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Hisense CEO for the U.S. market Jerry Liu says his company will continue to license the Sharp brand in America. (Photo by Debby Wu)

Hisense says it will not cede Sharp US licensing to Foxconn

Defiant TV maker insists on marketing its own brand and Sharp in America

DEBBY WU, Nikkei staff writer | Taiwan

LAS VEGAS -- Chinese TV maker Hisense will not terminate its licensing of the Sharp brand in the U.S. as requested by the Japanese electronics group at a time that both companies are seeking global expansion.

In 2015, Hisense paid Sharp $23.7 million to acquire a TV production facility in Mexico and the right to use the Japanese brand in the North and South American markets, with the exception of Brazil, for five years. The Osaka-based company struck the deal with Hisense when it was in deep financial turmoil.

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