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Vizio Rebrands From Discount to ‘High End at Affordable Price’
Fastest-growing HDTV company in U.S. airing ads touting technology and precision.
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09.15.2008 — 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.

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Comments

Posted by BitWise_Mark  on  09/15  at  07:13 AM

Has Vizio done anything to improve the product? Until they provide things like discrete IR (last one I saw didn’t even have a usable anchor point), acceptable (even for low-end) HD AND SD picture quality, etc, I wouldn’t touch one. It’s strange how many clients seem to trust an integrator’s judgement about everything else, yet not be able to resist the allure of a bargain basement flat-panel.

Posted by Jason Knott  on  09/15  at  08:02 AM

As long as the Vizio product continues to be sold at wholesale stores like Costco and Sam’s Club, it will continue to be “branded” as low-end by the custom channel, no matter what the quality upgrades may be.

Posted by BitWise_Mark  on  09/15  at  08:24 AM

Indeed. The only time the custom channel cares about Vizio,is when they come across one that a client has purchased on their own, and now wants to have it “integrated”. Granted, that’s a fairly rare occurance. But it may become more common among the entry-level crowd, now that they can get a “High-End” Vizio for $750 at Wal-Mart.

Posted by Jason Unger  on  09/15  at  08:46 AM

There’s something to be said for Vizio, though—at least for awareness of HDTVs.

Perhaps consumers are getting into the market with a cheap Vizio, but they’ll realize they can do better the next time around.

Think of it as the Geek Squad of displays—it’s not the best, high-end solution, but it’s a decent starting point for people new to the market.

Posted by MT  on  09/15  at  10:58 AM

Hmm, I don’t really look at it as a starting point.  I’ve had my 52 inch lcd Vizio tv for a year now and honestly can’t justify spending 1000-2000 dollars more on a Sony or Samsung.  I honestly can’t, so for me, it’s not a starting point.  I am extremely happy with the quality of the picture/performance and have had absolutely no problems at all.  I’m all for the low cost.  I have more important things to do with my money than spending it all on “the best” plasma or lcd.

Posted by Dane  on  09/15  at  11:32 AM

Which is why it’s considered a “budget and value” TV.  You’d definitely discern the differences, you simply don’t think it’s worth the extra dough.  Which is totally understandable for many consumers, but the topic is that Vizio is claiming to be “high-end”, which they are most definitely not.

Posted by Lee Distad  on  09/15  at  11:42 AM

Regardless of “high-end” or “low-end” designations, if it lacks discrete codes that means that it’s a “retail” TV as opposed to a custom channel one.  Vizio seems to be happy with how they’ve positioned their products, so bully for them.

Posted by MT  on  09/15  at  11:50 AM

Have you owned a Vizio tv?  Or better yet, have you owned any of the new models?  The new high end models that they are slapping on their products have not even been released yet.  So how can you come to any kind of conclusion without actually seeing the tv’s or products??

Either way, every Vizio owner that I have talked to or read about have all said they couldn’t be more satisfied with their tv’s and don’t really consider them as “low end”.

Low cost -Awesome tv’s, great service - More Power to them!!

I love it when I see up and coming company’s start getting chunks of the market and give the Sony’s and Samsung’s a run for their money.

Posted by MJ  on  09/15  at  12:05 PM

I have had my Visio 47” LCD for almost 2 years and am quite happy with it. I just don’t watch that me Tv to spend more on it.

Posted by clo  on  09/15  at  07:38 PM

I’d much rather take the time to find a good deal on a quality brand, than buy a lower-end HD TV.  HD is HD...the difference in the experience is largely based on the PQ of the set itself.  If you’re going to spend 1000+ on a TV, shouldn’t it be worth it? 

If you know how to shop, you can get a 52 inch samsung for under 2,000 bucks.

Posted by brandenpro  on  09/15  at  08:35 PM

Once that Vizio has a problem you arent going to feel so good about that “deal” you got.  There is no way to service those panels.  They go right in the trash, so if your warranty is up its time to buy another.

Posted by daydreamer  on  09/16  at  08:36 AM

I bought a 60” Plasma Vizio from Costco a year & a half ago for $2600.
no problems, picture & sound is great!
I did notice that they are not selling these 60” plasma TV’s anymore. don’t know why, but i’m glad i got mine

Posted by Service Guy  on  09/16  at  11:48 AM

THe real issue with Vizio and its cousins in the discount area is not quality or versatility as every consumer will make a choice based on their needs.  It is to me as one gentleman pointed out, what happens when you are the owner of a failed set?  For those unhappy soles, out of warranty options are very limited. 

The differentiator between discount brands and the name brands is the level of support behind the product after money has exchanged hands!!

Posted by chargerfan  on  10/08  at  12:07 PM

I’ve had my Visio for almost a year and it hasn’t given me any problems. I love the picture and haven’t had any service issues at all.  My sister has a Samsung and hers was almost twice as much!

Visio just got a great write up in the November Consumer Reports.  Check it out.

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