Say goodbye to XPS, Inspiron, Latitude, Precision, and OptiPlex because at CES all of these are replaced with three new names: Dell, Dell Pro and Dell Pro Max. Through this rebranding, Dell wants to summarize their product range into three classes that are easier for the public to understand.
Dell is for products offered for work, education and gaming. Dell Pro is for professional productivity users. Finally, Dell Pro Max is a product that offers maximum performance. Each brand then has three price levels: Base, Plus and Premium.
For example, the Dell XPS gaming laptop will be marketed under the new name Dell Premium. The Dell Latitude series for office use will use the new name Dell Pro. This rebranding will be used not only on laptops but also on all products such as monitors and desktop computers.