Between its aggressive pricing, big-screen TVs, and impressive performance, Hisense has made a real name for itself in the crowded US TV market. But heading into CES 2026, the company is preparing something more ambitious.
Under new North America CMO Sarah Larsen (who previously helped launch OLED at LG and Neo QLED technologies at Samsung) Hisense hopes to position itself not just as a value leader, but as a brand that brings cutting-edge display tech to market faster, and at prices that don’t gatekeep innovation.
