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Known for decades as one of the most respected brands in global technology, Toshiba went from being a leader in innovation to a name that is almost forgotten outside of Japan. So, what happened to Toshiba? Discover in this report the ups and downs of a giant that marked generations with its electronics, but today struggles to reinvent itself.
Toshiba was founded in 1939, with the merger of two Japanese companies: Shibaura Seisaku-sho (specialized in industrial equipment) and Tokyo Denki (focused on electrical products). The new company was named Tokyo Shibaura Denki, which would later be simplified to Toshiba Corporation in 1978. After all: What happened to Toshiba? Could this be the end of Toshiba in the current era?
During the 20th century, Toshiba was responsible for crucial innovations in the world of technology, pioneering the manufacture of televisions, radios, notebooks, flash memory, microwave ovens and much more. The company was a symbol of Japan's ability to produce cutting-edge technology with extremely high durability.
In Japan, Toshiba has become synonymous with trust. Worldwide, it has come to be associated with quality in sectors such as electronics, energy, infrastructure and semiconductors.
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Arrival in Brazil and merger with Semp
Toshiba entered the Brazilian market in 1968, when it began manufacturing electrical transformers. However, it was in 1977, with the merger with the Brazilian company Semp, that the brand gained relevance in the national electronics market. Semp Toshiba became one of the main manufacturers of televisions and sound systems in the country during the 1980s and 1990s.
The company came to compete directly with giants such as Philips, Sony and Gradiente, maintaining factories in the Manaus Industrial Complex. For a long time, buying a Toshiba TV in Brazil was guarantee superior quality and high durability.
The rise of Toshiba: from Japan to the world and how Toshiba is doing today
During the 1980s and 1990s, Toshiba was considered one of the largest corporations in the world. It produced everything from chips and notebooks to nuclear reactors. Some of its greatest achievements include:
- Creation of the first NAND flash memory, base for pendrives and SD cards.
- Launch of innovative notebooks, like the Dynabook.
- Development of nuclear technology used in several countries.
- Presence in heavy infrastructure, such as elevators and railways.
The brand was even among the 10 largest electronics companies on the planet, over 200 thousand employees and global presence.
What happened to Toshiba? The fall of a giant
However, from the 2000s onwards, Toshiba began to lose relevance in the international market. Many consumers and experts began to ask themselves: what happened to Toshiba?
Several factors explain the decline:
2015 accounting scandal
One of the main milestones in Toshiba's downfall was the accounting scandal uncovered in 2015, when the company admitted that artificially inflated its profits by more than $1,2 billion over seven years. The case deeply shook investor confidence, causing mass board resignations and collapse in stock value.
Failure in the US with Westinghouse
Another blow came with the investment in the American nuclear sector, through the acquisition of Westinghouse Electric, in 2006. The project, which seemed promising, collapsed in 2017 when the subsidiary asked bankruptcy in the United States, causing a billionaire loss to the matrix.
Toshiba was forced to sell strategic assets, including its profitable chip arm, to cover losses.
Divestment in consumer electronics
Throughout the 2010s, the company gradually abandoned the television, notebook and home appliance sectors, areas that made it famous worldwide. Brands such as Toshiba TV, Toshiba PC and Toshiba Audio were sold to other companies — including Hisense, Sharp and Dynabook Inc.
Thus, the brand's presence was drastically reduced in consumers' homes, becoming almost invisible in the international market.
How is Toshiba doing now?
Although many people think that Toshiba is “doomed”, the truth is that the company still exists and operates in several strategic sectors. The difference is that it is no longer a brand aimed at the end consumer and now focuses on areas such as:
- Nuclear and renewable energy
- Urban infrastructure
- Industrial components and automation
- Digital and Cybersecurity Services
- Elevators, turbines and industrial robotics
The new Toshiba is much smaller, leaner and targeted at institutional and government customers. Its focus is on advanced engineering solutions rather than retail electronics.
In 2023, the company underwent a complete restructuring, being purchased by a Japanese consortium led by Japan Industrial Partners (JIP). The operation valued at more than US$ 14 billion aimed to privatize Toshiba, taking it off the stock exchange to facilitate its reorganization.
Toshiba in Brazil: what about Semp?
The Toshiba brand officially left the consumer electronics market in Brazil in 2016, after the end of the partnership with Semp, which began operating as Semp TCL, in partnership with the Chinese group TCL.
In other words, Toshiba, which many Brazilians knew as a TV or notebook brand, is no longer present in the country. Its operations today are restricted to sectors such as electrical infrastructure, energy and corporate solutions, with much more discreet operations.
The importance of Toshiba in the history of technology
Despite the retraction in recent years, the Toshiba has left a profound legacy in the history of global technology. It was a pioneer in:
- NAND Memories, the basis of modern SSDs
- Portable notebooks
- High quality tube and LCD TVs
- Thermal printing technology
- Solutions for the railway and subway sectors
The brand was even an inspiration for other Asian giants, such as Samsung, Sony and LG, who observed Toshiba's model during its years of expansion in the 1970s and 1980s.
The end of Toshiba as we knew it
For the average consumer, the impression left is that Toshiba is over. And in part, that is true. Toshiba as a popular electronics brand no longer exists — at least in retail.
- No longer produces TVs under its own brand (licensed to Hisense).
- Left the notebook market, selling the division to Sharp.
- Left the appliances, which are now managed by other companies under license.
The transition to a B2B (business to business) model and internal restructuring have made the brand disappeared from the spotlight and from people's daily lives.
What Happened to Toshiba and Why It Still Matters
What happened to Toshiba was the result of mismanagement, risky decisions, corporate scandals and failure to adapt to changing consumer demands. From a symbol of Japanese technology to a shadow of its former self, the company faced one of the greatest declines in modern corporate history.
However, Toshiba did not die. It changed its skin, its target audience and its priorities. It left the store shelves and went behind the scenes of global infrastructure. Today, it operates quietly but strategically in areas that shape the future of cities, industry and energy.
The end of Toshiba is, in fact, the end of an era of consumerism. But its name is still alive — even if it is far from the shine it once had.
All that was missing was to say how much Toshiba contributed to the famous shinkanssen (Bullet Train).
Very complete material, congratulations
One of the big companies I worked for was in Manaus-Am, but everything has changed today. Isn't it stronger than the other industrial competitors? Because of new technologies.