Sony seemingly bakes tariff penalty into its new US TV pricing

Earlier this month, we got a close look at Sony’s new Bravia 8 II OLED. Despite the name, this TV is actually the spiritual successor of the company’s acclaimed A95L. It’s going to be one of the very best TVs you can buy in 2025, and now Sony has revealed how much the Bravia 8 will cost along with the also-new Bravia 5 and Bravia 2 LED sets. And at least in the case of the OLED, there seems to be some tariff mitigation in play.

Using the 65-inch model as an example, the Bravia 8 II is priced at $3,999.99. That’s $500 more expensive than the starting MSRP of the A95L, which was released in 2023. But meanwhile, the Canadian price of $4,999.99 remains exactly the same as it was two years ago. If you convert that to USD, you land back in the same $3,500 ballpark that Sony charged for the 65-inch A95L here in the United States. (The cost of the 55-inch model has climbed in both countries, but more so in the US.) So it’s possible some of that added cost is meant to cushion the tariffs that President Donald Trump has levied on many countries that are popular manufacturing hubs.

It’s not possible to make the same level of comparison for the Bravia 5, since Sony has made meaningful hardware upgrades compared to the X90L that it replaces. But even then, Sony is tacking hundreds of dollars onto the US models if you do a currency conversion:

BRAVIA 5 Mini LED

• 98-inch: $6,499.99 USD MSRP/ $8,499.99 CA MSRP (~$5,989.70 converted to USD)
• 85-inch: $2,999.99 USD MSRP/ $3,499.99 CA MSRP (~$2,466.34 converted to USD)
• 75-inch: $2,399.99 USD MSRP/ $2,799.99 CA MSRP (~$1,973.07 converted to USD)
• 65-inch: $1,799.99 USD MSRP/ $2,099.99 CA MSRP (~$1,479.80 converted to USD)
• 55-inch: $1,699.99 USD MSRP/ $1,999.99 CA MSRP (~$1,409.34 converted to USD)

The Verge has reached out to Sony for details on whether this pricing is meant to factor in the new tariffs. The company assembles its TVs in numerous countries; the Bravia 7 that I have on hand is “made in Mexico,” and obviously components like the QD-OLED panel in the Bravia 8 II are sourced from all over.

Like always, retailers will probably discount these suggested prices over time. But Sony’s TVs always come at a premium, and home theater enthusiasts are often willing to pay it for the company’s first-rate picture processing, upscaling, and overall viewing experience.