HP has yet to come up with a name for this strategy but has a clear idea of the kind of buyers it wants to attract, said Phil McKinney, vice president and general manager of HP's gaming business. "These are customers who are going up to the high end, but don't need all that customization," he said.
This is almost precisely the same language thatbrand back in 2005--although it borrowed from the Japanese car market with its "Lexus" strategy. The idea was relatively the same; to go after PC customers who couldn't afford a boutique PC from the likes of Voodoo or Alienware (later ), but who wanted the best performance on their block. Those types of PCs--with high-end components--are more profitable for Dell and HP than their lower-end cousins.
McKinney wouldn't provide many more specifics on the new "Mercedes" strategy, but did say, "We're not going to go off and create a fourth brand." HP currently sells PCs under the Voodoo, Pavilion and Compaq brands.
The new systems will include desktops, notebooks and handhelds, and should be available by the end of 2007, McKinney said.