From TechRepublic:
Dell will launch a new premium brand targeted at high-end home customers, the company announced on Thursday.
The No. 1 PC maker said the as-of-yet unnamed brand, which is slated to debut this fall, would include both desktop and notebooks priced between $1,200 and $3,500 and positioned just above the company’s Dimension and Inspiron product families.
“Consider this the Lexus of our lineup,” Mike George, vice president of Dell’s U.S. consumer business, said during a press briefing here. “Defining the high-end is no longer the gearheads who focus on feeds and speeds. These are folks who get the possibilities of what the PC can do.”