Dell's marketing re-spin kills off Adamo, Studio XPS lines
updated 05:15 pm EDT, Fri October 22, 2010
Dell to focus on three brands, kills Adamo, more
With the premium Adamo XPS notebook discontinued and the more recent introduction of XPS notebooks, Dell has rebranded its lineup for greater simplicity. According to Engadget, there will be only three core brands, including Inspiron, XPS and Alienware. Each will be aimed at users who require different performance levels, with Alienware being the top-rung offering.
Systems such as the Adamo XPS notebooks will return early next year as part of the XPS line, Dell VP Ed Boyd said. Current Studio XPS and Studio monikers have confused buyers, the company's execs believe, and the idea of the new brands is to show that Dell offers choice and not promote the image that Dell is a low-cost brand.
This effort will cost hundreds of millions of dollars in total, Dell CMO Paul-Henri Ferrand said recently.
