Dell Denies Abandon of XPS Gaming PC Brand

Dell Plans to Invest “Like Crazy” into Alienware, but Leave XPS in Place

by Anton Shilov
05/13/2008 | 11:46 PM

Dell, a leading supplier of personal computers, denied media report about intentions to axe its XPS brand to concentrate solely on Alienware personal computers for gamers. Nevertheless, the company confirmed that it intends to invest heavily into Alienware in order to enable systems with unprecedented performance. While XPS is set to remain, it may no longer be only a gamers’ brand.

 

“Dell XPS and Alienware are both great brands – arguably the greatest brands in PC gaming – and both will live on. But we are going to expand our focus on Alienware. We are going to invest like crazy in product development, design and engineering to propel Alienware as the premier gaming brand in the future,” said Dell’s spokeswoman Anne M. Camden.

Earlier this week it was reported that Dell plans to abandon its own-branded Dell XPS gaming PCs and broaden the lineup Alienware machines that target specifically gamers. The media report claimed that the move would help Dell to streamline sales of its products aimed at video gaming.

However, Dell sees Alienware and XPS under a little different perspective. According to Dell, Alienware is a luxurious brand for gamers, whereas XPS is premium lineup from Dell.

“Alienware products are built by gamers for gamers and the brand has an impressive heritage of delivering a number of industry firsts in gaming. Alienware was first in the industry to introduce colors and a unique design for its PCs. […] XPS remains an important Dell brand with its heritage of premium performance. While closely associated with gaming, in the last year XPS has expanded well beyond a gaming brand – look at the XPS One, our first entry into the all-in-one market, the  XPS M1330, an industry leading ultraportable or the XPS 420 desktop, designed for multi-media activities,” said Ms. Camden.