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MISSION: To provide our valued clients total revenues being generated outside Japan, However, the new direction of Aiwa
and shareholders with the best and most 43 percent in North and South America, 25 under Sony did not meet consumer and
high-quality products beneficial to the percent in Europe, and 13 percent in Asia sales expectations.
daily needs of society through continuous outside Japan and other regions.
product innovation and development. Our On January 21, 2005, new product development
passionate pursuit of bringing people together Although not officially an affiliated company of ended, and by 2006, Aiwa products were
around entertainment. consumer electronics giant Sony Corporation, discontinued and no longer sold in the market.
by 1982, Sony had a 54.6% stake in the Sony announced the termination of the brand
Camaraderie among employees – our mutual company, effectively giving it majority control. entirely on May 14, 2008.
trust has bear fruits through sharing excellent
ideas and creating an inextricably intertwined With growing competition throughout the late As of January 2014, the Aiwa website
interconnectivity in aiming for shared 1990s, the company slid towards bankruptcy. still existed to provide customer-support
common goals and aspirations. telephone numbers for some territories and
In March 2001, the company’s president, regions, but it also contained many broken
Loyalty to our commitment – our vision Masayoshi Morimoto, announced halving links and blank pages. In other areas, such
and mission are our roadmaps to achieve its workforce following a second consecutive as Europe, it redirected to a page on the
our obligation to provide our clients the loss-making year. Sony website stating that the Aiwa website
satisfaction that they need. had closed.
Acquisition by Sony - The company’s logo as
Integrity – every output we create is traced part of Sony (2004–2006) On April 11, 2017, Japanese audio equipment
back to our strong moral values and ethics. manufacturer Towada Audio announced that
Passion for excellence – our unlimited pursuit The troubled company was then fully it acquired the Aiwa brand rights from Sony
of providing our clients with great deals while purchased by Sony Corporation. As of and would produce Aiwa-branded audio and
simultaneously innovating and developing December 31, 2003, Aiwa ceased to be a record player products.
new products to cater to the fast-changing separate company and became a wholly owned
needs of the society division of Sony. In 2021, Aiwa partnered with 5,000 retailers in
India to relaunch the country.
HISTORY In January 2004, Sony announced the
The company was founded on June 20, 1951, as rebranding and relaunch of Aiwa as a “youth- In 2018, AIWA was awarded SUPERBRAND
AIKO Denki Sangyo Co., Ltd., manufacturing focused, PC-centric” electronics brand. A new status and, to date, remains in the
microphones, and changed its name to Aiwa logo of Aiwa was presented to the world’s media SUPERBRAND program.
Co., Ltd., on March 10, 1959. Mitsuo Ikejiri along with a statement of Sony’s intention to
served as president until 1969. invest in and “revitalize” the Aiwa brand. The RECENT DEVELOPMENTS
direction proposed was to capitalize on the Despite the pandemic years, AIWA
In 1968, Aiwa marketed Japan’s first boom growing trend among personal-computer- Philippines has managed to sustain its
box, the TPR-101, and the first cassette deck, literate teenagers and young adults to use their market edge other than staying in the market.
TP-1009. Despite Sony being the major PCs for all forms of entertainment (television, The AIWA global brand has maintained
shareholder, healthy competition between the films, music, chat). It was also used to expand its presence and market leadership in
two brands was believed to be profitable. in markets where Sony is not as strong. the Philippines.

In 1980, Aiwa created the world’s first personal
stereo recorder, TP-S30.

In 1990, Aiwa created the HP-J7 earbuds,
designed to be vertically inserted into the ear.

In 1993, the first CD+G-compatible portable
CD player, the XP-80G, was made.

In 1995, it released a PHS mobile phone called
the PT-H50, which was made for the DDI
Pocket network in Japan. That same year, an
electric toothbrush, the HA-C10, was released.
Aiwa manufactured more than 89 percent
of its output outside Japan, with a heavy
emphasis on the lower-cost Southeast Asian
nations of Singapore, Malaysia, and Indonesia.
The company was also heavily dependent on
overseas sales, with more than 80 percent of

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