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Dell is getting rid of its well-known brands

Lines like XPS and Precision will be replaced by lines such as "Dell", "Dell Pro", and "Dell Pro Max"

In attempt to simplify its naming conventions, Dell announced at CES last week that it will be killing off several of its branding lines such as XPS, Precision, and Latitude from all of its products. Moving forward, the company revealed that all products would fit into three main groups: Dell, Dell Pro, and Dell Pro Max. To make things possibly more confusing, these groups will be further divided into tiers: Base, Plus, and Premium.

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This means that while Dell’s well-known XPS line will be going away in name, it’s being replaced by Dell Premium models. That is to say, Premium tier of the Dell group. It’s all a little confusing, but the company says that existing products under its current brand names will continued to be referred to as such until they are discontinued and replaced.

In a statement to The Verge, Public Relations for Consumer and Gaming at Dell Frank Cestone said, “It will be a journey, but we’re taking the necessary steps to make this as easy as possible for customers on day-one and we know it’ll only get easier once the transition is fully complete.”

 

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