Sony Goes Upmarket With Qualia

Qualia is Sony’s new high-end brand. Like Toyota’s leap int he car market with Lexus, Sony has looked upmarket with Qualia. Products are "painstakingly made, brilliantly designed, and massively expensive" Motley Fool reports.

It seems pretty inspirational stuff: as the site says, "Qualia is an indulgence in what is possible, in what could be, in what should be…. each [product] an exploration of unchartered territory in design and performance." But is Sony looking for a luxury customer or just looking to create an out of reach brand that creates trickle down effect? Or maybe both?

Motley Fool Article
Qualia

Son