Sony turned up the volume in Edenvale, with the exclusive unveiling of its new additions to the ULT POWER SOUND Series range. The event introduced South Africans to a line-up designed to amplify every beat, featuring the ULT FIELD 3, ULT FIELD 5, ULT TOWER 9AC and ULTMIC1. These are the latest additions to an industry leading range that already includes the ground shaking ULT TOWER 10, ULT FIELD 7, ULT FIELD 1 and the sleek ULT WEAR. Each speaker, headphone and microphone in the range brings together deep bass, bold design and portable power, made for those who live loud and love music anywhere.
Jobin Joejoe, Managing Director, Sony Middle East and Africa said, “It is such a pleasure to introduce new additions to the ULT POWER SOUND range in the South Africa market. It is hard to imagine a market better suited for these products and a better time for it. We’re very confident that this launch will continue to cement Sony as a leader in the space.”
The ULT launch marked another milestone for Sony in South Africa, following the debut of Sony World, the brand’s official online platform at www.sonyworld.co.za. Sony World is the new digital home for all things Sony, connecting fans directly to the latest technology, exclusive offers and local product launches. This, coupled with the availability of Sony technologies in existing showrooms makes your favourite products more accessible than ever.
The country’s online retail market is projected to exceed $7 billion in 2025, capturing nearly 10% of total retail sales. Sony’s entry into direct-to-consumer e-commerce reflects the company’s confidence in the region’s digital transformation and commitment to meeting evolving consumer expectations.
“We’re investing in infrastructure that treats South African consumers as first-tier customers, with access to our full product range and global launch parity. This platform allows us to deepen our relationship with Sony fans while strengthening our brand presence across the consumer electronics landscape,” explained Joejoe.
The launch also kicks off Sony World’s Black Friday season, which brings some of the year’s best offers to local fans. Shoppers can find special deals on headphones, truly wireless earbuds, speakers and soundbars including the award winning WH-1000XM6, WF-C510, the newly launched ULT FIELD 5 and BRAVIA Theatre Quad. With the launch of Sony World and the ULT POWER SOUND Series, Sony has created the perfect stage to showcase how innovation connects with the passions of South Africans. From cinematic home entertainment to audiophile-level sound, the Sony ecosystem offers something for everyone, families, music lovers and professionals alike.
Over the next two months, Sony is taking the ULT POWER SOUND experience on the road with a series of interactive mall activations in Johannesburg. Shoppers can explore the full range at Sandton City, near the Incredible Connection Court, from 1 to 30 November, and at Mall of Africa, Pick n Pay Court, from 1 to 29 December. Visitors can test the speakers, enjoy live demos and enter exciting competitions. By registering at the stand, visitors stand a chance to win an ULT FIELD 1 speaker and receive an exclusive 10% discount code for use on Sony World across the entire ULT POWER SOUND range, valid until 15 January 2026. All you need to do is register here.
