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.

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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

Major Oil, Gas, and Energy Event Will Take Place in Brazil: Macaé Energy Will Gather Petrobras, Equinor, Prio, Among Other Suppliers and Energy Executives for Business, Networking, and Employment Opportunities

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

Major Oil, Gas, and Energy Event Will Take Place in Brazil: Macaé Energy Will Gather Petrobras, Equinor, Prio, Among Other Suppliers and Energy Executives for Business, Networking, and Employment Opportunities

The Mysterious Disappearance Of CCE

And Now, CCE?

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