Dell’s subsidiary gaming arm, Alienware is well known for many of its gamer-centric machines. Including its gaming notebooks, pre-built desktops, top quality displays, and even peripherals. Now, it seems, the brand wishes to take another step further by creating its own branded PC components.
Alienware and Dell XPS’ general manager, Frank Azor, gave confirmation to tech site PCGames N, when asked if the component market was an area the brand was willing to move into. Following the confirmation, Azor also said that he wasn’t in any rush. Implying that he wouldn’t enter the market with Alienware unless the brand could come up with a long-term plan on how it could become and retain a position of dominance upon entering.
“What we don’t want to do is just put our name on something. The Alienware name comes with a brand promise, and if we don’t deliver on that promise to customers consistently, they’re going to stop trusting the Alienware brand.” Azor said. “So if I can’t deliver that promise in a product category, I’m not going to try because I have too much to lose.”
Azor also mentioned that of all the PC components, making an Alienware-branded graphics card would probably be the most difficult. Primarily because many of the brand’s graphics card partners have been in that business for a long time, and many of time have mastered the art of overclocking and making high quality graphics cards.
(Source: PCGames N)