LG Electronics Prices Its Super UHD TVs

February 28, 2017
 
Last year, LG rebranded its high-end LCD TVs to “Super UHD”, which sounds a lot like Samsung’s “SUHD”. This year, Samsung rebranded its high-end LCD TVs to “QLED”, which similarly sounds a lot like LG’s OLED. The difference, of course, is that “QLED” is LCD. Nevertheless, LG hopes that a “dual premium strategy” will enable the company to overtake Samsung. Maybe if LG Display doesn’t sell Samsung TV panels, they will be more successful. In the premium segment LG will sell both OLED and LCD TVs. The company has developed a new “nano cell” structure that help improve picture quality on the LCD displays. LG has announced pricing and availability details for the SJ8500 and SJ9000 models. The price for a 55” TV starts at $1999. At CES in January, LG also announced a more affordable SJ8000 but the company has yet to reveal pricing details for this model. LG has also revealed prices for most of the 2017 OLED TVs. The SJ8500 range will launch in February and the SJ9500 range will follow in March.
 
Prices of LCD TVs:
  • 55” LG SJ8500 - $1,999
  • 65” LG SJ8500 - $2,799
  • 75” LG SJ8500 - $3,699
  • 65” LG SJ9500 - $3,999
  • 86” LG SJ9500 - $7,999
 
LG Electronics also unveiled its premium 2017 TV models on February 23, 2017 in Seoul, Korea showing a 65-inch LG Signature OLED TV “W” series, which was released on February 25, 2017. 
 
Figure 1 LGE’s OLED TV W Series
Source: LGE
 
LGE plans to release its 77-inch OLED TV in first half of 2017.  In terms of price ranges, a 65-inch Signature W series OLED TV will be priced at US$ 12K.  The W series OLED TV is based on thin wallpaper concept display that separates its main screen from speakers or put them closely.  LGE focused on improving its sound systems quality, adapting Dolby ATMOS.  LGE’s Bong-seok Kwon, Executive Vice President and CEO of LG Home Entertainment of LGE, confirms that LGE will continuously focus on its expansion of premium TV segment with 15% as flagship TV products.  LGE’s OLED TV share in this product segment was 12.5% in 2016 from 3.7% in 2015. IHS Markit reports that LGE took the #1 position with a 43.1% share in US$2500 premium market segment.  LGE was able to reduce its 55-inch OLED TV price range from US$5,069 in early 2016 to US$2,497 in early 2017. 
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