Sony, who was forced to move their Bravia TV manufacturing operations to OEM manufacturers in China Taiwan and Korea, due to big losses in their flat panel TV business, is now offering a short term 3 year warranty on their Bravia LCD TV’s in an effort to instill confidence in the brand.
The move is designed to generate sales during the peak buying periods of October to December 2009, both LG and Samsung say they are now reviewing their warranty options.
The move by Sony comes after new research from JD Power showed that retail staff was less likely to recommend a Sony Bravia TV than they were six months ago.
Also contributing to the move is a massive decline in Sony Bravia LCD TV sales in Australia. GFK data shows that Sony fell from over 32% market share at the start of the year to less than 15% of the market in August 2009.
In comparison Samsung, who are a preferred brand recommendation by sales staff in consumer electronics stores, saw sales of their LED and LCD TV’s soar to over 40% market share.
The 3-year Bravia TV manufacturer’s warranty is valid from the 1 October 2009, through until 31 December 2009.
Sony who is starting to take business away from retailers with products like the PSP Go, which forces consumers to buy content direct from Sony, is also set to impact retailers sales of extended warranties which for many retailers is a high profit service sale.
Sony’s 3-year warranty on Bravia LCD panels will apply to the following series: WE5, Z5500, ZX1, W5500, V5500, XBR, S and EX.