Loewe is back with new 48- to 77-inch OLED TVs, soundbars with Dolby Atmos, and a 'We. By Loewe' sub-brand with more affordable, mainstream products.

Loewe is back
After its bankruptcy in July 2019, Loewe has been resurrected under new ownership. It will continue be headquartered in Germany and even produce some of its products there. The company had planned to unveil its new product line-up at IFA 2020 in Berlin but unfortunately, due to the coronavirus, the trade show was largely cancelled.

The plan to get back on track involves two brands; the classic, high-end Loewe brand as well as a new, hip sub-brand called 'We. By Loewe' under which it will sell more affordable, mainstream products.

One of Loewe's main competitors, Bang & Olufsen, laid out a similar strategy with the Bang & Olufsen brand reserved for high-end products and a B&O Play brand for mainstream products. It has since announced plans to phase out the Play brand.


 Loewe bild s.77 OLED TV

We. By Loewe
Under its more approachable We brand, it will offer LCD TVs ranging from 32 to 65 inches with an integrated soundbar and access to popular streaming services like Netflix and Amazon Prime. The new TVs will launch in the first quarter of 2021.

The sub-brand will also include soundbars and connected speakers for music. One of the first soundbars will be the Loewe klangbar5, a 5.1.2-channel soundbar with Dolby Atmos and 800W output. It will feature Apple AirPlay 2 and Google Chromecast. An optional subwoofer will be available too.

Soundbar and subwoofer will launch in the first quarter of 2021 for 1300 and 400 euro, respectively.


 Loewe klangbar5

Classic Loewe
Under its classic Loewe brand, the company will launch new OLED TVs called 'bild i' in the first quarter of 2021. The new OLED range will for the first time for Loewe include a 48-inch model in addition to the 55-, 65-, and 77-inch models.

The company highlighted new Lux software but it is not clear if it will replace the software in previous Loewe TVs. In 2018, FlatpanelsHD reviewed a Loewe TV and found the LoeweOS outdated and lacking as compared to other TV platforms. Other new features include support for Dolby Atmos and a redesigned remote control.


 Loewe bild i

New 'bild v' and 'bild s' OLED TVs will launch in 55, 65, and 77-inch formats in the fourth quarter of 2020. These will be premium models with a starting price of 4000 euro for a 55-inch screen.

The TVs will run LoeweOS 6.4, an updated version of the company's current TV platform. The TVs will also feature an integrated hard drive for tuner recordings as well as multiple tuners. Like before, Loewe will offer various flexible stand and bracket solutions for its TVs.

The company highlighted that its flagship bild s.77 will rise on a motorized stand when you turn it on to reveal a hidden 120W soundbar underneath.

More information about the new products will be announced closer to launch but the company is sending a clear message; Loewe is back with new products and a new strategy. Will it be enough to compete against leaner TV makers from South Korea, Japan, and China? Time will tell.

- Source: Loewe via 4KFilme