Sony’s ULT POWER SOUND Range Lands in South Africa With a Bass-Heavy Lineup Built for Local Music Lovers

Sony turns Edenvale into a sound lab for its latest ULT lineup

Sony officially dialled up the volume in Edenvale with the launch of the newest additions to its ULT POWER SOUND range. The showcase introduced South Africans to the latest devices built around Sony’s promise of deep bass, bold design and high-powered portability.

The expanded lineup includes the ULT FIELD 3, ULT FIELD 5, ULT TOWER 9AC and the ULTMIC1, joining existing favourites like the ULT TOWER 10, ULT FIELD 7, ULT FIELD 1 and ULT WEAR. Each product is shaped around a simple idea: South Africans love their music loud, clear and everywhere.

The local event marked one of Sony’s most significant audio launches of the year, arriving perfectly in time for Black Friday season.

A product line engineered for people who live loud

Sony says the idea behind ULT POWER SOUND is to give listeners portable audio that can fill both indoor and outdoor spaces without distortion or drop-off. The ULT FIELD 5 and ULT FIELD 3 continue this formula with rugged design, long battery life and powerful drivers designed to travel well.

The ULT TOWER 9AC enters the lineup as a floor-standing option that aims to sit in the heart of a home or entertainment space, while the ULTMIC1 brings a music-ready microphone into the mix for karaoke fans, performers and content creators.

Jobin Joejoe, Managing Director for Sony Middle East and Africa, says South Africa is the perfect market for the ULT range. “It is such a pleasure to introduce new additions to the ULT POWER SOUND range in the South Africa market. It is hard to imagine a market better suited for these products and a better time for it.”

Sony’s push is clear. The brand is anchoring itself more firmly in the local audio landscape, offering options that fit home users, outdoor enthusiasts, students and families.

Sony World creates a new digital home for South African fans

This audio launch also arrives just months after Sony rolled out Sony World, its official South African online store at www.sonyworld.co.za. The platform gives consumers direct access to the full Sony ecosystem, including exclusive offers, launch information and products available at global release timelines.

Sony says South Africa’s online retail market is on track to exceed 7 billion dollars in 2025, representing nearly 10 percent of all retail sales. The company’s investment in direct e-commerce signals confidence in the local tech economy.

“We are investing in infrastructure that treats South Africans as first-tier customers,” says Joejoe. “This platform allows us to deepen our relationship with Sony fans while strengthening our brand presence.”

Black Friday deals kick off alongside the ULT launch

Sony World also marked the start of the brand’s annual Black Friday season. Local shoppers will find discounts on headphones, earbuds, speakers and home entertainment gear, including the WH-1000XM6, WF-C510 and BRAVIA Theatre Quad, alongside the newly launched ULT FIELD 5.

These promotions highlight Sony’s strategy: use the ULT POWER SOUND launch to drive discovery across the entire Sony ecosystem.

Sony takes ULT POWER SOUND on the road with mall activations

Sony is extending the celebration beyond Edenvale through a series of hands-on mall activations. Shoppers can test the full ULT range at Sandton City from 1 to 30 November and at Mall of Africa from 1 to 29 December. Visitors can experience live demos, enter competitions and register for a chance to win an ULT FIELD 1 speaker.

Those who register also receive an exclusive 10 percent discount code for Sony World, valid until 15 January 2026.

For music fans, creators and households looking to upgrade their entertainment setups, the ULT POWER SOUND series brings a strong combination of style, portability and Sony’s signature tuned-bass audio.