Sony has ushered in 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 watershed moment for music lovers who appreciate elevated listening experiences. Guests were introduced to four new products, including ULT FIELD 3, ULT FIELD 5, ULT TOWER 9AC and ULTMIC1. These models now join the already famous line, which includes 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 style. Each speaker, microphone and earphone in the collection has been designed to deliver deep bass, dynamic audio performance and effortless portability, making them suitable for use at home, outdoors or on the go.

Speaking at the event, Jobin Joejoe, Managing Director of Sony Middle East and Africa, shared his thoughts on the importance of this moment for the region.
“It is a great pleasure to introduce new additions to the ULT POWER SOUND range to the South African market. It is difficult to imagine a better market for these products and a better time for it. We are very confident that this launch will continue to establish Sony as a leader in the sector.”

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 launches, exclusive offers and global updates. This initiative represents a shift towards better accessibility and consumer-centric digital retail.

With the growing adoption of online shopping in African markets, Sony's investment indicates confidence in the region's digital evolution.
“We are investing in infrastructure that treats South African consumers as premium customers, with access to our full range of products 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,” Joejoe added.

Black Friday unlocks exclusive premium tech deals

The expansion of the ULT POWER SOUND range arrives before Sony World's Black Friday. Consumers can expect exclusive deals on premium devices, including the award-winning WH 1000XM6 headphones, WF C510 headphones, the new ULT FIELD 5, and the BRAVIA Theater Quad. For audiophiles and entertainment enthusiasts, this presents an opportunity to experience world-class innovation at an affordable price.

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

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

Shaping the future of luxury sound in 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 just about advanced technology and eye-catching design. It also reflects a commitment to accessibility, innovation and a higher lifestyle.

Whether used for home cinema, outdoor celebrations or professional audio needs, the range delivers 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 combining world-class technology with the needs of a rapidly evolving market, the brand is making exceptional audio more meaningful, more personal and more aligned with the way people really live and experience music today.

For more information and to explore Black Friday deals, visit Sony's website.