Daniel Eriksson with some of Sharp's models featuring the Titan operating system. Photo: Stian Sønsteng
Sharp aims to strengthen its position in the Nordic region. – With Foxconn as its owner, the goal is to become the fifth-largest TV brand in the Nordic region.
That is what Sharp’s Nordic sales director, Daniel Eriksson, tells us when we meet him at the IFA trade fair in Berlin in September. He points out that Foxconn (Hon Hai Precision Industry) is the world’s largest electronics manufacturer and one of the world’s largest contract manufacturers of technology.
– The company has hundreds of thousands of employees globally and produces products for a number of the world’s leading technology companies. Following the acquisition of Sharp Corporation in 2016, Foxconn has used its manufacturing capacity and financial strength to further develop Sharp in TVs, white goods, displays and other consumer electronics, says Eriksson.
The Sharp CP-DS10 is a Bluetooth speaker with Qi2 charging for mobile phones and smartwatches, as well as a microphone for meeting audio. Photo: Stian Sønsteng
He points out that Sharp has long been a strong global brand, and says that this autumn it is introducing the Titan TV platform on its most affordable TV models.
Annonse
– The platform is already known in the Nordic market. We are launching the Titan models in the fourth quarter, starting with the entry-level models, says Eriksson.
– We will run Titan alongside Google TV at least until the end of 2027, in our mid-range and premium range. The focus there will be gaming, mini-LED, local dimming, 144 Hz and a centred stand, everything the end customer wants, Eriksson tells trade magazine Elektronikkbransjen.
Stable platform
He says the company wants a more long-term and stable platform strategy.
Annonse
– We want a stable solution that lasts for many years, without requiring constant updates at the customer’s end. With Titan, you have a longer lifespan for the operating system. This is a reliable operating system that is much faster, and it requires less memory capacity from the TV. That is an advantage for those who want quick and easy access to the apps, says Eriksson.
The Sharp CP-SS30 active bookshelf speakers feature Bluetooth 5.3, 60 watts RMS and connectivity via USB, optical input and RCA, among other options. Photo: Stian Sønsteng
In the TV segment, the company is also investing heavily in mini-LED. At IFA, Sharp is presenting, among other things, the new JT8000 series with mini-LED, QLED colour technology, AI-based image processing, Dolby Vision IQ and audio systems fine-tuned by Harman Kardon.
– It will be exciting to see, says Eriksson.
He reveals that towards the end of 2027, Sharp will make a major investment in mini-LED TVs with RGB technology.
Expanding its bicycle investment
Sharp is also investing in several new product categories.
Annonse
– We will grow in many other categories and create new categories. One of these is e-bikes, which we believe in more than e-scooters, since you are actually sitting on a bicycle. It is safer than an e-scooter, and you can keep pedalling even if the battery runs out, he says.
Daniel Eriksson on the Sharp BK-FM03-ES e-bike. Photo: Stian Sønsteng
In the fourth quarter of 2026, the company will launch a range of e-bikes, from city and trekking bikes to fat bikes, cargo bikes and compact models. New products include the Micro Bike BK-AD12-EBL with a 250-watt motor and a range of up to 40 kilometres, as well as the BK-UD07-EBG cargo bike with a range of up to 60 kilometres.
Sharp is also showcasing technology for GPS tracking, online diagnostics and new battery solutions, as well as smart accessories such as AI-based cycling glasses, smart rear lights and electric bike pumps.
New audio category
On the audio side, Sharp is launching its first smart radios. The radios combine internet radio, DAB+, FM, Spotify Connect, podcasts and Bluetooth connectivity. The range consists of the portable Oslo models DR-IP630 and DR-IP640, as well as the Lisbon DR-I740 with a wooden cabinet and 20-watt stereo sound. All models will be available in shops in October.
One of Sharp's TV walls at IFA. Photo: Stian Sønsteng
– Speakers that can be connected to our turntable, the TT model, are also coming. We are making a full commitment to soundbars, with or without a subwoofer, in all sizes from 50 to 90 centimetres, says Eriksson.
Sharp is also expanding its range with the CP-SS30 active bookshelf speakers. The speakers feature a two-way design, 60 watts RMS, Bluetooth 5.3, as well as USB, optical input, AUX and RCA. They come with five preset sound profiles, individual bass and treble adjustment, removable front grilles and a remote control.
The product Eriksson has the greatest faith in ahead of the Christmas shopping season is the CP-DS10.
– This is a fantastic speaker that can charge both your phone and your watch, while delivering fantastic sound, and with its built-in microphone it can be used for calls and meeting audio, he says.
The CP-DS10 combines Qi2-certified wireless charging, Apple Watch charging, USB-C charging and a Bluetooth speaker in one device. It supports up to 15 watts of wireless charging, is MagSafe-compatible and has stereo speakers with a maximum output of 40 watts.
The Sharp Oslo DR-IP640 combines internet radio, DAB+ and FM. Photo: Sharp
– The product costs less than NOK 1,000, and is naturally suited to the bedside table, office, meeting room or cabin. Initially, it is available in grey and black, says Eriksson.
A growing brand
Eriksson believes Sharp still has work to do to strengthen the brand in the Nordic region.
– In the Nordic region generally, the brand resonates from earlier times, including through the sports industry. The Sharp logo on Manchester United's football shirts in the late 1990s is one example. It probably still lingers somewhere in the minds of our Nordic customers, he says.
– We receive a very positive response, with good products and good quality. That is probably what helps us move forward. Quality is something we value greatly, says Eriksson.
Sharp TVs are manufactured at the company’s factories in Poland, where the company’s European headquarters is also located.
– Sharp is a growing brand, and we look forward to expanding in the Nordic market. We have many innovations coming, not only in 2026 and 2027, but we also have plans through to 2030.
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.
