Global electronics giant TCL, has officially launched its 2025 West Africa Regional Launch event under the theme #BeyondWithTCL, reinforcing its commitment to innovation, strategic partnerships, and market expansion across Africa.
The event took place at the Kempinski Gold Coast Hotel in Accra on Friday, June 20, bringing together key stakeholders including government representatives, global TCL executives, dealers, media partners, and football star Thomas Partey, who is also an ambassador for the brand through its partnership with Arsenal FC.
In a colourful welcome address, Managing Director of Electroland Ghana Limited (EGL), Mr. Nour Seklaoui expressed gratitude to the many distinguished guests present.
“It’s a privilege to welcome all our esteemed guests this evening… This evening is more than a product showcase, it is a celebration of partnership, progress, and possibility,” he said, adding that TCL’s success in Ghana was due to strong collaboration with local dealers and partners.
General Manager of TCL Middle East and Africa Business Group (MEABG), Ms. Sunny Yang, highlighted the brand’s focus on cutting-edge technology, particularly artificial intelligence (AI) across its range of products.
“TCL is focused on AI technology that is not only for one product but for the whole range TVs, air conditioners, and more,” she said. She also revealed that the brand had recorded 50% growth in West Africa over the last two to three years.
Government support for the event came from the Ministry of Energy and Green Transition. Representing the Minister, Solomon Adjetey reaffirmed Ghana’s commitment to sustainable energy. “This gathering comes at a pivotal time when the global transition to clean energy is accelerating,” he stated, while outlining Ghana’s plans to boost energy efficiency and support green innovation.
Daniel Ray, TCL’s Regional Sales Director for West Africa, shared an overview of TCL’s global growth, stating that the company recorded a 24.6% year-on-year growth in the Middle East and Africa. “We became the number one ultra-large screen TV brand worldwide and the leading mini-LED TV brand,” he noted. He stressed that beyond the numbers, TCL’s story was one of resilience, trust, and redefining possibilities.
Country Manager Stan Wu further announced that TCL will be a global partner of the Olympic Games from 2025 to 2032. “We will deeply integrate science and technology in sports nations and promote sustainable development,” he said. He also emphasised TCL’s global outreach strategy, which includes partnerships with Arsenal, Call of Duty, and other platforms to connect with younger, tech-savvy consumers.
Marketing Manager for Ghana and Côte d’Ivoire, Mr. Dennis Fixon, gave a detailed presentation on TCL’s new lineup of advanced TVs, smart air conditioners, washing machines, and refrigerators, highlighting their smart features and energy-saving technologies.
A special highlight of the evening was a birthday surprise for Arsenal and Black Stars midfielder Thomas Partey, who was presented with a birthday cake and gifted the new 98C6K QD-Mini LED TV by TCL. Partey was also taken on a tour of the exhibition space and introduced to TCL’s latest technologies. Thomas Partey presented signed jerseys as a gift to the TCL team as well.
Country Marketing Manager for TCL Ghana and Côte d’Ivoire, Mr. Dennis Fixon gave an in-depth presentation on the brand’s latest cutting edge technologies and additions to its wide range of products.
Speaking to JoyNews at the sidelines of the event, a TCL executive shed light on why Ghana was selected as the host country and what products were being showcased at the regional launch.
“We showcased all the categories of our products, but mainly from TV to air-conditioners to home appliances like refrigerators, washing machines, and freezers plus new product lines like gaming monitors, sound bars, mobile phones, tablets and even keyboards,” he explained.
He noted that Ghana’s growing retail landscape and stability made it a strategic choice for the regional event.
“Ghana is one of the most important countries in West Africa. It’s stable and peaceful this is very important for entrepreneurs like us, because we can have a very long and clear visibility in the country,” he said.
He also highlighted TCL’s technology focus, particularly on energy-saving appliances and advanced television features.
“For TVs, we use the most advanced technology QD Mini LED which is like QLED plus Mini LED. We’re also focusing on large screen sizes, bringing bigger screens into Ghanaian homes.” “Energy-saving is one of the biggest concerns for everyone. That’s why we’ve added AI technology into our air-conditioners. It can save more than 37% energy compared to non-AI models.”
As part of the launch, three special award segments were held to honour TCL’s outstanding business collaborators across West Africa.
The first, the Elite Partnership Awards, recognised long-standing partners for their exceptional commitment and sales performance. Among the awardees were Amin Prada Ghana, Tonissac Enterprise Ghana, and Marlin et Frères from Togo among others.
In the second category, the Distinction Strategic Partnership Awards were presented to companies that had demonstrated innovative strategies and consistent market growth. Notable winners included Get4Less Ghana, S&C Electronics Ghana, and Sociam SUCC from CIV.
The final and most prestigious category, the Most Valuable Strategic Partnership Award, celebrated brands with a significant impact on TCL’s business success in the region. Winners in this category were JUMIA -CIV and PROSUMA SIV.
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