Luxury AV brand Loewe has revealed that it has established its own OLED TV manufacturing line at its headquarters in Kronach, Germany. This would stand as an impressive achievement for any TV brand, but it counts as a huge statement of intent from what has been until now a relatively niche brand not widely known outside its homeland (though its products are now available in nearly 30 European countries).
Adding even more weight to Loewe’s bold new TV move, though, is the fact that its new OLED TV production line is the only one in Europe that’s capable of working with so-called ‘open cell’ OLED panels, rather than the more complete OLED modules used on all other European OLED production lines.
Loewe's unique-in-Europe new OLED TV manufacturing line goes into full production in May.
This matters for two reasons. First, it enables Loewe’s design team to have a much deeper level of control over the production process, potentially enabling them to come up with unique design options - in keeping with Loewe’s long history of delivering highly distinctive, always premium TV designs.
Second, it shows an exceptional level of co-operation and trust between Loewe and its LG Display OLED panel provider, which wouldn’t exclusively supply Loewe with open cell OLED resources if it didn’t have full confidence in the quality of Loewe’s new production line facilities. Being able to control its own production line on the same premises that its engineers and designers work means, too, that the brand will be able to adapt more quickly and easily to changing market conditions or feedback from customers. The latter being another aspect of its customer experience that Loewe prides itself on.
The creation of its own OLED production design also fits with the ‘Engineered & Made In Germany’ seal of quality marketing message that Loewe has thrived on since it was founded just over a hundred years ago. Not being able to control almost every part of a Loewe OLED TV’s production on its own historic factory premises like it controls essentially every part of the construction of its other products has long felt like an anomaly for the famously ‘hands on’ brand, but the new OLED line puts this right. From now on its premium OLED TVs will be truly Loewe products both inside and out.
Little goes a long way
The Kronach facility where almost every aspect of potentially radically designed new Loewe TVs can now be created hosts only around 200 employees, enabling Loewe to create a workforce where everyone is dedicated to delivering the sort of premium quality, richly featured and elegant looking products that the brand depends on to stand out from the AV crowd.
"We are immensely proud of this development,” says Christian Alber, COO Loewe Technology, of the new OLED production line. “It’s Loewe's unique selling point in the market and further anchors the 'Made in Germany' message that has always been a part of our DNA, and will continue to be in the future. This expansion is also another component of our commitment to sustainability”.
Full manufacturing from Loewe’s new OLED line will start from May this year, and we wait with bated breath to see what potentially ground-breaking new OLED designs might emerge from it.
It’s worth adding, too, that Loewe’s new OLED production line is just one (admittedly huge) part of what feels like a bold new period of wide ranging investment and creativity from a brand that had seemed a little becalmed over recent Covid-hit years. So as well as new TVs (and the unique multi.room amp it launched back in December), I wouldn’t be surprised to discover in the coming weeks and months a few more new AV product innovations from the rejuvenated Loewe brand. Keep an eye on my Forbes channel for more specific Loewe product news.
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