Hisense, the Chinese electronics maker, has appointed Sarah Larsen as chief marketing officer and James Fishler as chief commercial officer to bolster its strategy for 2026. The company will livestream its CES presentation on January 5, highlighting advancements in RGB Mini LED TVs and display technologies. This follows its showcase of a high-end 136-inch micro LED TV at CES 2025.
Hisense is gearing up for CES 2026 with fresh leadership aimed at enhancing its position in the competitive consumer electronics market. Known primarily for affordable TVs and refrigerators, the company demonstrated premium capabilities last year with a 136-inch micro LED TV priced at $100,000.
In a recent press release, Hisense highlighted the hires of Sarah Larsen and James Fishler. Fishler brings expertise in home entertainment, appliances, and HVAC systems, which the company sees as vital for "building toward a milestone 2026 and its presence at CES." Both executives come from major rivals: Larsen from experiences at firms like LG and Samsung, and Fishler associated with Beats.
Larsen, in an interview with Tom's Guide, stressed Hisense's strength in rapid development, noting the company's quick progression from concept to market as a key advantage. The upcoming presentation will likely emphasize the RGB TV sector, particularly differences between mini and micro LED technologies. This comes as Samsung and LG have already previewed their micro LED offerings, raising questions about affordability below six figures.
The livestream of Hisense's event is set for Monday, January 5, at 1 p.m. ET on the company's website. CES 2026 itself runs from January 6 to 9 in Las Vegas, where Hisense plans to showcase appliances, HVAC systems, and display innovations. Coverage from on-site reports will include live updates and product analyses.
