Sony admits to recent price decreases on Bravia televisions

By James Wells

SYDNEY: Sony Australia has admitted to today that it has cut the price of some Bravia LCD televisions just 24 hours after it announced it will be increasing Bravia prices on 1 February 2009 by between 5 per cent and 15 per cent.

Sony Australia product manager – Bravia, Jan Ergen, told that there is no relation between the products that have been discounted and the products which have received the increases.

“We have recently made some price decreases on selected Bravia LCD TVs – specifically the V series and XBR45 series,” Ergen said.

“These decreases had been planned for and are unrelated to the exchange rate fluctuations and the already announced price increases that will affect our Bravia range from 1 February 2009. As per our previous statement, these increases will range from 5 per cent to 15 per cent and are subject to currency fluctuations.”

Ergen confirmed that the decreases on selected Bravia televisions which have been conducted over the last week varied across the range based on series and screen size. He also confirmed that the televisions which have received the price decreases were purchased at a significantly higher exchange rate between the Yen and the Australian dollar “which gives everyone – including our retail partners – more room to move”.

Ergen said that there are no plans to decrease prices on any other products that will receive price increases in the new year.

“There are no specific plans at this stage however, as I’m sure you would appreciate, we do continue to operate in a competitive market,” Ergen said.

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