Onkyo Reimagined: The Japanese Brand Prepares For A New Chapter

Founded in 1946, Onkyo came into existence during Japan’s massive rebuilding effort, as the nation literally rose from the ashes of World War II to become one of the world’s top technology centers. The company, whose name means “sound harmony,” thrived for decades before nearly collapsing a few years ago. With bankruptcy looming, Onkyo almost made a deal to join the ranks of Sound United, alongside Denon and Marantz. When that deal fell through, the brand’s future looked grim. But then a joint venture between Sharp and Premium Audio Company acquired the Onkyo and Integra brands, taking on not only the companies’ intellectual property, but also the responsibility for engineering, product development, manufacturing, marketing, and distribution of the entire Onkyo home entertainment business. The relationship between Onkyo and Premium Audio Company had actually started in 2020, when PAC began distributing the Onkyo, Integra, Pioneer, and Pioneer Elite brands. (For a more detailed look into Onkyo’s recent woes, read Wayde Robson’s article Despite Bankruptcy Onkyo, Pioneer, Elite AV Drives On!)

Under the auspices of Premium Audio Company, things have been looking up for Onkyo during the last couple of years. In fact, our experience with the impressive Onkyo TX-RZ70 AV receiver left us feeling that the glory days of Onkyo are back! The RZ70 was just named an Audioholics 2024 Product of the Year, and the recently-launched RZ30 looks to be another winner at its $1,200 price point, making Dirac Live with Bass Control accessible to more home theater enthusiasts. But as great as Onkyo’s recent AV receivers have been, the company’s leadership has even bigger plans moving forward. 

Toward the end of 2024, Onkyo held a virtual press event outlining a vision for a reimagined Onkyo. Some of the rebrand will focus on Onkyo’s identity, from a new logo to a refreshed overall tone, which the company describes as “serious, professional, confident, and polite, in true Japanese style.” But it’s not all about marketing. Premium Audio Company has invested heavily in research and development, opening a new PAC Technology Center in Osaka. The 59 employees working in the Premium Audio Company Technology Center (PACTC) have a total of 1,300 years of experience, according to Onkyo.

The establishment of PACTC is more than just a facility; it’s a hub for innovation where our engineers, technicians, and marketing teams collaborate to develop the next generation of ground-breaking audio products. By combining our rich history with cutting-edge technology, Onkyo sets new benchmarks in sound quality and performance worldwide. From this new center, we are not just maintaining our legacy; we are enhancing it. It’s already playing a pivotal role in delivering high-performance audio solutions to consumers around the world, as Onkyo remains at the forefront of the audio industry.

— Onkyo

One of the keys to Onkyo’s vision for the future of the company is technology partnerships with other brands. Expect to see more “Powered by Onkyo” products, such as the new Flexus Sound Systems developed in conjunction with Klipsch. Onkyo’s list of technology partners is vast, including names like Sonos, Roon, Dirac, and Qualcomm. But the company is also working on new marketing collaborations to help expand Onkyo’s brand recognition into new demographics. Perhaps the biggest of these is a collaboration with Marvel Television and Disney+. Onkyo was the official home audio system of Marvel Television’s Agatha All Along series, now streaming on Disney+. Onkyo says more collaborations will be announced throughout 2025. According to Onkyo, “these opportunities to work together not only enhance… product offerings, but (also) keep the Onkyo brand at the forefront of the entertainment experience at home.”

Onkyo has plans to reach new consumers, not just via marketing opportunities, but also by “developing an entirely new range of products designed to cater to both everyday audio consumers and high-end, premium hi-fi listeners.” Yes, there will still be new Onkyo AV receivers, but the company says that its ambitions “reach far beyond that.” We’ve seen some of Onkyo’s upcoming product offerings, and while we can’t reveal specifics yet, you won’t have to wait long. Onkyo's new home speaker series, and a new electronic separate series, will be announced at CES 2025 in Las Vegas. If you’re attending CES, you can find Onkyo at the VOXX International Booth in the LVCC, Central Hall - Booth #17204, and in the company’s hospitality suite at the Virgin Hotel.

At The Heart of Entertainment, Onkyo products are the central hub for all multimedia applications and offer superior sound performance regardless of source or format. They offer control, power, processing enhancements, and precise delivery for stellar digital playback. For music lovers, vinyl record collectors, work-from-home creators and movie fans alike, Onkyo's next generation of products will certainly exceed expectations.

— Onkyo

To learn more about the new Onkyo, visit www.onkyo.com.