Hitachi high-tails out of CE market

Hitachi’s withdrawal from Australia's consumer electronics division part of a global sales strategy

Hitachi Australia Pty Ltd will withdraw from the Australian consumer electronics market as part of a global refocusing of its consumer electronics sales strategy.

Bing Lee merchandising manager of AV and computers, Phil Moujaes, was informed of the decision to close Hitachi's local consumer electronics operations by letter. The retailer has been sourcing a range of Hitachi-branded products including LCD screens, plasmas and GPS units, directly from the local subsidiary.

"We understand that it's part of a global decision by Hitachi to exit consumer electronics," he said.

According to Moujaes, Hitachi will start to wind down local operations at the end of February. The vendor has assured retailers they will be able to continue sourcing spare parts and services.

Moujaes said Hitachi products had been popular with its customers and its pricing was in-line with rival vendors.

"We have not seen any decline in their sales - the products have been selling quite well and have been competitive to the other [vendors]," he said.

"We are disappointed about the decision -Hitachi is a strong, Japanese brand, and it's had strong acceptance in the market. It's disappointing to see less brands available to us."

Business development manager for visual products at Harvey Norman, Gary Brown, agreed the move was not the result of poor sales.

"I wouldn't think they had suffered a decline in sales, their main business is flat panels which is quite a buoyant market," he said.

"If you read the press that is going around it's all to do with erosion of prices. But Hitachi is a pretty financially backed company and they made a good product."

Hitachi has several business divisions in Australia involving industrial products, consumer and manufacturer electronics, energy generation and air conditioning systems, automotive components, and computer systems.

According to various news reports, the decision to exit the CE market is part of a worldwide sales strategy. Hitachi communications executive for consumer products, Celine Herit, confirmed the vendor will be withdrawing from consumer electronics sales in Australia, but declined to comment further pending an official press statement on Tuesday January 22.

- Nadia Cameron contributed to this report.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.
Show Comments

Cool Tech

Toys for Boys

Family Friendly

Stocking Stuffer

SmartLens - Clip on Phone Camera Lens Set of 3

Learn more >

Christmas Gift Guide

Click for more ›

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Aysha Strobbe

Microsoft Office 365/HP Spectre x360

Microsoft Office continues to make a student’s life that little bit easier by offering reliable, easy to use, time-saving functionality, while continuing to develop new features that further enhance what is already a formidable collection of applications

Michael Hargreaves

Microsoft Office 365/Dell XPS 15 2-in-1

I’d recommend a Dell XPS 15 2-in-1 and the new Windows 10 to anyone who needs to get serious work done (before you kick back on your couch with your favourite Netflix show.)

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Cathy Giles

Brother MFC-L8900CDW

The Brother MFC-L8900CDW is an absolute stand out. I struggle to fault it.

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?