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Syntax To Add 32-, 37-inch LCD TVs To Line

LCD TV maker Syntax returned for its second RetailVision Show to introduce two new models that will ship in late October.

The upcoming 32-inch and 37-inch models will ship under the company’s Olevia brand with respective suggested retail prices of $1,999 and $2,999, said Denis Karpeles, Syntax’s senior VP, sales and marketing. The company will follow this introduction by shipping a 42-inch LCD during the first quarter 2005, he said, but he could not give a price at this point. He did hint that the price would be very competitive. During the company’s inaugural RetailVision, the company showed several smaller screen-sized LCD TVs and computer monitors.

Syntax’s retail strategy is to grab market share through low pricing with the goal of having 5 percent to 10 percent of the LCD TV market locked up in two years, Karpeles said. The company can do this because it owns the manufacturing facility, although it does not make its own glass, he said.

The same pricing approach will be taken with its upcoming 50-inch LCoS rear-projection TV that was introduced in late August with a $2,799 suggested retail price. A 63-inch version will follow in early 2005.

The company will expand its CE product offering during mid-2005 by adding DVD writers and players along with a hard-disk recorder, Karpeles said.

Since Spring RetailVision Syntax has signed on with several retailers, including ABC Warehouse, R.C. Willey and Micro Center.