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Hitachi America, Ltd. | Company Profile, Marketing Contacts, Media Spend, Brands

Hitachi America, Ltd. is the North American subsidiary of Japan-based Hitachi that makes and sells consumer electronics, computing products, telecom equipment, and industrial equipment. The company also offers a wide array of services, including business process consulting, financing, and outsourcing. Hitachi America, Ltd. is headquartered in Brisbane, CA. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **

Main Telephone (619) 591-5200
Main Fax (619) 482-7921
Primary Address
900 Hitachi Way
Chula Vista, CA 91914

Hitachi America, Ltd. Contacts

Contacts (5/8)
Name Title State
Carla Y. Global Partner & Manager, Communications CA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (619) 591-5200
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 900 Hitachi Way
Chula Vista, CA

Shmuel S. Senior Vice President, Product Operations & Technology CA
Linda X. Vice President, Product Marketing - Global CA
Bill W. Director CA
Paula P. Senior Manager, Infrastructure Software Marketing CA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Hitachi America, Ltd. *******

Agency Relationships

Brand Agency Service From To
******* *******, ***. ******** ****** AOR - creative 2006 present
******* *******, ***. ******, ***. AOR - creative unknown present
******* *******, ***. ***//****** digital 2012 present
******* *******, ***. ****, *** AOR - media buying & planning unknown present
******* *******, ***. */*** Media Planning 2016 present

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Hitachi America ups new leader

The Story
Hitachi America Ltd. announced the appointment of Chiaki Fujiwara as president and chief executive officer, effective April 1, according to the company.
Fujiwara succeeds Kiyoshi Kinugawa, who has been appointed chief marketing officer of the sales and marketing division for the Industrial & Social Infrastructure Systems Company Hitachi Ltd.
Fujiwara joined Hitachi America in October 2008. Prior to this, he was deputy general manager of the Tarrytown, N.Y.-based company’s global business division in the corporate marketing group from 2006 to 2008.
Fujiwara joined Hitachi in 1978 and has held supervisory and senior management positions during his tenure, including positions with Hitachi China Ltd. and Hitachi Europe Ltd.
His background also includes extensive experience in several industries including industrial machinery systems and information systems.
Hitachi America, a subsidiary of Hitachi Ltd., offers a broad range of electronics, power and industrial equipment and services, automotive products and consumer electronics with operations throughout the Americas.
The Research
WinmoEdge learned more from Hitachi America’s Branding and Corporate Communications Spokesperson Dash Hisanaga.
Our source said that because Hitachi is the regional headquarters for Hitachi Limited, the company acts as a regional liaison. As such, Fujiwara’s initial goal will be to strengthen and further aim its business.
Further strengthening Hitachi’s social infrastructure will be another item of Fujiwara’s agenda. Hisanaga said that he hopes to achieve a 50 percent sales generation as quickly as possible – Hitachi sits at roughly 42 percent right now.
Additionally, Fujiwara is charged with assisting Hitachi as it grows its overseas business, another one of his goals in his new leadership role. Hisanaga said his focus will primarily be concentrated on global sales growth in U.S. as well as its infrastructure like utility, power and industrial.
Hisanaga said that Hitachi prefers not to limit itself to any one particular media outlet, and would much rather utilize a broad marketing mix approach.
“Yes, we do a lot of print ads and the online kind of thing, but the main target is to contact the C-level publications like the Harvard Business Review, and not limit ourselves to a specific outlet,” he said.
Hisanaga added that the company solely utilizes B-to-B marketing outreach to target businesses in consumer electronics, auto, power and manufacturing segments. To complement this effort, Hitachi attends a lot of trade shows and advertises in trade publications.
Ever since Obama expressed his support for the nuclear power industry and support for its long-term plan, Hitachi has been working with General Electric to strengthen its global sales on the nuclear reaction side – Hisanaga said that this has made a positive impact on the company.
With the economy still somewhat in disarray, our source said that Hitachi is going to have to wait for its customers to become more confident before it starts aggressively marketing B-to-B to reach them.
Hisanaga said that any external agency relationships depend on the nature of the campaign. He said that the company is not limited to just one single agency, but rather partners with multiple firms on a case-by-case, project-by-project basis.
“We work with (New York-based) Gotham and (New York-based) McCann (Erickson) on certain kinds of campaigns, but that’s just one portion of it,” he said. “Other related business is with (New York-based) Weber Shandwick, so it’s based on market-by-market.”
According to The Nielsen Company, Hitachi America spent about $300,000 on advertising in 2008. About $270,000 was spent on national magazine ads and about $40,000 was spent on spot radio ads.

Hitachi America, Ltd.
50 Prospect Avenue
Tarrytown, NY 10591
(914) 332-5800
Kiyoshi Kinugawa
Chief Marketing Officer, Sales & Marketing Division, Industrial & Social Infrastructure Systems Company
(914) 332-5800
(April 1)
Chiaki Fujiwara
President & Chief Executive Officer
(914) 332-5800
(April 1)