Hisense Redesigns Website, Features Only Its Own TV Brand, Not Sharp

Calling itself “the biggest technology company you’ve never heard of,” Hisense debuted its Hisense-usa.com website “to better serve and engage” with consumers, it said in an emailed news release Friday. The website showed only Hisense-branded TVs, not Sharp TVs, which follows recent moves Hisense has made to position its homegrown brand in the spotlight rather than the Sharp brand that's more familiar to U.S. customers. Hisense bought Sharp’s TV factory in Rosarito, Mexico, last year along with North American licensing rights to the Sharp brand for five years (see 1508030046). A Hisense spokeswoman told us: "Despite the licensing agreement, Sharp TVs are still displayed on Sharp's website." At a spring luxury technology event, the company said Hisense is the lead brand for its TVs. The website redesign is part of Hisense's mission, announced at CES, to become the No. 3 TV manufacturer in the U.S. by 2021, it said Friday. The website’s overhauled TV section allows shoppers to filter searches by screen size, resolution and features. Product registration via the website is “seamless and hassle-free,” said Hisense, with a dedicated support page offering downloadable quick-start guides, user manuals and spec sheets for each model.