Dell Goes Upscale With Adamo Laptops

By Doug Olenick -- TWICE, 3/30/2009

Round Rock, Texas — Dell earlier this month decided to bet the recession will not dampen consumer's desire for high-end laptops by releasing its $2,000 Adamo by Dell brand.

This Adamo is the first in a line of luxury computers that will sell under the Adamo by Dell brand, the company said.

Steve Baker, NPD's industry analysis VP, called Dell's latest effort a necessary statement by the company to prove it can create products on par with its competition, adding the high price tag is not a detriment despite the rough economic times.

“Don't confuse long-term opportunity with short-term issues,” he said, “This is a statement product.”

The Adamo laptop is being hyped by Dell as the thinnest model on the market. The configure-to-order model features a 13.4-inch widescreen display and offers a variety of solid-state and DDR3 memory configurations. It is powered by Intel Core 2 Duo processor with Centrino technology. The laptops will be available in onyx and pearl.

Also available is a line of Adamo by Dell accessories, including notebook carrying cases.

Dell is supporting this effort with a dedicated Web site, www.adamobydell.com, a worldwide print campaign featuring fashion models and new packaging. This was described as being a clear box in which the notebook will appear to float.

Pre-orders were taken prior to the official shipping, which began March 26.