Avocor CEO Articulates Views on Tariffs and Optimistic Business Strategy
The United States' tariffs imposed on the Pro AV market are causing a ripple effect, with companies scrambling to mitigate the impact. On April 3, 2025, new tariffs were announced, increasing the existing 20% to a significant 54% on goods imported from China.
In response, collaboration display company Avocor is shifting its manufacturing strategy to reduce the impact of these tariffs. Avocor's CEO, Scott Hix, noted during an interview at the end of March that through their $8 billion parent company, AUO, they have products built in multiple locations, including Taiwan, China, South Korea, and Europe. This diversity in manufacturing locations enables Avocor to move rapidly and leverage their Taiwan infrastructure efficiently to minimize the tariff impact.
Taiwan was announced to receive a 32% tariff, a "savings" of 22 percent compared to China's 54 percent. Hix stated that Avocor has options that not all companies have at the moment, as moving manufacturing to another country is not an overnight process. However, Avocor's ability to be nimble due to their strong factories, which include Taiwan since that's where their headquarters are located, puts them at an advantage.
Six months after the acquisition of Avocor by AUO, expectations have been exceeded. Hix revealed that the unique benefit of the acquisition was the opportunity for both parties to try each other out for a year and a half before the transaction. This allowed them to establish a cultural fit and functional integration before the actual close of the transaction. As a result, it's been business as usual for Avocor, with a continual progression of what they started in their journey with AUO about two years ago.
The acquisition has benefited Avocor in two key areas: their technology roadmap and supply chain optimization. In 2024, Avocor expanded its offerings beyond interactive flat panel displays by launching standard displays, integrated digital signage, and large format dvLEDs. Hix shared that they are now benefiting from AUO's strength in the supply chain, and the acquisition has enabled them to grow their business and serve their distributors, resellers, and end-user customers more efficiently.
At ISE 2025, there was a buzz around Avocor's FindArt 85-inch display, a 8K resolution display with a film technology that makes it look like a painting. While applications for this display will be niche, such as its use in museums or theme parks, it's an exciting development for the future of Avocor's product offerings.
At InfoComm 2025, visitors can expect a full commitment to direct-view LED, non-touch standard LCD, and digital signage from Avocor. Their entire roadmap has been refreshed in the last 12 months, and visitors will get a glimpse of not only their current offerings but also their concept technologies for the future.
AUO sells its LCD technology to major OEMs and ODMs worldwide, giving them control over cost and quality of their products. With this control and the ability to develop cutting-edge display technologies, Hix expressed gratitude for the benefits felt by Avocor, enabling them to grow the business and their customers. The combination of flexibility in the supply chain and sophisticated display technologies positions Avocor well in the Pro AV market despite the challenges of tariffs.
- In response to the increased tariffs on imported goods from China, Avocor, a collaboration display company, is utilizing their diverse manufacturing locations, such as Taiwan and Europe, to reduce the impact on their business through technology innovation and supply chain optimization.
- At InfoComm 2025, Avocor showcases their commitment to direct-view LED, non-touch standard LCD, and digital signage, with an emphasis on cutting-edge technologies and future concept innovations, driven by AUO's control over cost, quality, and LCD technology development.
