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The Konka Group of China has announced a “major brand expansion into the North American market” with plans to unveil a series of 4K Ultra HD TVs and smart-home products at the upcoming CES 2020, which opens January 7 in Las Vegas.

The move is actually a re-launch as the company has tried unsuccessfully to sell TVs in the U.S. in the past.

Konka described the TVs as high performance yet high value and said the new line is slated to ship in the spring. The company plans to highlight the micro LED technology used in its commercial displays at CES in addition to demonstrating TVs that incorporate mini LED, OLED, quantum dot, 8K, and 5G technologies.

Following in the footsteps of China’s TCL and Hisense, which continue aggressive marketing pushes in the U.S., Konka is a vertically integrated manufacturer that sells TVs and other consumer electronics products in more than 100 countries. It also claims to have more than 5,000 TV patents.

Former Toshiba TV executive, Scott Ramirez has been recruited as senior vice president of sales and marketing to help Konka break into the U.S. market.

“I am honored and excited to help launch the Konka brand in North America,” he said. “Konka has amazing people, incredible products and extensive manufacturing power. We will offer consumers a wide range of unique products with an unsurpassed combination of quality, technology and high value. Plus, we have a clear long-term vision, and will create true business partnerships for mutual growth and success.”

Established in 1980, the publicly traded Konka Group Co Ltd claims assets of $9.3 billion and refers to itself as China’s “first Sino-foreign joint consumer electronics enterprise.”