While Zenith's experience in HDTV technology had prepared it for leadership in the digital age, the company needed a global partner with complementary skills to help it compete more effectively.
In 1995, LG Electronics Inc. (LGE), a world leader in consumer electronics, acquired a majority interest in Zenith.
Zenith's brand revitalization program was launched in 1997, with its famous lightning bolt logo updated to coincide with a new marketing campaign designed to introduce Zenith to a new generation of consumers.
In 1998, Zenith embarked on a broad financial and operational restructuring plan designed to leverage its brand and technology strengths.
With successful completion of the restructuring, Zenith officially became a wholly owned LGE subsidiary in November 1999.
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