Dell has re-launched the XPS brand in Australia with three new systems -- the M2010 and M1210 notebooks, and the 700 desktop. All three products are premium, high-performance offerings, which Dell hopes will be a hit with both gamers and those into digital entertainment.
XPS was launched three years ago in the US as a gaming brand, but with yesterday's Australian launch, Dell is attempting to transition the brand to being more about "digital entertainment" and "luxury", said Tom Vogl, Director of Dell Home and Small Business for Asia-Pacific and Japan.
Yet Dell is adamant not to shoebox the three products into the "hardware enthusiast" segment, with Vogl defining the brand's target market as the "customer that wants the best".
Dell says that the three main differentiating factors offered by XPS systems compared to its other products are stellar performance, "innovative design" and "best in class service and support".
Specifically, XPS users are privy to a dedicated, 24/7 personalised technical support system. This system recognises the fact that gamers are often extremely tech savvy, and have far more in-depth support requests (e.g. information on how to tweak their systems for maximum performance). Dell assures us that XPS support staff will be able to answer these types of questions with ease. Further, Dell says that another advantage of this support system is shorter call queues.
Dell was particularly focused on the design aspect during its presentation at the launch event in Sydney. Most noticeable in the XPS 700 desktop system, Vogl said that the XPS range was designed "along the lines of the...muscle cars of the 1960s," evoking characteristics of speed and efficient airflow.
The PC giant's move to target the premium computer market directly is curious considering its recent acquisition of Alienware, which targets the same market.
Dell confirmed to CNET.com.au that there are "no plans to integrate [the] XPS and Alienware" brands, and that Alienware will continue to operate as a "stand-alone brand". Despite this, it doesn't believe that the existence of two separate brands will cannibalise each other's sales.
More specific details on the three new systems can be found in our reviews and first takes below!
A striking feat of engineering that's sure to garner attention in a stylish home or on a multimedia-intensive sales call, the Dell XPS M2010 is simply too expensive and impractical to be anything more than a curio for the rest of us.
Dell's new XPS 700 shows that it's finally starting to take high-end gaming seriously. We recommend you wait for Intel's next-gen chips before making a purchase, but with a brand-spanking-new case and some other surprises, the XPS 700 brings some long-missing innovation to Dell's high-end desktop line.
Though its higher-end (and high-performance) configurations are expensive, the Dell XPS M1210 should appeal to everyday users who want a relatively light but still full-featured Media Center computer.