Sony's New TV Prices: Tariffs at Play?

Sony's latest TV lineup, including the Bravia 8 II OLED, Bravia 5, and Bravia 2 LED sets, has hit the market. The Bravia 8 II OLED is set to be a top contender in 2025. However, there's a noticeable price hike in the US compared to its predecessor, the A95L. The 65-inch Bravia 8 II is priced at $3, 999. 99, which is $500 more than the A95L. Meanwhile, the Canadian price remains unchanged at $4, 999. 99. This discrepancy suggests that Sony might be absorbing some tariff costs. The Bravia 5 series also sees a price increase in the US. For instance, the 98-inch model is priced at $6, 499. 99 USD, while in Canada, it's $8, 499. 99. When converted, the Canadian price is roughly $5, 989. 70 USD. This pattern repeats across all sizes, with US prices being higher than their Canadian counterparts when converted. This could indicate that Sony is factoring in tariffs, as the company sources components from various countries and assembles TVs in multiple locations. Sony's TVs are known for their high quality, but they come at a premium. Enthusiasts often pay extra for Sony's superior picture processing and overall viewing experience. However, the recent price hikes might make consumers think twice. Retailers usually offer discounts over time, but the initial prices are still a significant factor. It's worth noting that the Bravia 8 II OLED is a spiritual successor to the A95L, not a direct replacement. The Bravia 5 series has meaningful hardware upgrades compared to the X90L. This makes it difficult to compare prices directly. However, the price increases in the US are still evident. The Bravia 2 LED sets, while not discussed in detail, are also part of the new lineup. It's unclear how these prices compare to previous models, but they're likely to follow the same trend. Tariffs are a complex issue, and it's not always clear how they affect prices. However, the pattern in Sony's new TV prices suggests that tariffs might be playing a role. Consumers should be aware of these factors when making purchasing decisions. It's also important to consider the long-term value of a product, not just the initial price.