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BenQ Renames - Kinda

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Whatever is going on at BenQ? Last year the company was one of our favourites with outstanding products like the FP21W 24in LCD (the first ever product we've awarded straight 10s), stylish super waif cameras and luscious high end projectors. This year however it has closed its mobile phone division, decided to outsource its camera construction to traditional low-end manufacturer Ability and now undergo some utterly weird internal rejigging...

Think BenQ was hard to say? (For the record it was pronounced 'Ben Queue') How about Qisda – a linguistic nightmare complete with missing 'u'. Apparently it stands for Quality, Innovation, Speed, Driving and Achievements which surely suggests it should have been Q.I.S.D.A. or at the very least: QISDA and what does 'driving' have to do with any of this anyway? 'Drive' maybe...

And do we pronounce it 'Quisdah' or 'Kisda'? Who knows - whatever.

Anyway, the nuts and bolts of it you should now see company statement below...

I can only hope – and I really mean this – that BenQ knows what it is doing here and has a long term strategy in place so it can get back into the press for the right reasons once more... For its sake I pray the 'Qisda' logo is a killer...

Update: Turns out BenQ is also changing its Chinese name from 'Jia Da' to 'Jias Da'. Wonderful.

Update 2: Contact has now been made with BenQ (I'm sticking with BenQ, it's easier) and it has asked to clarify the situation putting out the following statement:

"The original BenQ Corp. has been divided into two companies, BenQ corp. and Qisda corp., following approval from its shareholders on June 15, 2007.

BenQ corp. will continue to sell and market products, including LCD monitor, LCD TV, projector, digital camera, Joybook and other networked digital lifestyle products under the BenQ brand name, while Qisda, a manufacturer of 3C products, will become one of BenQ’s future manufacturing suppliers.

The emergence of Qisda will not change the way BenQ engages with its customers and partners in the future. And both BenQ Corp. and Qisda Corp. will be group companies under the BenQ Group, which is comprised of companies that operate independently while sharing resources and leveraging synergies among them -- a foundation of future prosperity for both companies"


I have to admit, this doesn't completely sweep away the fog for me but we'll have to watch this space. Also, latest on the Qisda pronunciation game: it's thought to be Kiss-da... for now.

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