This year, TCL has given mobile phones considerably more space at the IFA trade fair than previously. The centrepiece is the new P80 series, marking a new step in the company’s Nordic mobile phone venture.
– We have noticed great interest in this generation, Marcus Hammächer tells the trade magazine Elektronikkbransjen.
The flagship TCL P80 Ultra is one of the first smartphones with NXTPaper AMOLED. It has a 6.83-inch 1.5K display with a 120 Hz refresh rate, a 50-megapixel camera and 3x periscope zoom. The model comes in Midnight Blue, Sunlit Gold and Burgundy.
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Art TVs in the NXTVision series and audio system from TCL. Photo: Stian Sønsteng
NXTPaper
The display has a matte surface, and the user can switch between standard viewing and a reading-focused mode.
– This means the mobile phone can be an ordinary phone with lots of lovely colours and high brightness, or a small, lightweight version of an e-ink reader. You press a button and it removes all blue light, which is much more comfortable for the eyes if you spend a long time reading books or articles, or working, says Hammächer.
The phone also has the MaxInk function.
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– Then you get almost 40 hours of battery life. It can also be seen as a kind of emergency mode if the battery is about to run out, says Hammächer.
The flagship TCL X11L with SQD Mini LED, featuring 20,736 dimming zones, 10,000 nits of brightness and support for up to 100 per cent of the BT.2020 colour space. Audio by Bang & Olufsen. Photo: Stian Sønsteng
The P80 Ultra comes with 256 GB of storage for NOK 6,000 or 512 GB for NOK 6,490.
– We are at an early stage in the launch of our mobile phones in the Nordic region, but the reception has been good, and I look forward to scaling up, says Hammächer.
More categories
TCL believes that its focus on more product areas strengthens its mobile business.
– We have embarked on a brand journey through our TVs, and have now also launched several other product categories besides mobile phones, such as white goods and gaming monitors. For us, it is very much about continuing to build trust among consumers. Many people who have bought our TVs and are happy with them are more likely to choose a TCL product the next time they need something new, says Hammächer.
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TV news
TV remains the company’s most important business area.
– TV is still our core business, and we are among the largest both globally and in the Nordic region, says Hammächer.
At IFA, TCL is showcasing, among other things, SQD mini-LED, RGB mini-LED and QD mini-LED. The company’s TV portfolio is led by the flagship X11L series, which has up to 20,736 dimming zones, 10,000 nits of brightness and support for up to 100 per cent of the BT.2020 colour space.
TCL's combined washing and drying solution with a shared control panel. Photo: Stian Sønsteng
– There, we have ramped up both colour reproduction and brightness, and achieved incredibly much better blacks. We have 100 per cent Rec. 2020 coverage, which was previously unheard of, and genuinely good blacks, says Hammächer.
He highlights continuous product development as an important explanation for TCL's growth in the TV market.
– I have noticed a significant difference from year to year since I joined TCL nine years ago. It is very rare that we have launched a product that I consider equivalent to the previous one. I always see major differences between our product ranges, and I believe that is one of the main reasons why we have come as far as we have on the TV side. Now we will do the same in all other categories, he says.
White goods growing
TCL also reports progress in white goods and gaming monitors.
TCL's new 27-inch OLED+ display, the 27X3B, with up to 280 Hz refresh rate and audio by Bang & Olufsen. Photo: Stian Sønsteng
– We have made incredible progress in white goods: tumble dryers, washing machines, refrigeration and freezing. It looks very good. Gaming monitors have also started gaining significant momentum for us in the Nordic region, says Hammächer.
Among the news at the trade fair is the Twin Mag freezing technology, which, according to TCL, can provide up to 100 days of shelf life for meat in the freezer without compromising on quality.
Washing and drying
TCL is also showcasing a combined washing and drying solution with a shared control panel. The P9 Archer tumble dryer uses TCL's own AI model, TCL Fushi, for automatic programme selection.
Marcus Hammächer and Ying Cai. Photo: Stian Sønsteng
– With the AI Wash function, it has several sensors that detect the types of fabric and the amount of laundry in the machine. It analyses this and creates a tailored programme based on the weight, says Ying Cai.
The washing machine and tumble dryer also exchange information.
– When you have finished washing, the tumble dryer knows the pattern and the type of fabric involved, and automatically selects the right programme. You do not need to choose anything yourself; they do everything for you, says Cai.
According to Cai, TCL is also working to bring heat pump technology to combined washing and drying solutions in Europe.
– In terms of energy savings, heat pump technology can provide up to 60 per cent better efficiency compared with traditional condenser solutions, she says.
The article was previously published in the print edition of the trade magazine Elektronikkbransjen No. 5/2026, which was distributed in week 41. Here you can read the article and browse through the digital edition of the magazine. You can read all editions of the magazine digitally, from No. 1/1937 onwards, at elektronikkbransjen.no/historiskarkiv.
