Dell Revives XPS Brand With New Laptops to Regain PC Market Share
Dell has brought back its XPS laptop lineup, reversing a decision made last year to retire the premium brand, as it seeks to revive demand in a sluggish global PC market.
Unveiled at the Consumer Electronics Show, the new XPS 14 and XPS 16 are Dell’s thinnest laptops yet, with plans to introduce a lighter XPS 13 later this year. The move follows what Dell executives described as “very broad” feedback from partners and customers who favored the XPS name.
Chief Operating Officer Jeff Clarke acknowledged the misstep, saying Dell had been wrong to abandon the brand when it consolidated products under the Dell and Dell Pro labels.
The revived XPS models target the premium segment, where Dell faces stiff competition from HP and Lenovo. Prices start at $2,049.99 for the XPS 14 and $2,199.99 for the XPS 16 in the U.S. and Canada.
Both laptops use Intel’s Core Ultra Series 3 processors with integrated Arc graphics, which Dell says significantly boost AI and graphics performance over prior generations.
Dell also said it is simplifying its branding strategy, keeping entry-level and mainstream devices under the Dell name, premium systems under XPS, and gaming products under Alienware, as it looks to better position itself in a crowded PC market.