Dell has announced a comprehensive rebranding of its laptop series. This initiative aims to make product selection more intuitive for consumers by introducing a streamlined naming convention. In this blog we’ll delve into the details of this rebrand and what it means for Dell’s laptop offerings.
Introduction
At the recent CES 2025 event, Dell unveiled its decision to retire long-standing product names such as XPS, Inspiron, Latitude and Precision. In their place, Dell introduced a three-tiered naming system: Dell, Dell Pro, and Dell Pro Max. Each category is further divided into sub-tiers: Base, Plus, and Premium. As examples, products are now named Dell Plus 14 or Dell Pro Premium 16. The restructuring is designed to simplify the purchasing process by clearly delineating the performance and feature set of each model.
Understanding the new categories
Dell: This category caters for everyday users, encompassing devices suitable for general tasks like web browsing, document editing, media consumption and casual gaming. It effectively replaces the Inspiron line. The Base models serve as entry-level options, while the Plus and Premium models offer enhanced features and performance.
Dell Pro: Targeted at business professionals, the Dell Pro series succeeds the Latitude lineup. These laptops are engineered for productivity, offering robust performance, enterprise-grade security features, and durable designs. The Plus and Premium sub-tiers provide additional capabilities tailored to varying business needs.
Dell Pro Max: This top-tier category replaces the Precision series and is designed for users requiring maximum performance. Aimed at professionals in fields such as engineering, graphic design, and data analysis, these laptops are equipped with high-end processors, advanced graphics capabilities, and expansive memory and storage options.
| Product line | Sub-tier | Example model name | Replaces | Intended use |
| Dell | Base | Dell 14 | Inspiron | General users – everyday tasks such as browsing and emails |
| Plus | Dell Plus 14 | Inspiron (mid range) | Home and general office users | |
| Premium | Dell Premium 14 | Inspiron (premium) | Advanced users needing extra performance | |
| Dell Pro | Base | Dell Pro 14 | Latitude | Business professionals |
| Plus | Dell Pro Plus 14 | Latitude (enhanced) | Advanced business users | |
| Premium | Dell Pro Premium 14 | Latitude (enterprise) | Enterprise-grade business needs | |
| Dell Pro Max | Base | Dell Pro Max 16 | Precision (entry-level) | Creative professionals |
| Plus | Dell Pro Max Plus 16 | Precision (mid-range) | Heavy workloads like rendering – designers, engineers, data users | |
| Premium | Dell Pro Max Premium 16 | Precision (enterprise) | High performance needs – intensive workloads, CAD, simulation |
Why have Dell rebranded?
Dell’s decision to overhaul its naming convention reportedly stems from extensive customer research indicating a preference for more straightforward product names. By adopting familiar terms like “Pro” and “Pro Max,” Dell aims to align its branding with industry standards, making it easier for customers to understand the product hierarchy.
It may initially cause some confusion among long-time Dell customers accustomed to the previous naming conventions, however, as the new structure becomes more familiar, consumers are expected to benefit from a clearer understanding of the product lineup, enabling more informed purchasing decisions. It’s also noteworthy that Dell’s gaming-focused Alienware brand will retain its existing naming conventions, remaining unaffected by this change.
When is it happening?
Dell have commented that the new products will be gradually introduced, which old models being phased out as they are discontinued and new models released in their place – it’s expected to happen throughout 2025. The new laptops will be recognisable, as the circle encompassing the logo is no longer present on the new machines.
Any other changes?
Dell has branded the new models the AI PC Portfolio – a lineup that lets you collaborate, create and drive productivity no matter the location; features include Neural Processing Units (NPUs), that can handle AI tasks locally rather than using cloud services and an extended battery life of up to 27 hours.
Improving the longevity and sustainability of the new models, they now come with a modular USB-C post, which can be replaced with just a couple of screws. In addition, the Dell Pro Max laptops will have full-size SD card slots and dual Thunderbolt 5 ports. Pricing for the new models has yet to be announced.
Conclusion
Dell’s rebranding represents a strategic effort to streamline its product offerings and enhance customer experience. By adopting a more intuitive naming convention, Dell aims to make it easier for consumers to identify the right laptop to suit their needs. Get in touch with us if you’re considering new devices for your organisation – we can offer impartial advice on what would best suit your needs.