Sony Launches 4 New Additions to the ULT POWER SOUND Range

Sony has introduced a bold new era in African audio innovation with the exclusive unveiling of its latest additions to the ULT POWER SOUND range at a private event in Edenvale. The launch marked a defining moment for music lovers who appreciate elevated listening experiences. Guests were introduced to four new products, which include the ULT FIELD 3, ULT FIELD 5, ULT TOWER 9AC and the ULTMIC1. These models now join the already celebrated lineup, which features the ULT TOWER 10, ULT FIELD 7, ULT FIELD 1 and the refined ULT WEAR headphones.

Designed for listeners who demand depth, clarity, power and presence, the ULT POWER SOUND range reflects Sony’s commitment to precision engineering and contemporary styling. Each speaker, microphone and headphone in the collection has been crafted to deliver deep bass, dynamic audio performance and effortless portability, making it suitable for use at home, outdoors or while travelling.

Speaking at the event, Jobin Joejoe, Managing Director, Sony Middle East and Africa, shared his thoughts on the significance of this moment for the region.
“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.”

Sony World Expands Digital Access Across Africa

The launch also supports Sony’s broader strategic growth on the continent. Earlier this year, Sony introduced Sony World, a dedicated direct-to-consumer platform offering access to the latest product releases, exclusive deals, and global updates. This initiative represents a shift toward improved accessibility and consumer-centric digital retailing.

With the growing adoption of online shopping across African markets, Sony’s investment signals confidence in the region’s digital evolution.
“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,” added Joejoe.

Black Friday Unlocks Exclusive Premium Technology Offers

The expansion of the ULT POWER SOUND range arrives ahead of Sony World’s Black Friday period. Consumers can expect exclusive offers on premium devices including the award winning WH 1000XM6 headphones, WF C510 earbuds, the new ULT FIELD 5 and the BRAVIA Theatre Quad. For audiophiles and entertainment enthusiasts, this presents an opportunity to experience world class innovation at accessible pricing.

Sony is also extending its presence through interactive mall activations. Over the next two months, the ULT POWER SOUND range will be showcased at Sandton City from 1 to 30 November and Mall of Africa from 1 to 29 December. These activations will allow visitors to experience live demonstrations, compare models and immerse themselves in the signature ULT experience.

Visitors who register on site will be entered into a draw to win an ULT FIELD 1 speaker and will also receive a 10 percent discount code valid across the full ULT POWER SOUND range until 15 January 2026.

Shaping the Future of Luxury Sound Across Africa

As the ULT POWER SOUND range expands and Sony World continues to grow, Sony is redefining the future of premium audio across the continent. This progress is not only about advanced technology and striking design. It also reflects a commitment to accessibility, innovation and a more elevated lifestyle.

Whether it is used for home cinema, outdoor celebrations or professional audio needs, the range offers sound that feels intentional and beautifully refined. The engineering delivers rich bass and clear, balanced tones that enhance every listening moment.

Sony is creating a new benchmark for luxury sound in Africa. By blending world class technology with the needs of a fast evolving market, the brand is making exceptional audio more meaningful, more personal and more aligned with how people truly live and experience music today.

For more information and to explore Black Friday offers, visit the Sony website.