c by ge Rebranding & Expansion - Beyond Lighting

You may have overlooked the announcement from May, given the numerous events occurring at that time. General Electric transferred ownership of its GE Lighting business, operating for over a century, to the smart home technology firm Savant. Today, the new owner of this division is revealing a significant rebranding initiative, occurring half a year after the original transaction.

The GE brand continues to hold considerable recognition, even when separated from its original corporate entity. Within its new structure, the C by GE product line is undergoing a rebranding process. This change appears logical, as C by GE wasn't the most intuitive name. The line will now be known as “Cync” – a name that, while not necessarily superior, is certainly distinct.

This shift in ownership also signals an expansion of the brand’s focus – a likely outcome under Savant’s direction. GE Lighting is evolving into a more comprehensive smart-home brand. At CES, starting next week, the company will unveil a new thermostat and an assortment of outdoor products, including an updated smart plug. A connected camera and a fan speed switch will also be introduced.

These new products will evaluate the strength of the GE Lighting brand, both independently of General Electric and outside the realm of lighting alone. The smart-home market is already highly competitive, and Savant will be competing with established players such as Amazon’s Ring.

The updated Cync app is scheduled for release in March, promising “a more user-friendly and customizable experience that enhances comfort, control and confidence,” as stated by Savant. Further details will be available next week at CES.