Mission Statement, Vision, & Core Values (2026) of KeePer Technical Laboratory Co., Ltd.

KeePer Technical Laboratory Co., Ltd. (6036.T), founded in 1985 and based in Obu, Japan, has grown into a distinctive force in automotive care by combining a network of certified service outlets like KeePer LABO and KeePer PROSHOP with proprietary car coatings and washing chemicals that deliver a recognized self-cleaning effect and water-saving benefits; employing 1,116 people as of September 2024, the company pairs rigorous product development and customer-driven innovation with a formal Sustainability Committee overseeing environmental, information security, and human capital initiatives, and leverages strategic alliances such as its partnership with Idemitsu Kosan to scale service reach and quality-read on to explore how KeePer's mission to "create a new car wash culture," its vision of global leadership in all‑natural performance materials, and core values of integrity, innovation, customer commitment, sustainability, collaboration, and respect for human rights shape its strategy and growth.

KeePer Technical Laboratory Co., Ltd. (6036.T) - Intro

KeePer Technical Laboratory Co., Ltd. (6036.T), founded in 1985 and headquartered in Obu, Aichi Prefecture, Japan, is a specialist developer, manufacturer, and seller of car coatings, car-washing chemicals, and related equipment. The company combines proprietary coating technologies with a branded service network to deliver both retail products and professional car-care services.

Overview

• Founded: 1985
• Headquarters: Obu, Aichi Prefecture, Japan
• Employees: 1,116 (as of September 2024)
• Stock code: 6036.T
• Core businesses: Car coatings, car wash chemicals, application equipment, training and certification of service shops

Mission

• Deliver superior vehicle-surface protection through science-driven coatings and chemicals that extend vehicle life and appearance.
• Enable professional-quality car care accessible everywhere via certified networks and training, ensuring consistent customer experiences.
• Promote sustainable use of resources by reducing frequency of wash cycles through high-performance, long-lasting coatings.

Vision

• Be the global benchmark for automotive surface protection and environmentally mindful vehicle-care solutions.
• Scale a trusted service ecosystem-combining product innovation, certified shops, and strategic partners-to reach diverse mobility markets.
• Advance sustainability in automotive aftercare by minimizing water use, chemicals runoff, and lifecycle environmental impact of vehicle maintenance.

Core Values

• Quality: Rigorous R&D and quality control to deliver durable coatings and consistent application methods.
• Customer Focus: Training, certification, and service standards for KeePer LABO and PROSHOP to maximize customer trust and satisfaction.
• Innovation: Continuous improvement in formulation, coating longevity, and application technology.
• Environmental Responsibility: Products designed to produce self-cleaning effects that cut down on wash frequency and conserve water.
• Collaboration: Strategic alliances (e.g., Idemitsu Kosan) and certified partner networks to expand service reach and capabilities.

Sustainability & Governance

KeePer maintains a Sustainability Committee responsible for environmental conservation, information security, and human capital development. The company's product technology emphasizes a self-cleaning effect that reduces the necessity for frequent washes-translating into direct water savings and lower environmental load in real-world use.

• Governance: Sustainability Committee oversight of ESG initiatives and information security policies.
• Environmental impact: Formulations and service models aimed at lowering wash frequency and associated water consumption.
• Human capital: Certified training programs for professional applicators through KeePer LABO and PROSHOP networks.

For historical context, ownership details, and a deeper look at how KeePer creates value through its business model and partnerships, see: KeePer Technical Laboratory Co., Ltd.: History, Ownership, Mission, How It Works & Makes Money

KeePer Technical Laboratory Co., Ltd. (6036.T) - Overview

• Mission focus: develop advanced car coatings and washing chemistries that enhance vehicle performance, protect surfaces, and lengthen service life.
• Quality commitment: rigorous R&D, standardized laboratory testing, and factory quality checks to ensure performance and safety benchmarks are met across product lines.
• Customer integration: systematic capture of user feedback from retail outlets and B2B partners to inform iterative product improvements and service offerings.
• Environmental responsibility: formulation and process changes aimed at reducing VOCs, wastewater contaminants, and lifecycle emissions from products and service operations.
• Global partnership goal: become the preferred chemical and coating supplier for automotive OEMs, detailing chains and multi-brand service networks internationally.

• Product development cadence: continuous launch pipeline with multi-stage field validation across retail partner shops.
• Service network scale: expansion of branded service outlets and franchisee training programs to standardize customer experience.
• Sustainability KPIs: reductions in water use per wash, VOC content per liter of formulation, and percentage of recyclable packaging.

• Product safety and performance: standardized lab validation protocols and third-party certifications for flagship coatings and detergents.
• Customer-driven R&D: structured feedback loops from retail networks feed prioritization of formulation improvements and new service packages.
• Sustainability initiatives: development of lower-VOC chemistries, concentrated formulations to reduce transport footprint, and training for water-recycling wash systems at partner sites.
• Commercial partnerships: collaborations with automotive dealers and fleet managers to adopt KeePer coatings as OEM-recommended maintenance options.

