Consumer electronics company Grundig is pulling out of the standard definition TV market to focus solely on high definition (HD) products. The move aims to accelerate the take-up of HDTVs.
The Alba-owned brand is withdrawing all standard definition screens above 19 inches from its product portfolio although it will retain a 15-inch entry level standard definition model for the rest of the year. The move to HDTVs will be supported by press and trade marketing activity during the autumn.
Grundig managing director David Oldroyd believes the move will “future proof” the company against the inevitable demise of standard definition TVs as more HD content becomes available.
Oldroyd admits the move will cut the brand’s market appeal in the short term but he adds that the move suits its new position as a premium brand with a focus on content.
The withdrawal comes as Grundig, which had been unavailable in the UK for four years, relaunches with a focus on digital TV, HD content and video games (MW March 23).
Oldroyd joined the company from Samsung, where he was sales and marketing director, earlier this year to spearhead the relaunch (MW March 16).