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Forum Topic: What do you think of LG's pricing for 2017 OLED TVs?

Are they too used to having the market to themselves

by Mark Hodgkinson Jun 16, 2017 at 8:02 AM


  • Here’s an interesting topic posted by AVForums member, encaser, and it concerns the pricing strategy of the 2017 range of OLED TVs which is very topical, given Steve has just reviewed the LG E7 OLED and is about to do the same for the B7.
    Now that we've seen just how much LG is charging for all its models and, moreover, what the competition is with LG sourced panels, do you feel the pricing is fair? LG promised price breaks for consumers and yet is going the route of supplying panels to its competition instead, postulates encaser.

    Let's consider that, at the top of the range, the LG 77inch models are £20K for the G7 and £25K for the W7 and yet the, recently announced, Loewe Bild 7.77 is £12,990. How is this even possible when the Loewe panel is LG sourced and they are a premium (read typically expensive, high quality) manufacturer/supplier? Asks encaser, although we should point out we don’t fully know the ins and outs of the panels Loewe is buying from LG Display.

    Similarly, encaser continues, we are soon to have Panasonic with their EZ952 55" (£2,999 – 3,299) and 65" (£4,799) models which are both competitively priced to LG's B (£2,999/4,499) and E (£3,499/ 4,999) models - at either the same or lower, respectively. And the same can be said for the Sony A1 (£3,499/ 4,999) plus models from Philips and other brands on the way.

    Encaser feels the question of profit margins are, therefore, brought in to question. Yes, he accurately points out, LG developed and finalised OLED TVs with, ultimately a bought technology, but should consumers expect to see a real price drop and see LG make their money from increased sales in line with more competitive pricing to LED manufacturers models? Or, do you feel it's fair, a good business strategy, for LG to sell panels to competitive manufacturers at what must be a lower price point and maintain relatively high street cost to consumers - particularly in the UK, Brexit aside?

    That’s more than one question, by our reckoning, but we’d love to get your opinions on any of them.

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