1. Buying Traction Machines Based on Brand Name
In today's market, many individuals and organizations offer traction machines, control cabinets, and elevator components bearing the names of major brands. However, product descriptions sometimes stop at the brand name, lacking specific data on the manufacturer, model, serial number, origin, and distribution channel.
In reality, elevator corporations such as Orona, Otis, KONE, Schindler, Mitsubishi, Fujitec, or Toshiba only supply complete elevator systems. Critical components such as traction machines and control cabinets are typically supplied for new projects or for the manufacturer's maintenance, repair, and modernization activities, rather than being sold on a mass basis as standalone products.
Therefore, the fact that a device is advertised under the name of a major brand is not sufficient to determine that it is a genuine product.
Buyers need to check the model, serial number, machine label, origin documentation, import documents, and the credentials of the distribution entity; at the same time, cross-reference the information with the manufacturer or the brand's official representative.
2. Traction Machine Lines Bearing the Fuji Name
Fuji is a name associated with Mount Fuji – a famous symbol of Japan. The name Fuji is used by many businesses as a brand name and company name, not only in Japan but also in many other countries.
Mentioning a product with the Fuji label can easily lead buyers to associate it with a Japanese brand or origin, and to feel confident in choosing it due to their trust in Japanese quality.
Not only in the elevator sector, but “Fuji” is also chosen by many Asian businesses as a brand name for most of their technology and consumer products.
However, Fuji is not a name owned by a single business. In the current elevator market, traction machines and electrical cabinets bearing the Fuji name are also offered by many parties with various origins, commonly Japan, South Korea, Thailand, Malaysia, and China.
2.1 Fujitec and Fuji Electric Brands
Among the brands bearing the Fuji name in the elevator industry, Fuji Electric and Fujitec are two large, long-established Japanese industrial corporations.
Fujitec is a manufacturer of complete elevator systems, while Fuji Electric operates in the field of industrial electrical equipment and supplies FRENIC-Lift inverters for elevators.
Fujitec is a manufacturer specializing in elevators, escalators, and moving walkways, providing services ranging from research, manufacturing, and installation to maintenance and modernization. Outside Japan, Fujitec has factories and production facilities in many countries and territories such as China (Beijing, Shanghai, Hong Kong); Taiwan (China); South Korea, India, and the US.
The supply of individual components such as traction machines, electrical cabinets, etc., primarily serves the maintenance, replacement, or modernization of Fujitec elevators in operation, through the authorized service system.
Fuji Electric is an electrical and electronic equipment corporation established in 1923 from the collaboration between Furukawa Electric and Siemens. According to the company's history, the name Fuji Electric was formed from the first syllables “Fu” and “Si” of the two founding companies, while also evoking Mount Fuji.
Fuji Electric is not a complete elevator manufacturer and does not produce traction machines. Its typical product for the elevator industry is the FRENIC-Lift inverter line.
On December 11, 2025, Fuji Electric also issued a warning about fake websites illegally using the company's name, logo, and content. This incident is not yet evidence of counterfeit Fuji Electric traction machines, but it shows the risk of exploiting a company's name and identity to build trust with customers.
2.2 Other Fuji Brands
Many businesses in different countries also use the Fuji name to build their product brands. Therefore, “brand,” “place of business registration,” and “product origin” are concepts that need to be distinguished.
Many businesses in Asian countries such as Japan, South Korea, China, Thailand, or Malaysia use the name “Fuji” to develop their product brands.
The market has many traction machine lines bearing the Fuji name, originating from many countries such as China, South Korea, Japan, Thailand, Malaysia, etc.
A brand may be registered in South Korea, Thailand, or Malaysia, while the product is ordered for processing, assembly, or finishing in another country. Some businesses directly research and manufacture traction machines; others place orders under OEM or ODM models and then attach their own brand.
The fact that many brands place orders at the same factory or use the same design templates also explains why some traction machines have similar appearances and specifications but bear different names.
There are cases where a business registers a brand in one country (South Korea, Malaysia, Thailand, etc.) but the actual product is processed and finished in China.
Being manufactured in China or ordered under OEM or ODM models does not necessarily mean counterfeit or poor-quality goods.
The violation occurs when the supplier does not disclose or misstates, or fraudulently represents, the true origin of the product. For example, a FUJI traction machine manufactured in China for a brand named FUJI in Thailand, but the supplier offers it as originating from Thailand instead of China.
Therefore, buyers cannot evaluate a traction machine solely through its external appearance or the Fuji name, the origin stated in the quotation, or the product label.
When choosing to buy a traction machine, electrical cabinet, or any product, buyers should require the supplier to clearly identify:
- The device's model information and the information on the manufacturer's website or catalog;
- The device's model information matching the information stated on the Certificate of Origin (CO) and Certificate of Quality (CQ); request original CO and CQ documents for cross-checking;
- The origin stated on the original label and goods documentation;
- The address and capabilities of the manufacturing plant
- The credentials of the importing or distributing entity.
The brand name or origin stated in the quotation cannot replace the actual documentation of the product.
Buyers need to clearly understand which entity manufactures the equipment, where it is manufactured, and which entity is responsible for quality, warranty, and replacement parts. The right choice should begin with verifying information, rather than placing trust in a familiar name or ambiguous information.
