Acer is to stop producing bottom-rung budget laptops. Instead, it wants to become a premium brand, letting Packard Bell take on the low-cost market. Acer bought the once-mighty Packard Bell brand back in 2008.
An Acer representative said "Acer is moving away from the lower end," talking to Tech Radar, "It can be a slightly conflicting message", referring to the two brands effectively working in competition with each other. Acer's aim is to "separate the two brands as far as possible, so the average consumer has no idea that the two brands are associated."
We're not convinced the average buyer has any such notion at present, but Acer's latest move is nevertheless an interesting one. Acer is often regarded as a budget-friendly brand, frequently offering very aggressive pricing. An effort to become "more premium" points towards increased production of high-end laptops and Ultrabooks such as the Aspire S3. Acer says that the budget crossover point is around the £400 mark.
Acer is Taiwan's largest computer maker. It purchased Packard Bell for a reported $48.5 million in January 2008.
via Tech Radar