10:40 AM EST, 01/02/2025 (MT Newswires) -- BlackBerry (BB.TO, BB) was at last look on Thursday up near 6% and had hit 52 week highs as it announced a divisional name change and relaunch of its QNX brand to "boost recognition" within the automotive and general embedded industries.

The company is renaming 'BlackBerry IoT' as 'QNX' and said the relaunch of the QNX brand was "shaped by input from customers, partners, employees and other stakeholders".

According to Blackberry, QNX technology is integrated within more than 255 million vehicles on the road and a broad range of critical embedded systems including medical devices, industrial controls, transportation, heavy machinery and robotics, among others.

Over the coming months, additional platforms and products may be updated to reflect the division's new brand identity including the myQNX development environment, a statement noted. As part of the QNX brand revitalization, the company also unveiled a refreshed logo, website and distinct visual identity for the new division.

"BlackBerry is at an inflection point and QNX is well positioned for the next 10 years as the demand for advanced hybrid cloud/edge computing capabilities becomes crucial for driving a software-defined future. The investments we have made over the last three years have set us on a well-defined path to capitalize on these trends," said Mattias Eriksson, President, QNX.

He added" "Couple these strong fundamentals with an enviable IP portfolio and a customer and partner base, representing the most advanced technology companies in the world, who are constantly accelerating our joint long term innovation and it's easy to see why QNX has never been stronger."

QNX will showcase its complete suite of automotive offerings at CES next week.

The company's shares were last seen up $0.31, to $5.77 on the Toronto Stock Exchange, having touched $5.91.

Price: 5.81, Change: +0.35, Percent Change: +6.41