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LeEco jumps into the US market with TVs, phones, a car and a bike

The company is bringing its 'customer first' philosophy to the United States.
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After proclaiming United States market-domination plans earlier this week, LeEco unveiled a suite of new phones and televisions. The Chinese company wants to make a big splash and today's event is apparently just the beginning.

Gallery: LeEco Le Pro S3 | 11 Photos

"Instead of making products and services for you, we make products and services with you," said LeEco North American president Richard Ren.

First Look: LeEco U.S. Launch

At San Francisco's Innovation Hanger, Rob Chandhok, chief R&D officer showed off the new $400 LePro S3 Android phone (A rewards program will bring the price of the phone down to $300). Powered by the Snapdragon 821 processor, 4GB of RAM and 64GB of storage, it has a 5.5-inch screen, dual speakers with Dolby Atmos support and a 16MP camera. The LePro will be available in grey or gold brushed metal.

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Chandhok also unveiled the entry-level Le S3 phone with a Snapdragon 652 and 32GB of storage. It'll be available in grey, rose gold, gold and black.

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Not content to just introduce devices with tiny screens, the company also introduced four new TVs under the LeEco brand instead of more established Vizio brand it acquired in July for $2 billion. The flagship $5,000 uMAx 85 has a seven-foot (85-inch) screen that supports both Dolby Vision and HDR10. It has 4GB of RAM, 64GB of storage and a Harmon Kardon audio system. The company also introduced a line of "Super 4" TVs with 4K and Harmon Kardon audio, the X43 Pro, a X55, X65. Company reps briefly talked about about its VR headset and Android-powered sports bicycle, which had already been unveiled at a previous event. Unfortunately, though, they didn't tell us anything about those products we didn't already know.

During the entire event LeEco executives emphasized that all of these products are meant to work together with its ecosystem of content and devices. In a blog post on October 17th , CEO YT Jia said, "Effectively, we are making it possible to seamlessly deliver content to any screen at any time. This is the future of a truly connected lifestyle." To that end North American content general manager Jeff Briller revealed launch partners for the companies upcoming streaming video portion of its company, EUI. The list includes heavy-hitters like Lionsgate, MGM, Showtime and A&E, among others.

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In addition to making sure users can watch video on their phones, TVs and eventually in their connected car, LeEco announced some additional perks, including 5TB of free cloud storage and unlimited photo and video storage.

The new services and hardware (sans the car) will launch on LeMall on November 2nd at 10am PT, the center of LeEco's ecosystem, according to the company. "LeMall will provide a superior shopping experience," said Bianca Yang, GM of LeMall North America. In particular, Yang says that "LeRewards" discounts are the way the company thanks its customers. Some of those include $1,000 off the u MAx85 and $100 off the LePro L3 phone.

It's a huge push for a company most Americans have never heard. This holiday shopping season could determine if the LeEco ecosystem of hardware and content can succeed outside of China.

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