He said "we make all kinds of quadrasonic equipment because this is the business we're in. Ladd was instrumental at Sanyo in promoting Quadraphonic sound audio equipment for the American market, producing 4-channel audio equipment in both SQ and Matrix formats. Ladd was named President and CEO of the combined Sanyo / Fisher Corporation in 1977, serving until 1987. The new, profitable Fisher Corporation moved its headquarters from New York to Ladd's Los Angeles. Under Ladd’s leadership, the Fisher Corporation under Sanyo grew to be a multi-million dollar leader in the consumer electronics industry. Ladd negotiated a purchase of the Fisher Electronics audio equipment manufacturer by Sanyo in May 1977. The company embarked on a heavy television-based advertising campaign. The ambition to sell Sanyo products worldwide was realized in the late 1970s after Sanyo introduced home audio equipment, car stereos and other consumer electronics to the North American market. Ladd introduced the Sanyo brand to the United States in 1970. In 1969 Howard Ladd became the Executive Vice President and COO of Sanyo Corporation. The company's name means three oceans in Japanese, referring to the founder's ambition to sell their products worldwide, across the Atlantic, Pacific, and Indian oceans. Sanyo was incorporated in 1949 in 1952 it made Japan's first plastic radio and in 1954 Japan's first pulsator-type washing machine. Sanyo was founded when Toshio Iue the brother-in-law of Konosuke Matsushita and also a former Matsushita employee, was lent an unused Matsushita plant in 1947 and used it to make bicycle generator lamps. Transistor radio, model 8S-P3, released in 1959
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