CCE: The Roller Coaster of Technology in Brazil – From Giant Company to Market Ghost

Written by Bruno Teles

Published on 27/11/2023 at 22:08

Antiga fábrica da CCE (Imagem / Divulgação)

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A Chat About A Brand That Went From Heaven To Hell In The Hearts Of Brazilians: CCE. Who Hasn’t Had A CCE Product Throw The First Stone, Right? From TVs To Video Games, This Brand Was Everywhere. But, What Happened To CCE?

CCE, or Commerce of Electronic Components, started its journey in 1964, in São Paulo. It was that brand that everyone knew: some loved it, others… not so much. There were people who said CCE stood for “CameChome Erroneously” or “Corrects, Corrects, Enguers.” But, let’s be real, there were also those who swore the products lasted forever.

The Golden Age Of CCE

In the 70s and 80s, CCE was booming! It expanded its factories, partnered with Kenwood, and launched high-end audio products. It was the dream of the crowd. And it didn’t stop there: it entered the TV, VCR, and even computer markets. Who remembers the famous “three in one” from CCE?

CCE wasn’t just sticking to the same old products. It sold a little bit of everything: refrigerators, freezers, microwaves, DVDs, laptops… Even clone video games of Atari and Nintendinho! The brand was ubiquitous in Brazilian homes.

ARTICLE CONTINUES BELOW

The Mysterious Disappearance Of CCE

YouTube video — Video / Disclosure: Próximo Negócio

But then, out of nowhere, CCE disappeared. In 2012, Lenovo, the Chinese giant, purchased CCE for a whopping 300 million dollars. Lenovo even tried to revive the brand, but with fierce competition and the booming smartphone and tablet market, things didn’t go well.

And wouldn’t you know it, the story had a twist? Lenovo, seeing that the business wasn’t moving forward, didn’t pay the last installment of the purchase. The result? CCE Returned To The Hands Of The Original Owners In 2015, with the factories all upgraded by Lenovo.

But even with this return, CCE couldn’t make a comeback. In 2016, the brand ceased operations. Today, it doesn’t even have an official website anymore. The CCE products still out there are old stock or used.

And Now, CCE?

Will CCE shine again in the market? We’re hoping so, right? After all, CCE is a piece of Brazil’s technology history. So, what was your experience with CCE? Share with us in the comments!

And that’s it, folks! The story of CCE is a true technological drama. From giant to ghost of the market, this brand left its mark (pardon the pun) in the lives of many Brazilians. Here’s the question: will CCE ever make a comeback?

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CCE: The Roller Coaster of Technology in Brazil – From Giant Company to Market Ghost

A Chat About A Brand That Went From Heaven To Hell In The Hearts Of Brazilians: CCE. Who Hasn’t Had A CCE Product Throw The First Stone, Right? From TVs To Video Games, This Brand Was Everywhere. But, What Happened To CCE?

The Golden Age Of CCE

The Mysterious Disappearance Of CCE

And Now, CCE?

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CCE: The Roller Coaster of Technology in Brazil – From Giant Company to Market Ghost

A Chat About A Brand That Went From Heaven To Hell In The Hearts Of Brazilians: CCE. Who Hasn’t Had A CCE Product Throw The First Stone, Right? From TVs To Video Games, This Brand Was Everywhere. But, What Happened To CCE?

The Golden Age Of CCE

The Mysterious Disappearance Of CCE

And Now, CCE?

While in Brazil a 10-story building takes 2 years to complete, in China a company stacks pre-fabricated modules and raises the entire building in just 28 hours and 45 minutes.

The oldest tree in the world, alive since before the birth of Jesus Christ, is cut down in a scientific study and the case changes environmental preservation rules.

An entire island in the Pacific wants to surround itself with a colossal barrier against the ocean to try to escape increasingly violent waves and not be swallowed by the sea in the coming decades.

After ten days orbiting the Moon, science confirms that the astronauts of the Artemis II mission return with altered bodies.

Peru built a tunnel at an altitude of 4,738 meters cutting through the Andes Mountains, and the road leading to it reaches 4,818 meters, making it the highest paved road in the entire world.

Seen from space, an image taken by an astronaut shows in Argentine Patagonia the exact point where a colossal glacier, a turquoise-blue lake, and a greenish arm of water meet, creating one of the rarest and most impressive landscapes in the region.

In the Saudi Arabian desert, the world’s largest green hydrogen plant is 80% complete and will use 4 gigawatts of solar and wind energy to produce 600 tons of clean fuel per day when it opens in 2027.

Ethiopia has banned gasoline and diesel cars, placed over a hundred silent electric buses on the streets of Addis Ababa, and now aims for half a million electric vehicles by 2030, all powered by Africa’s largest dam and a courage that few countries have shown.

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