BlackBerry Limited (NYSE:BB) shares are trading higher on Thursday.

The company has announced a rebranding of its division, previously known as ‘BlackBerry IoT,’ renaming it ‘QNX’ and relaunching the brand to strengthen its presence in the automotive and embedded industries.

The move, which stems from feedback from customers, partners, and employees, marks a milestone in QNX’s history, emphasizing its role in powering next-generation Software-Defined Vehicles and mission-critical systems.

Acquired by BlackBerry in 2010, QNX has become a prominent player in real-time operating systems. In the last fiscal year, QNX launched the QNX SDP 8.0, a scalable foundation for next-generation automotive and IoT systems, alongside QNX Sound, an audio innovation platform for SDVs, and QNX Everywhere, an initiative designed to spur a more open development environment for QNX technologies.

John J. Giamatteo, CEO of BlackBerry, highlighted that this rebranding is part of the company’s strategy to increase visibility and leadership in these industries, with a focus on growth and innovation.

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QNX technology is already integrated into over 255 million vehicles worldwide, as well as critical systems in healthcare, industrial controls, robotics, and more.

“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.

To accompany the rebranding, BlackBerry unveiled a refreshed logo, website, and visual identity, which will be showcased at CES 2025 in Las Vegas.

According to Benzinga Pro, BB stock has gained over 14% in the past year. Investors can gain exposure to the stock via SPDR S&P Kensho Future Security ETF (NYSE:FITE).

Price Action: BB shares are trading higher by 4.23% to $3.94 at last check Thursday.

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This article BlackBerry Rebrands IoT Division As QNX - What's Driving The Change? originally appeared on Benzinga.com

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