There's a good chance you missed the news in May - after all, a lot was going on at the time. General Electric has been selling its GE for more than 100 years Lighting division of the Savant smart home company. Today, the new division owner announces a major rebranding effort, six months after the initial deal.
Clearly there is still value in the GE name, even divorced from its original parent company. At its new headquarters, however, the C by GE line will undergo a rebranding. It sounds absolutely reasonable: GE's C has never been the simplest name. Moving forward, the line will be renamed "Cync" - which, if not better, is at least different.
Along with the change in ownership, the name connotes an extension of the scope - this was probably an inevitability under Savant. GE Lighting is becoming a bigger smart home brand in its new home. CES, which kicks off next week, will see the company introduce a new thermostat and a range of outdoor products, including a new smart outlet. The brand will also introduce a connected camera and fan speed switch.
The new products will test the value of the GE Lighting brand, both outside of General Electric and beyond just lighting. The smart home category is already crowded (and has been for years) and Savant clashes with offerings from big names like Amazon's Ring.
The new Cync app will arrive in March, bringing with it "a more user-friendly and customizable experience that improves comfort, control and confidence," according to Savant. More news next week at CES.
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