Cubic³, a member of SoftBank Corp.’s (TOKYO: 9434) group of companies and a global pioneer in connectivity solutions for software-defined vehicles (SDVs), unveiled a new brand identity on April 3, 2025. Formerly trading under the name of “Cubic Telecom,” going forward the company will use the “Cubic³” name.
Cubic³ CEO Barry Napier described the launch of the new brand as an “exciting step” following the milestone year of 2024, which saw the birth of a strategic partnership with SoftBank. “This partnership has helped us fast-track our expansion in APAC and North America, furthering our goal of connecting the SDV market globally,” Napier said. “While the name ‘Cubic Telecom’ has served us incredibly well, it’s time for a new identity, one that represents the breadth of advanced software solutions and services we provide.”
Napier added, “The new name is memorable and unique, and the cubed symbol is our way of saying we’re taking things to a whole new level. In an industry predicted to reach $650 billion by 2030, this small but powerful symbol indicates our ambition and drive for the future.”
Pronounced ‘Cubic’, the new name and identity showcases how the technology company multiplies business opportunities for original equipment manufacturers (OEMs) looking to adopt a software-first approach in the automotive, agriculture and transportation industries. Today, Cubic³ connects more than 23 million vehicles – 12% of all connected cars sold globally – in over 200 countries and regions, partnering with world-class OEMs like Volkswagen, Audi, Porsche, General Motors, CNH and IVECO.
For more information, please see Cubic³’s press release.
Related Articles
(Posted on April 24, 2025)
by SoftBank News Editors
