SVA USA (Monterey, CA) (www.sva-usa.com), the US branch of the Shanghai-based consumer electronics giant, used CES to launch a new branding campaign aimed at establishing SVA as a major new high-quality Chinese brand. The company plans to dispel the current view of Chinese electronics as inferior quality and hopes to pioneer the acceptance of Chinese technology to rival the same respect currently bestowed on Japanese and Korean brands.

SVA is the largest brand name in consumer and computer electronics to have come out of China to date. It has a $20B infrastructure and several strategic partners in China, including Panasonic and NEC, for which it manufactures products. Now, the company wants to begin selling consumer electronics, DVDs, LCD displays, PDP TVs and DLP TVs in the US, competing toe-to-toe with Japanese and Korean manufacturers.

On display at CES was a 50-inch DLP TV with 4:3 aspect ratio and an MSRP of $3,300; a 60-inch PDP TV in 16:9 aspect ratio, available this July; a 42-inch wide-aspect PDP TV (1024 x 1024) that is available now for $3,888 and will also be sold through Sears; a 30-inch LCD TV (1280 x 768) for $2,988; and a 20-inch LCD TV (854 x 480) for $1,899.

SVA is in an $850M joint venture with NEC to build a fifth-generation PDP plant in China. It has sold PDPs in South Asia, Australia, Africa and Europe and now will expand into the US.

SVA USA, Robert Rodriguez, 323-796-0888, robert.r@sva-usa.com

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Insight Media, Annmarie Gabisch, 203-831-8464, Annmarie@insightmedia.info