systems and sensors, supporting / infrastructure with reliable mounting and thermal management. For example, precision parts achieve sub-micron patterning, essential for aligning components in high-density boards used in data centers and networking equipment. Following its 2017 independence from , Maxell has intensified focus on segments like these materials to drive growth in and markets. Integration with energy solutions allows hybrid applications, such as combining tapes with power components for robust systems.

Electronics and Devices

Maxell's electronics and devices encompasses optical systems, recording , and consumer audio products, serving applications in home entertainment, projection, and () data storage. The company leverages its expertise in precision optics and manufacturing to deliver solutions for visual display and archival needs. In 2013, Maxell acquired the business from Consumer Electronics Co., Ltd., succeeding Hitachi's business and integrating it into its operations to expand its visual solutions offerings. Optical devices form a core segment of Maxell's electronics lineup, including LCD and projectors designed for professional and educational environments. These projectors support high-resolution imaging with features like edge blending for multi-unit seamless displays, enabling applications in large-scale venues and classrooms. Additionally, Maxell produces LED lenses for automotive use, utilizing ultra-precision molding technology to achieve thick, high-clarity that enhance illumination efficiency; the company holds approximately 20% of the global LED headlights market as of fiscal 2021. These lenses contribute to advanced driver-assistance systems by providing durable, lightweight components for vehicle lighting. Recording media products include solutions such as DVDs and Blu-ray discs, alongside USB flash drives for modern and archival purposes. Maxell's Blu-ray offerings, including BD-R and BD-RE formats, support high-capacity video and data backup, with capacities up to 25GB per disc for rewritable models. Legacy audio cassettes remain available for niche recording needs, building on innovations from the when Maxell commercialized Japan's first audio cassette tapes in 1966. These media solutions are optimized for long-term storage, ensuring compatibility with home entertainment systems and professional archiving. Consumer electronics from Maxell feature portable audio devices like , earbuds, and speakers, tailored for personal and educational use. Wireless , such as the Bass 13 model with active noise cancellation, offer up to 10 hours of battery life and 5.0 connectivity for immersive listening. Earbuds, including true wireless options with dual drivers and IPX3 water resistance, provide secure fits for active lifestyles, while compact speakers deliver enhanced bass via 6mm drivers. Adapters and USB-connected accessories complement these, facilitating integration with devices for calls and media playback in home entertainment setups.

Advertising

Iconic US Campaigns

In the late 1970s, Maxell launched its groundbreaking "Blown Away" advertising campaign in the United States to promote its premium audio cassette tapes, emphasizing their superior sound reproduction capabilities. Created by the New York-based advertising agency Scali, McCabe, Sloves under art director Lars Anderson and photographed by Steve Steigman, the campaign debuted as a two-page print spread in Rolling Stone magazine in 1980 before expanding to television commercials in 1981. The signature imagery featured a bespectacled man in a , slouched in a LC2 lounge chair, dramatically reacting to the intense bass and volume of music played through a high-end stereo system using Maxell cassettes—his hair whipping back, tie fluttering, and glasses nearly flying off his face. These ads highlighted Maxell's (high-bias) and (metal-particle) cassette lines, positioning them as essential for audiophiles seeking distortion-free playback of rock and classical recordings, such as Wagner's . The visual metaphor captured the visceral thrill of high-fidelity audio during the peak of the cassette era, resonating with the rock music culture of the time by evoking the power of live experiences at home. As Maxell's U.S. presence grew following the establishment of , the was revived in to promote other recording media like DVDs and CDs, featuring a "Blown Away Woman" variant in national commercials. A further occurred in 2023 with a "Blown Away " version, tying into themes of durability and reliability for modern audio devices. These U.S.-targeted promotions underscored the brand's commitment to withstanding the rigors of extended playback sessions, aligning with the era's boom in personal stereos and mixtapes. The "Blown Away" series achieved enduring status, significantly boosting Maxell's brand recognition and contributing to its market expansion in the American consumer electronics sector throughout the 1980s. It became a pop culture staple, frequently parodied in media such as , , and the 2010 film , cementing Maxell's association with explosive audio quality and influencing how sound fidelity was marketed thereafter.

Notable UK Campaigns

In 1989, Maxell launched the "Misheard" campaign in the UK through advertising agency Howell Henry Chaldecott Lury (HHCL), targeting music enthusiasts with humorous television spots that contrasted garbled audio on inferior cassettes against the crystal-clear reproduction of Maxell tapes. The core concept played on the common phenomenon of misheard song lyrics, using relatable everyday scenarios to demonstrate how poor tape quality led to comical misunderstandings, while Maxell ensured accurate playback. A flagship ad featured Desmond Dekker's 1968 hit "," where a fan holds up a sign displaying his bungled interpretation—"me ears are alight"—before the underscores the need for Maxell's superior sound fidelity. The extended to another spot reinterpreting The Skids' 1979 track "" with equally absurd lyrical errors, tying into Britain's vibrant pop and rock culture to appeal to cassette users recording and replaying their favorite artists. versions adapted the theme for magazines and posters, depicting similar mishearings in casual listening situations to reinforce the message of reliability for British consumers immersed in the era's music scene. As part of Maxell's wider global marketing efforts, the "Misheard" series complemented the dramatic U.S. "Blown Away" promotions by emphasizing localized wit over visual spectacle. The ads proved highly popular, earning multiple awards and elevating Maxell from a niche audio to a household name in the , fostering stronger consumer loyalty across through their engaging, shareable humor.

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