News Releases

9/06/2007

Hitachi to Showcase New Products at CEDIA Expo 2007

-- Hitachi Focusing on Custom Retail Community --

SAN DIEGO – Sept. 6, 2007 – Hitachi America, Ltd. today announced the company will be showcasing the recently announced Reel60 technology, Blu-ray camcorder and televisions from its fall line up at the upcoming CEDIA Expo 2007 in Denver. In addition to the new televisions and camcorder products and the launch of a new campaign, Hitachi is realigning its sales strategy to focus on the custom install community. This new direction is part of Hitachi’s commitment to provide accessible luxury to consumers.

Hitachi is revamping its entire go-to-market strategy for its Director’s Series televisions to embrace the custom channel with programs suited to the custom specialist. To implement the new strategy and provide best-in-class service at the same time, Hitachi has recruited a national network of manufacturer’s representatives to provide face to face account service, training and sales support. The reps will work alongside Hitachi’s Regional Sales Managers on a direct basis with custom installers, something no other major flat panel TV line is doing. In addition, Hitachi is suspending all distribution of its Director’s Series line, selling it on a direct to dealer basis only.

“Flat panel is driving the custom home theater market and installers need a line with well managed distribution that they can build complete systems around,” said Peter Brown, vice president, sales for Hitachi America, Ltd. Ubiquitous Platform Systems Division. “Hitachi's new Full HD1080 lineup is just the solution with great technology, like Reel60, and unsurpassed reliability. This is a line worthy of the custom installer's support.”

CEDIA attendees can visit Hitachi’s booth (#650) to view various demonstrations and new products, including:

• Blu-ray Camcorder: Hitachi announced the launch of the first Blu-ray camcorder. The camcorder can record approximately one hour in FullHD 1920 X 1080 high definition video.

• Reel60: Hitachi’s groundbreaking Reel60 technology correctly matches the motion of movies allowing a seamless picture on the television screen.

• Power Unleashed: Hitachi’s new ad and marketing campaign, Power Unleashed, is slated to begin at the end of August/early September, and includes intensive TV and online efforts, as well as print and grassroots.

• Fall Line Up: Hitachi’s fall line up includes all 1080, all flat panel, all large-screen (42”-60”) HDTVs.

About Hitachi

Hitachi America, Ltd., Ubiquitous Platform Systems Division, produces and markets a wide variety of digital products for business and consumers. The division’s Consumer Group markets high-definition plasma televisions and monitors, LCD projection and flat panel HDTVs, LCD projectors, and DVD camcorders. The division’s Business Group markets LCD projectors, professional plasma monitors, interactive panels and whiteboards and security and observation system products through value added resellers, system integrators, distributors and OEM.

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, please visit www.hitachi.us/digitalmedia. For more information about electronic whiteboards and Starboard software, please visit Hitachi Software at www.hitachi-soft.com. Hitachi brand business products are connected through Hitachi’s OneVision program, which makes it possible for any Hitachi business unit dealer to sell Hitachi products from other Hitachi business units.

Hitachi America, Ltd., a subsidiary of Hitachi, Ltd., markets and manufactures a broad range of electronics, computer systems and products, and consumer electronics, 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 384,000 employees worldwide. Fiscal 2006 (ended March 31, 2007) consolidated revenues totaled 10,247 billion yen ($86.8 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 http://www.hitachi.com.