VAIO Under Nojima: Aiming for the 'Perfect Factory' and Growth Without Past Mistakes

VAIO, originally part of Sony, refocused on the corporate segment after becoming an independent company and undergoing restructuring under the Japanese investment fund JIP. Over the past decade, the brand has strengthened its market position, but now faces new challenges. President Ken Itooka, appointed at the end of 2025, announced the need to revise production and business development approaches.

According to Itooka, one of the key past mistakes was an excessive focus on quantitative metrics, which led to strategic imbalances. The company now plans to concentrate on creating a 'perfect factory,' where quality and innovation will take precedence over volume. This approach is expected to ensure VAIO’s long-term competitiveness in the high-tech device market.

The new strategy also includes expanding the product lineup and entering new market segments, including business and professional solutions. Itooka emphasized that VAIO will continue to develop its own production capabilities, maintaining control over quality and technological processes. This will allow the brand to remain agile and quickly adapt to market changes.