Sony restructures its TV division with TCL as majority partner

Sony has announced a strategic agreement with TCL Electronics that will mark a before and after in your home entertainment business. Both companies have signed definitive agreements to create a new joint company that will be responsible for managing the development, manufacturing and marketing of products such as televisions, projectors and audio equipment under the renowned brand. BRAVIA.

TCL will take control with 51% while Sony maintains a presence

As part of this agreement, Sony will create a new subsidiary that will be the basis of this joint venture, called BRAVIA Inc.in which TCL will have a 51% stake and Sony the remaining 49%.. This means that operational control will fall to TCL, while Sony will continue to participate in the business as a strategic partner.

The new company will inherit virtually all of Sony’s home entertainment division, including television development BRAVIAprofessional solutions, projectors and audio systems. All this with a global approach that will manage everything from design to after-sales service.

Transfer of factories and a more than 100 billion yen operation

The deal also includes the transfer of key assets, such as Sony’s manufacturing plant in Malaysia to TCL. In addition, both companies continue to negotiate the future of other facilities in China, which could further expand the scope of this operation.

In economic terms, the total value of the business involved is around 102.8 billion yen (about 630 million euros)while the estimated investment by TCL is around 75.4 billion yen (approximately 460 million euros)a figure that could be adjusted before the definitive closing of this operation.

The Sony brand remains, but with a new global structure

Despite this change, products will continue to reach the market under the brands Sony and BRAVIAthus maintaining its identity and positioning in the premium segment. The intention is to combine Sony’s experience in image and sound with TCL’s industrial and distribution capacity to improve the brand’s position.

The new company will be based in Tokyo and is scheduled to begin operating in April 2027once the necessary regulatory procedures are completed. From that moment on, it will become a consolidated subsidiary of TCL, while Sony will maintain it as a joint venture.

A key move to compete in the global market

This agreement reflects an important strategic change for Sony, which seeks to strengthen its competitiveness by relying on a partner with great production capacity and global presence. At the same time, TCL positions itself as an even more relevant player by incorporating the technology and prestige of a brand like Sony.

The alliance between both companies points to a new stage in the television and audio market, where the efficiency, global scale and innovation They will be key to continue competing in an increasingly demanding and crowded sector.