News Releases

8/11/2008

Hitachi Broadens Access to its Luxurious Director’s Series™

-- Hitachi Outlines Director’s Series™ Expansion Strategy--

Chula Vista, Calif., August 11, 2008 —Hitachi Home Electronics (America), Inc. today announced plans to expand distribution of its high-performance Director’s Series™ televisions. Hitachi’s Consumer Group will engage with a select group of distribution partners to provide qualified custom installers easier access to its award winning, highly sought after and respected Director’s Series.

“Custom installers have told us that just-in-time inventory is a top priority in selecting a supplier," says Hitachi Vice President of Sales, Peter Brown. "Adding a well managed two-step distribution enables us to effectively expand our dealer base to meet the growing consumer demand for Director's Series, particularly our new 1.5 line of UltraThin LCDs."

Hitachi has developed a two-pronged expansion strategy. Building on its close ties with AVB and Nationwide Marketing Group, Hitachi is authorizing AVB’s Expert Warehouse and Nationwide’s Warehouse Direct distribution programs for Director’s Series. They will serve Home Entertainment Source and Specialty Electronics Nationwide members respectively. To reach beyond these two buying groups Hitachi has authorized ADI, the Melville, NY national distributor as well as several regionalized custom distributors to serve selected markets. Hitachi will continue to sell on a direct to dealer basis and layer the expansion on top of those efforts.

Hitachi has clearly defined the requirements an installer must meet to qualify for Director’s Series and no changes are planned as part of this expansion. The company’s hybrid sales force, composed of factory employed Regional Sales Managers and a network of the best

Independent Rep Firms will review all prospects to insure that consumers receive the highest level of service and satisfaction, a cornerstone of the Hitachi brand experience.

In addition to offering the Director’s Series, these distributors will stock all Hitachi television models providing a complete one-stop Hitachi shopping solution for custom installing dealers.

ABOUT HITACHI

Hitachi Home Electronics (America), Inc., Consumer Group subsidiary of Hitachi America, Ltd., markets high-definition plasma and LCD flat panel televisions and monitors, as well as Blu-ray Disc™, DVD and HDD camcorders.

Hitachi has a unique position in the marketplace by manufacturing and developing its own core technologies to provide consumers and businesses with optimal product performance in each of Hitachi's product categories. For consumer products, please visit www.hitachi.us/tv. For Business products go to www.hitachi.us/digitalmedia.

Hitachi America, Ltd., a subsidiary of Hitachi, Ltd., markets and manufactures a broad range of electronics, computer systems and products, and provides industrial equipment and services throughout North America. For more information, visit www.hitachi.us.

Hitachi, Ltd., (NYSE: HIT / TSE: 6501) headquartered in Tokyo, Japan, is a leading global electronics company with approximately 390,000 employees worldwide. Fiscal 2007 (ended March 31, 2008) consolidated revenues totaled 11,226 billion yen ($112.2 billion). The company offers a wide range of systems, products and services in market sectors including information systems, electronic devices, power and industrial systems, consumer products, materials and financial services. For more information on Hitachi, please visit the company’s website at www.hitachi.com.

Contacts

Tamara Deschryver
Hitachi Home Electronics (America), Inc.
(619) 591-5413
tamara.deschryver@hal.hitachi.com

Cecile Ashby
Current Lifestyle Marketing
(713) 513-9562
cashby@currentlm.com