Niterra celebrates 66 years in Brazil with new leadership

First territory of the company outside Japan, a fábrica da Niterra comemora 66 anos com evolução dentro do cenário de aftermarket e OEM automotivo

São Paulo, agosto de 2025 – A Niterra do Brasil, NGK and NTK brands holder and global reference in the automotive replacement market, completa 66 anos de atuação no Brasil em um momento de renovação estratégica. The company begins a new stage of its history with the appointment of Toshitaka Honda as CEO and Eduardo Massao Tsukahara as co-president. Together, Executives have the mission of consolidating the company's leadership in the Brazilian market and expanding their contribution to mobility.

“Há 66 anos, Niterra Trail in Brazil, A path of innovation, Technology and Social and Environmental Responsibility. As part of a global company that generates a positive impact on society with major aspirations in the mobility sectors, Our story is made of advances that illuminate the present and build transformative solutions for the future ”, Afirma Honda, President of Niterra do Brasil

“Celebrar 66 anos no Brasil é uma honra e um marco que reflete a dedicação de gerações de colaboradores, partners and customers. It is a great responsibility and also a privilege to contribute to this new phase of Niterra in Brazil. We are determined to further strengthen our role in the market and build a sustainable future for mobility ”, Complementa Tsukahara.

O setor automotivo brasileiro apresenta sinais positivos em 2025. According to Sindipeças, with the continuous evolution of the Middle Ages of the Fleet, the demand for maintenance and replacement of parts will follow increasing. A projeção do setor é de crescimento em torno de 5% no ano, alcançando faturamento estimado em R$ 269,5 bilhões.

The trend is also reflected in Niterra, that has been presenting a consistent history of growth over the last years. Para o ciclo 2025-2026, The company projects continuity in the evolution of its revenue.

Expanding portfolio and proximity to the market
Among the main highlights for positive performance is the expansion of the sensor line, which includes fuel level solutions, temperature, ABS, rotation, speed, TPS (Butterfly Position), Oil Pressure Switches & MAP (absolute pressure). The company has also been consolidating itself in the two -wheeled segment, as an exclusive importer of the Bando brand, recognized for their belts and rollers.

“The current cycle will be marked by important connections and strategic advances for the company. We continue confident of maintaining the pace of growth and strengthening, more and more, Niterra's protagonism in the Brazilian aftermarket ”, concludes Honda.