Vizio Rebrands From Discount to ‘High End at Affordable Price’

Vizio is changing the way it markets it flat panels from "discount and value to high end at affordable prices."

Vizio, the fastest-growing HDTV company in the United States, has already begun airing ads touting the technology and precision of its products. (via Engadget HD)

According to ONE/x, Vizio's ad agency, Vizio will soon be marketing a surround-sound system with a wireless subwoofer for HDTVs. Vizio previewed the sound bar at CES earlier this year and says it will "compete with products from Sony, Samsung and others."

"We want consumers to associate premiere audio quality, along with images, when they think about Vizio," says Jason Wulfsohn, creative director at ONE/x Wulfsohn.

Vizio is also using humor to poke fun at the competition. The company, in an advertisement, emphasized buying three Vizio TVs for the price of one well-known brand.

Vizio ranked No. 2 in plasma shipments with a 25.1 percent market share in North America in Q2 2008, according to DisplaySearch.

It ranked No. 3 in total flat panel shipments in North America in Q2 with a 9.5 percent share of the market.

Vizio's HDTVs are popular at big-box outlets like Costco, Sam’s Club and BJs Wholesale Club. Vizio didn't say whether or not it plans to change the venues in which its products are offered.

When we inquired about how Vizio's popularity was affecting custom installers, you responded by saying it's an indirect issue.

But what about Vizio's new marketing technique? Will this drive your clients towards low-cost HDTVs and lower-margin products?

Let us know in the comments below.