Dell Revives XPS Laptop Brand for Premium Market Push

Dell has reintroduced its XPS laptop lineup, a year after retiring the premium brand, in an effort to boost demand within a challenging personal computer market. This move represents a U-turn for the company, following "very broad" feedback from its partners.

Credit: DELL

Dell Chief Operating Officer Jeff Clarke stated in a media briefing, "I owe you an apology today. We didn't listen to you. You were right on branding." The XPS brand, initially launched in the 1990s, previously helped Dell carve a share of the consumer market after years of primarily targeting businesses.

Last year, the company had shifted its strategy to sell models under the names "Dell", "Dell Pro", and "Dell Pro Max." With the revival of XPS, Dell aims to strengthen its position in the premium segment amidst rising competition from rivals such as HP Inc and Lenovo.

Dell unveiled its thinnest laptops yet, the XPS 14 and XPS 16, at the annual Consumer Electronics Show in Las Vegas. The company also plans to launch an even lighter XPS 13 model later this year.

Credit: DELL

Limited configurations of the XPS 14 and XPS 16 models will go on sale in the U.S. and Canada on Tuesday. The XPS 14 starts at USD 2,049.99, and the XPS 16 begins at USD 2,199.99.

Both new models utilise Intel's Core Ultra Series 3 processors, which feature built-in Arc graphics. Dell indicates these processors deliver up to 57% and 78% faster AI performance, respectively, along with more than 50% faster graphics performance compared to previous models.

Mr. Clarke offered minimal detail on how Dell plans to navigate an expected surge in memory prices, which analysts anticipate will force industry-wide price increases. He also noted that artificial intelligence has not generated the level of demand the company had expected a year ago.

Kevin Terwilliger, head of product for Dell's PC business line, explained that Dell is moving away from tier names like "base, plus, and premium" to simplify consumer choices. The company will now feature mainstream and entry-level laptops under the "Dell" brand, premium products under XPS, and Alienware for full gameplay experiences.

• Dell has reintroduced its XPS laptop brand after a year of retirement.

• The move aims to boost Dell's market share in the personal computer sector and premium segment.

• New models, XPS 14 and XPS 16, were unveiled, with an XPS 13 planned for later this year.

Source: REUTERS