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CCE, Toshiba, Gradiente and Sharp have marked generations in Brazil and around the world with TVs, radios, sound systems and video games. But what happened to these famous brands that dominated the market and have now almost disappeared from the spotlight? Below, learn about the origins, the peak and what remains of each of these electronics giants.
From the 1970s to the 1990s, the electronics market experienced a true consumer boom in Brazil, driven by import substitution policies, the growth of the middle class and the strengthening of the Manaus Free Trade Zone. In this scenario, brands such as CCE, Toshiba, Gradiente and Sharp gained prominence with products that were in practically every Brazilian home.
Each of these famous brands had its moment of glory, with innovative devices, competitive prices and strong consumer appeal. However, they all went through crises — and some disappeared completely from retail. Understand what happened to CCE, Toshiba, Gradiente and Sharp.
CCE: from popularity to difficulties
CCE (Comércio de Componentes Eletrônicos) was founded in 1964 by Isaac Sverner. It started by importing electronic parts, but soon moved on to manufacturing its own products. Its competitive edge was clear: offering more affordable alternatives to a market that was still very elite. CCE's radios, stereos and, later, TVs and computers hit the shelves at prices lower than those of the competition.
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In the 1980s, CCE entered the videogames, with models compatible with the Atari 2600. In the 90s and 2000s, it focused on computers and popular home appliances.
Despite not having the same technical reputation as brands like Gradiente or Toshiba, CCE has become one of the most recognized brands in Brazil — even though it is the target of jokes, like the jargon “CCE: I Bought, I Cried, I Delivered".
What happened to CCE?
In the 2010s, CCE was acquired by Lenovo, which wanted to expand its share of the national market. In 2012, the Chinese giant took over the brand, but returned control to the Sverner family in 2015, after below-expected results.
Since then, CCE has moved away from the big chains and has a limited presence, especially in the education and B2B sectors. Although its production has decreased, the brand still exists — but it is far from the presence it once had.
Toshiba: the Japanese giant that became a shadow
Toshiba was founded in 1939 in Japan, the result of the merger of two technology companies. It innovated in several areas: it launched the first commercial notebook (T1100, in 1985), the first color video phone and was a pioneer in flash memory technology.
In Brazil, it arrived in 1968, but gained strength in 1977, by forming a joint venture with semp, giving rise to SEMP Toshiba. This alliance yielded memorable products, such as TVs with built-in VCRs and the famous slogan: “Our Japanese are more creative than other Japanese".
What happened to Toshiba?
The decline began with internal problems and poor strategic decisions. In 2015, the company was involved in an accounting scandal, after the revelation of frauds that inflated artificial profits for years. Shortly after, it suffered billion-dollar losses with the bankruptcy of its subsidiary Westinghouse, in the nuclear energy sector in the USA.
Toshiba sold several divisions, including its notebook division (Dynabook) and its television division (sold to Hisense). The partnership with SEMP was terminated, and the Japanese company left the consumer market in Brazil.
How is Toshiba doing now?
even though many think it was the end of Toshiba, the company still exists. Today, it operates in sectors such as:
- Energy and nuclear infrastructure
- Industrial solutions
- Railway and digital technology
In 2023, it was privatized by a Japanese consortium and is trying to rebuild itself away from the spotlight of popular consumption.
Gradiente: the Brazilian pioneer that still resists
Gradient – a national technology empire
Gradiente was founded in 1964 in São Paulo by Luis Alberto Salvatore and Nelson Bastos. It started with radios and amplifiers and soon began producing sophisticated sound systems.
In the 1970s, it stood out by popularizing the concept of sound systems and acquired brands such as Garrard and Polyvox. In 1983, it launched the Atari 2600 in Brazil with an official license and, later, made history by founding Playtronic, in partnership with Estrela, officially bringing the Super Nintendo and Nintendo 64 to the country.
What happened to Gradiente?
After ups and downs, the company entered judicial recovery in 2007. Strong foreign competition, the opening of the market in the 1990s and accumulated debts brought down the empire.
In 2012, Gradiente returned as IGB Electronics, betting on cell phones, tablets and nostalgic reissues, such as the “My First Gradient”. However, it was unable to recover the lost space.
How is Gradiente doing currently?
The brand still exists and operates with a focus on niches, such as senior products and nostalgic branding initiatives. IGB also became famous for legal disputes with Apple about the use of the name “iPhone” in Brazil.
Gradiente is, of the four brands analyzed, the only 100% national company still active in the electronics sector — even with very reduced performance.
Sharp: from the Japanese revolution to the end of operations in Brazil
Sharp was founded in Japan in 1912, and its name comes from the Ever-Sharp mechanical pencil, created in 1915. It was responsible for technological advances in TVs, radios, calculators, cell phones, monitors, purifiers and solar cells.
In Brazil, Sharp arrived in 1972, operated by Machline Group. It stood out in the 1980s with cutting-edge televisions, portable radios and sound systems, always with strong appeal among the middle class.
Also produced electronic calculators in the Manaus Free Trade Zone and gained fame for its durability and bold design.
What happened to Sharp?
Sharp Brasil went into crisis in the early 90s, with the death of Matias Machline, the businessman who ran the local operation. The company faced financial difficulties and declared bankruptcy in 2002.
The brand returned to the country in 2011, with corporate operations focused on multifunctional printers, monitors and digital solutions, aimed at companies and governments.
How is Sharp doing now?
Globally, Sharp became part of the Foxconn (the same company that manufactures iPhones for Apple), after being acquired in 2016. Its consumer operations began to grow again in Asian and European countries.
In Brazil, Sharp no longer operates directly in the electronics retail sector, but maintains an institutional presence through licensed partners.
What's left of CCE, Toshiba, Gradiente and Sharp?
As famous brands that shaped electronics consumption in Brazil in the 70s, 80s and 90s still have symbolic value — but few maintain relevant operations.
| Marca | Current situation |
|---|---|
| CCE | It still exists, under the control of the founding family, with occasional action. |
| Toshiba | Operates globally in industrial and energy sectors; no longer operates in retail. |
| Gradient | It survives as IGB Eletrônica, focusing on niches and nostalgia. |
| Sharp | Operates globally in B2B under the control of Foxconn; discreet presence in Brazil. |
The end of an era — and the memory of brands that marked generations
What happened to CCE, Toshiba, Gradiente and Sharp reflects the transformations in the global electronics market: the entry of Asian competition, changes in consumer behavior and technological acceleration.
These famous brands were synonymous with innovation, status and modernity. They were present in homes, offices and schools — and are part of the collective memory of millions of Brazilians.
Today, even out of the spotlight, these brands leave a legacy of innovation and Brazilianness, as well as lessons on adaptation, management and the importance of investing in technology and constant renewal.
Sad longing for a happy past!
All technologies are part of the concept that nothing is static, always innovating and discovering new ways to produce with better quality and performance. At least that is what should happen. Today there are products that are attractive in terms of price and design, but almost all of them are disposable.
This translates into cheaper products but a flood of waste across the planet. This has put an end to the right of millions of people to have high-quality products such as cars, TVs, refrigerators, radios and thousands of other durable products.
He sings the great lament for those who can buy and have quality in their hands