Dell launched a new PC line today that not only looks startlingly different from previous models, but also makes a unique claim in the category: Energy efficiency.
The new line, called Studio Hybrid, sports a roundish shape and unusual finishes like bamboo, quartz and sapphire. “The design and craftsmanship of the Studio Hybrid alone are enough to cause you to do a double take,” Michael Tatelman, vp-global consumer sales and marketing at Dell, said in a written statement.
But the new PCs also claim to use 70% less energy than standard PCs and are 80% smaller. Moreover, the packing materials for the PCs are 30% the weight of the average and are “95% recyclable,” per Dell.
Dell has started promoting the line with an online campaign today and plans to launch print ads this month. Anne Camden, a Dell rep, said the ads will emphasize design and the energy savings “as more of a secondary message.” (Dell inked a deal with holding company WPP last year. Camden said “various agencies” worked on the new effort.)
Robert Enderle, principal analyst with Enderle Group, San Jose, Calif., said the energy-savings message will probably resonate with consumers more than the smaller-footprint message. “The energy savings is important,” he said. “I don’t think there’s anyone in this country who is not interested in saving money on their energy bills right now.”
Enderle added that Dell, Hewlett-Packard and Lenovo are all trying to out-green each other. “They’re all in competition, but the consumer wins.”
List prices for the Studio Hybrid PCs, before customization, start at $499 to $1,304 depending on the model.