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Dell Announces Launch of Adamo

January 10, 2009

Dell Inc. could have used a home run at the International Consumer Electronics Show, but instead it came to Vegas with a model and a mirage.

Friday, at a news conference, Dell executives said the company will launch a line of luxury computers under the brand name Adamo.  A model stood with a black lap-top and posed “Project Runway” style for a group of photographers.  She did not turn on the computer, and Dell had no details about what was under the hood.

Senior vice president in Dell’s consumer product group, Alex Gruzen, would not say how much the new machine would cost, but emphasized that it would be a high-end, high-performance laptop.  He defended the company’s decision to launch a luxury line during a recession.

“It’s not the only product we’re launching,” he said. “It’s the right time, with the technologies and materials for us to satisfy a very important Dell customer segment.”

Adamo is set to debut with more details sometime in the next six months.

Dell and Hewlett-Packard Co have both strived to provide inexpensive computers with functionality and power, while Apple Inc. has gained share with consumers through sleeker designs.

Ed Boyd, Dell’s vice president of consumer experience design, declared that, “The death of the utilitarian PC has occurred.”

Dell did make some concrete announcements Friday, including two not-yet-released products, a 10-inch “netbook” PC and a tiny portable photo printer.

Dell shares lost 15 cents, 1.3 percent, and closed at $11.12.

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