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Gateway Reignites PC Price Wars

5/31/2001 11:53:00 AM Eastern

New York - Gateway yesterday fired a new salvo in the on-going PC price war by offering the Gateway Guarantee, a promise to match its competitors lowest price.

The Guarantee is a limited time offer that promises consumers that Gateway will beat the price of a comparable computer when the customer brings in a competitor's advertisement. The Guarantee is good for ads from Compaq, Hewlett-Packard, Dell, IBM, Sony or Toshiba for a new PC or server with minimum specifications at least equal to Gateway's minimum specifications, the company said. Customers can buy one PC under the Guarantee, while businesses can take up to ten computers.

Gateway is supporting the program with a TV and print ad campaign using the tagline 'PC Price War...? Cool.'

'This is the right thing at the right time, both for our customers and our business,' said Gateway CEO Ted Waitt. 'It is exactly this kind of aggressive move that will ensure our long-term success and return to profitable growth in the future.'