If you are keeping track of the home theater and professional projector industry, you may have saw the update: Sony projectors are making their official return to the European market in 2025. This is significant for you as a buyer, reseller or enthusiast. In this article we will discuss why they left, which models are returning, how the market is reacting, and what it means for your buying decisions.
Why Did Sony Suspend Projector Sales in Europe?
Sony’s re-entry is not a small step; it comes with a strong lineup designed to meet both consumer and professional needs:
- BRAVIA Projector 8 – A new-generation home theater projector that integrates Sony’s BRAVIA branding and advanced image processing.
- VPL-XW8100 – Targeting professional and high-end home cinema users, this model offers cutting-edge 4K resolution and HDR support.
- VPL-XW5100E – A slightly more accessible version, aimed at premium home users who want high brightness and compact design.
According to Sony’s official announcement, 2025, these models will be available across major European countries including Germany, France, Italy, and the UK starting mid-2025.
Why Europe Matters for Sony and for You
Europe is one of the largest regional markets for home projectors, valued at over €1.2 billion in 2024, with an expected growth rate of 6.5% CAGR through 2028 (Statista, 2024).
This core European market translates to better product offering, lower pricing, and continued improvements in the latest, highest performance features. Until now, European consumers have always preferred higher-end technology when it comes to audiovisual products and Sony's impact on the space will ultimately drive up technology standards.
How Will Competitors React?
When a global brand like Sony returns, competitors cannot sit still. Epson currently leads the European market with a projector market share of around 35% (FutureSource Consulting, 2023), while BenQ and JVC have secured strong positions in the mid- to high-end segment.
Sony’s re-entry will likely:
- Push competitors to improve laser light source performance and color accuracy.
- Encourage price competition in the premium 4K and 8K projector categories.
- Give you, as a buyer, more negotiating power and wider options.
What This Means for You as a Buyer or Reseller
If you're someone who enjoys spending time at home to watch movies and listen to music, you'll be pleased to hear you won't have to import Sony's new laser projectors from overseas. This is better not only because the warranty service is close to home, but you'll also have access to local updates for regional software updates, and features that comply with EU requirements.
If you're a resellers or distributor, this is also an exciting time to see Sony back in the game. Premium customers that left Sony for a competitor may think it's OK to come back (which will create new demand in this higher-end product category). Working with Sony may also provide you with more differentiation in a crowded projector market.
If you value Sony’s image processing and brand reputation, waiting may be worth it. However, if you need a projector immediately, competitors like Epson or JVC still provide excellent alternatives.
Yes, Sony projectors are usually priced above market average. But you also get advanced image technologies such as Reality Creation upscaling and Triluminos color processing.
Official distributors in Germany, France, and the UK will begin offering pre-orders in mid-2025. Sony’s website and authorized retailers will provide country-specific details.
