Hisense slashes UR9 RGB LED TV prices by $1,500 in response to Samsung competition

Hisense has dramatically reduced the launch price of its UR9 RGB LED television, a move that fundamentally alters the competitive landscape for high-end televisions. The 65-inch model, originally listed at $3,500, is now available for $1,999, representing a reduction of $1,500. This aggressive adjustment places the device at a price point lower than competing flagship OLED models from LG and Samsung, despite OLED technology currently maintaining an edge in overall image quality.

The pricing overhaul extends to larger screen sizes as well, with the 75-inch model set at $2,999 and the 85-inch variant priced at $3,999. This significant discount was implemented just two days after the initial review publication, a timeline that suggests a direct reaction to market dynamics. Specifically, the reduction appears to be a response to Samsung's simultaneous announcement of pricing for its own high-end R95H RGB LED TV, which undercut the Hisense by $300 on the 65-inch size.

The UR9 distinguishes itself as the first RGB LED television released this year, utilising red, green, and blue LEDs rather than the blue LED backlight with SQD technology found in rival models like the TCL QM8L. While competitors such as LG and TCL offer similar top-tier RGB options, their entry points are restricted to larger screen sizes of 75 inches and 85 inches respectively, and they remain significantly more expensive than the newly priced Hisense and Samsung options.

Historically, both Hisense and TCL have followed a pattern of lowering prices by a few hundred dollars within a month or two of release, with TCL previously dropping its 65-inch QM8L price within a week. However, a $1,500 cut on the day of release represents a new level of aggressive pricing strategy for the manufacturer, deviating from typical industry norms. This immediate action contrasts with the usual gradual price erosion seen in the capital markets of consumer electronics.

For consumers prioritising brightness and colour vibrancy over the deep blacks of OLED panels, the UR9 now presents a compelling value proposition. The device remains the only 65-inch option available for top-tier RGB technology alongside Samsung, while Sony's True RGB offerings are expected later in the year. The pricing shift ensures that the UR9 is now cheaper than the LG G6 and Samsung S95H flagship OLEDs, making it a far more attractive option for those seeking the latest LED innovation.

While the 100-inch model has not yet received an updated price in available reports, the current adjustments signal a major shift in how Hisense approaches product launches. The combination of RGB LED technology and a price point that undercuts established OLED leaders suggests a strategic pivot to capture market share quickly. Investors and analysts watching the consumer electronics sector will note this as a departure from standard pricing behaviour, potentially influencing future product cycles for the brand.