The new entity, headquartered at Sony’s existing Osaki office in Tokyo, is slated to commence operations in April 2027. While the company will retain dual Sony and Bravia branding, the hardware will shift to rely heavily on TCL’s vertical supply chain, display technology, and industrial footprint. This transition encompasses the research, design, and manufacturing of flat-panel displays, projectors, and home audio equipment.
Sony Cedes Majority Control of Bravia Brand to TCL
Sony has finalized a deal to sell a 51 percent stake in its television business to TCL for approximately 75.4 billion yen, roughly $473 million. This joint venture, branded as Bravia Inc., signals a major shift in the Japanese electronics giant's home entertainment strategy as it leans into global manufacturing scale.
Kenji Tanaka, Sony’s senior vice president, stated that the partnership aims to secure growth in a competitive home entertainment market. To facilitate this integration, TCL is acquiring Sony EMCS (Malaysia) Sdn. Bhd., a key manufacturing subsidiary. Discussions regarding the future of the Shanghai Suoguang Visual Products facility remain active, marking a significant consolidation of Sony’s hardware operations under the new joint venture structure.
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