Panasonic has announced a new strategic partnership with Skyworth to manage its television business in Europe, marking a shift in how the Japanese brand will operate in the region moving forward.
Why It Matters: The global TV market has become increasingly competitive, with strong pricing pressure and large-scale manufacturing advantages concentrated among a few major players. By restructuring its operations, Panasonic aims to remain present in Europe while adapting to changing industry economics.
Under the agreement, Skyworth will take responsibility for sales, marketing, and supply chain operations of Panasonic-branded TVs in Europe. Panasonic will continue to oversee product planning, technology development, and quality standards to ensure its picture performance and brand identity remain consistent.
Panasonic stated that the partnership allows it to focus on its core strengths, particularly in image processing, premium display technologies, and product design. The company emphasized that Panasonic televisions will continue to carry the Panasonic brand and maintain the quality expectations associated with it.
Skyworth, one of the world’s largest TV manufacturers, brings manufacturing scale and operational efficiency to the partnership. The collaboration is designed to improve competitiveness in the European market while maintaining Panasonic’s role in product strategy and innovation.
The transition will be implemented in phases. Panasonic confirmed that it will continue to provide after-sales service and customer support for televisions sold up to March 2026. From April 2026 onward, the new operational structure under the partnership will take effect.
Panasonic described the move as part of a broader effort to strengthen its consumer electronics business in Europe by optimizing its structure and responding to market conditions.
As legacy brands adjust to rising competition and shifting global supply chains, will this partnership help Panasonic sustain its TV presence in Europe for the long term?
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