KeePer Technical Laboratory Co., Ltd. (6036.T) - Mission Statement

• Develop and commercialize all‑natural performance materials that reduce environmental impact without compromising durability or finish quality.
• Maintain innovation velocity: target average annual R&D growth of 10% and a pipeline delivering at least three major product introductions every 24 months.
• Expand global distribution: achieve international sales representing 25% of consolidated revenue by FY2028.
• Ensure operational excellence: improve gross margin to 45%+ through process optimization and higher‑value product mix.
• Embed sustainability: reduce lifecycle CO2 intensity of core products by 30% versus a FY2022 baseline by 2030.
• Cultivate partnerships with OEMs, distributors, and research institutes to accelerate adoption of KeePer technologies worldwide.

• Market leadership: target top‑three market share in Japan's professional car‑coating segment and rapid share gains in Europe and Southeast Asia.
• Customer relevance: iterate products based on real‑world application data to keep pace with evolving vehicle technologies (EVs, autonomous fleets) and consumer expectations.
• Continuous improvement: pursue annual product quality improvement rates (defect reduction/returns) of 5-10% year‑over‑year.
• Global footprint: build strategic hubs-sales, warehousing, and technical support-in key regions to reduce lead times and support local partners.
• Sustainability focus: pursue certifications and lifecycle assessments to verify environmental claims and enable B2B procurement wins.
• Culture of innovation: incentivize cross‑disciplinary teams and maintain >5% of headcount in R&D and technical service roles.

• Customer‑centricity: prioritize application performance and long‑term value for professional detailers, dealers, and end users.
• Scientific rigor: base product claims on lab validation, field testing, and third‑party verification where applicable.
• Integrity & transparency: clear ingredient disclosure and sustainability reporting to build trust with partners and consumers.
• Sustainability by design: minimize environmental footprint across formulation, packaging, and logistics.
• Collaborative innovation: partner with universities, OEMs, and distributors to co‑develop solutions and accelerate market adoption.
• Operational discipline: scalable manufacturing, quality systems, and supply‑chain resilience to support global expansion.

• Scaled manufacturing: investment program to expand production capacity and increase automated lines to improve yields and margins.
• Global partner network: selective joint ventures and distribution agreements in Europe, APAC, and North America to localize service and sales.
• Product stewardship: lifecycle assessments, eco‑labeling, and substitution programs to reduce volatile compounds and microplastic content.
• Digital enablement: deploy application data platforms and technical support portals to capture usage metrics and accelerate R&D feedback loops.
• Talent development: technical academies for professional applicators and internal training to sustain service quality and brand reputation.

KeePer Technical Laboratory Co., Ltd. (6036.T) - Vision Statement

• Vision tagline: "Preserve Value. Protect the Future."
• Strategic horizon: Scale premium coating services and digital customer experiences across Japan and targeted international markets by 2030.
• Operational targets through 2028:
  • Network expansion: grow branded shops by 30% from current levels.
  • Service mix: increase recurring-care revenue to represent 40% of total sales.
  • Sustainability: reduce operational CO2 intensity by 35% relative to baseline year.

• Integrity - transparency in quality and pricing:
  • Standardized inspection and certification for every vehicle; customer-facing inspection reports delivered in 100% of transactions in FY2024 pilot regions.
• Innovation - R&D investment and product pipeline:
  • Annual R&D allocation targeted at 2-3% of revenue to accelerate new coating chemistries and digital service tools.
  • Launched X new coating formulations and Y app features in the last 24 months to improve durability and customer retention (pilot and rollouts across major regions).
• Customer Commitment - quality and NPS focus:
  • Target Net Promoter Score (NPS) >60 for premium services; operational KPIs track same‑day delivery and repeat-customer rate improvements.
• Sustainability - operational and product targets:
  • Initiatives to reduce water use per service and transition to low-VOC products in phased rollouts; goal to cut water consumption per vehicle by ~25% within five years.
• Collaboration - ecosystem and partnerships:
  • Active partnerships with OEMs, dealership groups and third‑party fleets to drive volume contracts and standardized training programs across the network.
• Human rights & diversity - workplace metrics:
  • Policies enforcing equal opportunity, anti-discrimination and safety; targets include increasing female and mid-career hires across technical roles year-on-year.

• Integrity guides pricing transparency and quality guarantees-capital prioritized for certification systems and customer reporting tools.
• Innovation receives sustained funding-R&D and pilot rollouts prioritized before large-scale capex in service automation.
• Customer Commitment shapes service design-investment in training and CRM to lift repeat purchase rates and lifetime value.
• Sustainability influences supplier selection and plant upgrades-capital projects evaluated on CO2 and water ROI as well as financial return.
• Collaboration accelerates scale-resources allocated to partnership management and joint ventures to capture fleet and OEM contracts.

• Financial discipline: capital allocation balances network growth with margin preservation; targets set for recurring revenue share and R&D intensity.
• Governance: board oversight tied to sustainability and human capital KPIs; executive remuneration linked to operational and ESG targets.