Sony just turned the volume all the way up in Edenvale with the exclusive launch of its new ULT POWER SOUND Series. South Africans got a first look at the next-level lineup designed to amplify every beat, featuring the ULT FIELD 3, ULT FIELD 5, ULT TOWER 9AC, and ULTMIC1. These join the already iconic ULT TOWER 10, ULT FIELD 7, ULT FIELD 1, and the sleek ULT WEAR, bringing deep bass, bold design, and portable power to anyone who lives loud and loves music anywhere.
Jobin Joejoe, Managing Director of Sony Middle East and Africa, said:
“It’s an absolute thrill to introduce these new additions to South Africa. There’s no better market for these products or better timing for it. This launch solidifies Sony’s leadership in premium sound.”
The launch also marked a milestone for Sony World, the brand’s official online hub at www.sonyworld.co.za. The platform gives South Africans direct access to the latest tech, exclusive deals, and local launches — making Sony’s full product range more accessible than ever.
With the country’s online retail market projected to hit $7 billion in 2025, Sony is doubling down on e-commerce to match South Africa’s growing digital appetite. Joejoe added:
“We’re treating South African consumers as first-tier customers, giving them access to our full range and global launch parity. This platform strengthens our connection with fans while expanding our presence in the tech space.”
The ULT launch also kicks off Sony World’s Black Friday season, featuring killer deals on headphones, earbuds, speakers, and soundbars — including the WH-1000XM6, WF-C510, ULT FIELD 5, and BRAVIA Theatre Quad. Whether it’s cinematic home entertainment or audiophile-level sound, Sony’s ecosystem has something for everyone — families, music lovers, and pros alike.
And the hype doesn’t stop online. Over the next two months, Sony is taking ULT POWER SOUND on the road with interactive mall activations in Johannesburg. Check out the full lineup at:
- Sandton City, Incredible Connection Court | 1–30 November
- Mall of Africa, Pick n Pay Court | 1–29 December
Visitors can test the speakers, enjoy live demos, enter competitions, and even register for a chance to win an ULT FIELD 1 speaker. Plus, everyone who registers gets an exclusive 10% discount on the entire ULT POWER SOUND range, valid until 15 January 2026.
Sony is proving that South Africa isn’t just a market — it’s a stage, and the ULT POWER SOUND Series is here to make some serious noise.
