TCL and Sony have formed a new joint company to produce Sony's Bravia TVs and home audio products. The partnership, with TCL holding a 51% stake, aims to leverage TCL's manufacturing capabilities while preserving Sony's design expertise. This move ensures the continuation of the Sony brand amid competitive pressures in the TV market.
Sony, long revered for its television innovations, has partnered with TCL to manufacture its Bravia TVs and home audio equipment through a new joint venture. The announcement, made recently, comes as Sony seeks to maintain its presence in a market dominated by cost-efficient production. TCL, known for its affordable yet high-performing displays, will take a 51% controlling interest in the company, set to launch in 2027.
Historically, Sony has not produced TVs entirely in-house for decades. The company pioneered technologies like the Trinitron CRT in the 1980s and transitioned to LCD with the Bravia line in 2005, relying on partners such as a Samsung-Sony joint venture for panels. This new collaboration mirrors that approach, allowing Sony to focus on its strengths in picture processing and design while TCL handles panel manufacturing, assembly, and distribution.
The deal addresses challenges posed by a strong yen, which hampers Japanese exports. Unlike brands like Sharp, Pioneer, and Toshiba that exited the U.S. market by licensing their names, Sony aims to retain control and brand integrity. "Sony will be able to keep its name and have some control over the design and production," notes the report, potentially extending the brand's legacy.
Fans may worry about quality, but the partnership could introduce advanced technologies like RGB backlighting by spring 2026. Sony's recent Bravia models have received strong reviews despite the 'Sony tax' on pricing. This alliance positions Sony for a sustainable future, much like how past partnerships sustained its innovations without full in-house production.
