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Shimano is a brand that is steeped in history, drawing deep on its Japanese culture in the relentless pursuit of innovative rod technology.
Its famed JDM rods and equipment are a benchmark that has defined the brand and, according to Tim Bouwens, Marketing Team Manager at Shimano Europe BV, are central to everything that it does.
Bouwens told Angling International: “The heritage of the brand is central to everything we do. Japanese engineering is a daily benchmark for precision, sensitivity and durability. It shapes how we design every blank, grip and reel seat. For customers, that heritage translates into trust. When they pick up a JDM rod they expect elite performance and refined craftsmanship and our legacy sets that expectation.
“JDM says that we are stewards of precision. Heritage is not a tagline for us. It is a responsibility to preserve the feel, responsiveness and control that defines JDM rods, while continually improving on them.
Bouwens added that innovation and delivering new concepts to the market is ‘non-negotiable’. “Our heritage only has meaning if we keep setting the benchmark. The technologies that define JDM rods are the product of continuous R&D, such as diagonal carbon tape reinforcement to minimise blank twisting, internal spiral strengthening to increase rigidity without weight and hollow carbon grips to amplify sensitivity and reduce mass.
“We then transfer and tailor those concepts for different regional needs. We have integrated these JDM innovations into European-focused ranges like, for example, the Yasei LTD, where casting accuracy, sensitivity and low-performance fatigue are critical.
“Innovation is how we keep the heritage alive. It is also how we meet anglers where they are with technique-specific solutions that feel unmistakably Shimano.”
Shimano’s powerful heritage gives it the credibility and clarity to expand in markets with a clear performance message, explained Bouwens. “JDM rods are widely perceived as high-end because of the technologies and materials we consistently apply, from Hi-Power to Spiral X Core to Carbon Monocoque grips.
“That history gives us permission to lead on premium positioning and it aligns our product teams around uncompromising standards. It also compresses the proof cycle with anglers.
“When they see Poison Adrena, ZODIAS or Expride they already associate those names with advanced construction and technique-specific utility, which accelerates adoption in Europe and other regions.”
