Dell is retiring its Latitude, Inspiron, and Precision branding. Dell's product lines will be streamlined under a new branding strategy.
The new approach will see Dell computers categorised as either "Dell," which Dell described as "designed for play, school, and work," "Dell Pro" for "professional-grade productivity," or "Dell Pro Max" products, which are "designed for maximum performance."
In addition, Dell will release Dell and Dell Pro-branded displays, accessories, and "services," marking a significant shift in the company's marketing and product strategy.
Dell claims that its mid-tier Pro line will be a hallmark of durability, "withstanding three times as many hinge cycles, drops, and bumps from regular use as competitor devices."
This claim is based on "internal analysis of multiple durability tests performed" on the newly released Dell Pro 14 Plus and HP EliteBook 640 G11 laptops in November. Dell claims that its Pro PCs will enhance "airflow by 20 percent, making these Dell's quietest commercial laptops."
Writing in the company bog, Dell’s VP and GM of commercial, consumer, and gaming PCs Kevin Terwilliger said each product line will offer base models, Plus models, and Premium models.
He added that the models will provide "the most scalable performance," while Premium models will offer "the ultimate in mobility and design." By these naming conventions, long-time Dell users might equate the former XPS laptops with the new Dell Premium products.
As we reported earlier, Dell will maintain its Alienware line of gaming PCs and peripherals, a brand that has been catering to PC gamers for nearly 30 years since Dell acquired Alienware in 2006.
Dell claims that the rebranding effort aims to create a more "unified branding" that will simplify the process of finding the right PCs, accessories, and services for consumers.
"Easier and faster to find the right PCs, accessories, and services," said Dell in a press release. This change also coincides with Dell's push to integrate its "AI PCs" into the consumer market.
