"TCL will own 51 percent of the new venture and Sony will get the remainder. The JV will take over product development, design, manufacturing, sales, logistics, and customer service, but won't have to develop new brands as Sony is happy for it to use existing monikers like the "Bravia" label it has applied to TVs for 20 years. The new company plans to advance its business by leveraging Sony's high-quality picture and audio technology cultivated over the years,"
"Sony hasn't said why it wants this deal, but it's not hard to guess at its motives because industry analysts predict TV shipments will grow by under one percent in 2026 and believe Sony's market share trails Xiaomi's 5.8 percent. Sony seems to think its resources can be put to better use than scrapping for perhaps 10 million TV sales each year, and that it can't chase down market leaders Samsung, TCL, Hisense, LG, and Xiaomi."
Sony signed a memorandum of understanding with TCL to create a joint venture in which TCL will own 51 percent and Sony will retain the remainder. The joint venture will assume product development, design, manufacturing, sales, logistics, and customer service, and may use Sony's existing Bravia brand. The new company will combine Sony's picture and audio technology, brand value, and operational expertise with TCL's display technology, global scale, industrial footprint, and vertical supply chain efficiencies. Analysts forecast under 1% TV shipment growth in 2026 and note Sony trails competitors in market share, motivating strategic reallocation of resources.
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