Sony, who because of mounting losses and their failue to ever make a profit from their Bravia LCD TV’s, is now trying to justify their move to using third party manufacturers in Taiwan and China as opposed to the good old “Made In Japan” tradition that the Company was built on.
Traditionally Sony has manufactured in Japan but in an effort to strip costs from thie operation the company has been forced to abandon their Japanese manufacturing operations, sack tens of thousands of employees and appoint low cost manufacturers. They have also introduced a 3-year warranty for its entire Bravia range in an effort to satisfy customer fears about the brand.
In an effort to explain their moves Sony PR executives are frantically pumping out press releases to rationalise the new manufacturing processes that Sony are now adopting. They claim that their Bravia TVs are quality control tested for picture, sound and reliability. The colour, contrast and black levels are analysed by both a computer specialising in colour analysis and by human visual inspection.
This is the same process adopted by Chinese brands like Hisense, SoniQ and private labels made in Chines plants for the likes of Target, K Mart and Dick Smith.
Sony also use manufacturing processes to ensure its patented product qualities and technologies will not be leaked claims the Company.
Sony Australia deputy general manager, consumer products marketing, Toby Barbour. “Sony’s heritage in television quality is unsurpassed. We have a long history in TV innovation from our Trinitron range, but this is a strength that is reflected to this day under our BRAVIA brand,” Barbour said.