Mitsubishi Electric Corporation has announced that its US-based software subsidiary, ICONICS, will be renamed Mitsubishi Electric Iconics Digital Solutions, Inc effective April 1, 2025. This change reflects a strategic move to align the subsidiary more closely with the Mitsubishi Electric brand. The rebranding will also extend to three other ICONICS subsidiaries located in the United Kingdom, Czech Republic, and Italy, which will adopt new names under the Mitsubishi Electric identity during the month of April.

The rebranding initiative is aimed at strengthening global brand recognition and improving the company’s ability to attract skilled professionals worldwide. By unifying these subsidiaries under a single brand name, Mitsubishi Electric intends to present a more cohesive identity across international markets, thereby enhancing its competitive edge in the field of industrial automation and digital solutions.

In addition to the name change, Mitsubishi Electric plans to utilise its proprietary digital platform, Serendie, to support and accelerate the growth of ICONICS’ business. The platform will also play a significant role in expanding Mitsubishi Electric’s broader factory automation digital solutions. This move is part of the company’s wider strategy to reinforce its presence in the global automation market and drive innovation through integrated digital technologies.

The alignment of ICONICS with Mitsubishi Electric’s brand and technological assets underscores the corporation’s commitment to delivering advanced digital solutions for industrial automation.