June 2, 2005 3:07 PM PDT
Dell to launch 'Lexus lineup' of PCs
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The No. 1 PC maker said the as-of-yet unnamed brand, which is slated to debut this fall, would include both desktop and notebooks priced between $1,200 and $3,500 and positioned just above the company's Dimension and Inspiron product families.
"Consider this the Lexus of our lineup," Mike George, vice president of Dell's U.S. consumer business, said during a press briefing here. "Defining the high-end is no longer the gearheads who focus on feeds and speeds. These are folks who get the possibilities of what the PC can do."
George said the initial machines would have a similar look and feel to Dell's current XPS designs such as its 9100 series PCs, and then evolve as next-generation hardware features are introduced. Dell said the premium line will include new form factors as well as the traditional multimedia consoles, towers, mini-towers, desktops and laptops.
The company said it would also launch a massive advertising campaign highlighting the premium brand to coincide with its other latest consumer focus: LCD and plasma TVs, all-in-one printers and its digital-music players.
"What you will see is a heightened campaign on this brand-focused identity and its compliment of products of TVs and printer," said Tim Peters, vice president of printing and imaging with Dell.
Dell said the lion's share of its PC business continues to be its entertainment-based models, typically for customers willing to spend between $600 and $1,200 to play games, music and store digital photos. Dell also heavily supports and develops its budget PC business, whose offerings range in price from $400 to $700. George noted that the company's budget customers also include its big-ticket consumers who are buying a second or third PC for a student in the house.
Despite robust sales in its high-end Dimension and Inspiron products, George said Dell is recognizing that an increasing number of customers are asking for more advanced systems with faster processors and memory, higher-capacity storage and additional software bundles.
"I don't think those customers have a specific place to go," he said. "There is not a clear identity to go in that high-end direction. We are competing for those customers along with companies like HP, Sony, Apple, Alienware and those customers that basically build their own systems."
The premium systems will also come with a premium service package, which Dell calls its "white glove" treatment. The service packages will include expanded online and in-home support. Dell is currently conducting extensive test programs on its online support.
The service builds on the company's current Dell Support 3.0 client and allows a customer to authorize a Dell service representative to take control of a PC. George said customers could choose different levels of authorization.
"We have one that is similar to those found on those football replay shows where they circle the action on the screen," George said. "Our service centers in the U.S. and India can show you where to go and fix the problem yourself or you can have them do the work for you."
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My guess is this is for people who think that the more you spend the better and the majority of the cost will go to profit margin...
The XBOX and PS2 people who want a richer experience, but know nothing about configuring and fixing computer problems will need the extra support.
I spoke to somebody recently who bought a high end system with big screen and all the peripherals, only to have a problem getting the steering wheel to work and so they just abandoned it. More money than sense...
"Defining the high-end is no longer the gearheads who focus on feeds and speeds. These are folks who get the possibilities of what the PC can do."
These PCs are for people who want to use the computer for something useful, but who dont care about technical details of what's inside it.
The tech support features, if executed properly could also become standard practice in the industry but only if it catches on with the expensive models.
Afterall, a feature of yesterday's top of the line machine becomes today's standard model. This will just accelerate the process.
If somoene wants to spend $2000+ on a system, they are better off going with anyone but Dell. Besides, you can buy a overclocked PC with top notch parts from the high end companies that are still under a solid warranty, and they have good support and an excellent upgrade policy.
A Dell is Dell no matter what. And that means it is a low quality, piece of crap.
If you want a luxury car, do you shop at Mercedes or Lexus, or do you buy a KIA or Hyundai?
and 85% of all major universities in the USA... This is because they get a Great Experience, a Great Product, and an EVEN BETTER PRICE.. cut out the middle man marketing is the way to go.
If Dell is still anything like they were 3 years ago when I was purchasing a PC for college there will be a suspicious rattle when you remove it from the box only to find the sound card drop out of the Mobo when you open the case. The wrong soung sound card among many other wrong parts at that.
Build your own PC. Saves you a little cash and hey, you might learn something.
"Thank you for calling Dell, I can only read responses from a pre-written script in broken english, is there anything I can not help you with today?"
"Please come again."
This is a niche market and I hope that Dell sucks wind on it.
Dell has said they will make the Lexus of PC's for demanding high end users. Are there any car buffs here? Remember when a Jaguar XJS (sp?) was a nice car, produced by Jaguar and costing big $$$. When you bought one, you knew you were getting your moneys worth because the cars were fairly unique and had top-notch performance. Fast forward, now FORD own the rights to Jaguars. Every time I see a "recent" Jaguar model, I know I'm looking at a Ford Taurus frame with some leather and a Jaguar logo. Totally cheapens the Jaguar name.
Basically, Dell's Lexus of a PC is still a Dell. It might have a kick-ass looking case, just like Alienware, but when you look past the shiny new case and into the guts of that $3000 dollar PC, you realize that you just spent three large on a souped up Ford Taurus.
LMAO.....Have a builder set you up a PC, for half of what Dells charges with twice the performance. Otherwise, don't brag about your new $3000 Dell, your friends will be laughing.
P4 3.8 GHz $500
Asus SLI Mobo $175
1Gb DDR2 $200
Dual 6800 Ultras $850
2x 74Gb Raptors $300
Badass Case $150
Power Supply $150
Watercooling setup $200
DVD Burner $50
Total Cost $2575
For that price, try getting Dell to match those specs. Would easily cost $4000-$5000 and be made with inferior components.
*sigh* When will their CEO learn?
China is going to kick Dell in the 'nards - soon.
B/W i have been using compaq notebook from last 3 years no probs yet, only normal expected wear and tear.
So in reality its a great way to charge you more for what other companies already offer on their systems. Dell is AWESOME at marketing! They are a marketing machine. They love to sell you old technology, mark it up, throw on multiple promotions and make it look like you are getting cutting edge technology.
- Don't buy Alienware no more!!
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by kitt050383
June 29, 2006 12:49 AM PDT
- Don't buy Alienware no more!!
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Reply to this comment
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See all 24 Comments >>It's been on the down low But Dell baught Alienware an are gonna keep tha name so that they can releaase computers w/ AMD chips in them withou voiding the contract with intel....
-Ne0rEz