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Dells Intros Upscale PC Lines

New York — Dell Computers will launch a high-end PC and notebook computer line under its XPS brand and supply its XPS customers with a dedicated sales and customer service force.

Dell has used the XPS brand for its gaming desktops and notebooks for the past two years, but it will now take the top position above Inspiron and Dimension in its computer product mix. The desktops are expected to start at $1,100, with the notebooks at $2,700.

Dell executives said the upscale PC market has barely been scratched. The new models will sell through the company’s normal telephone and Internet channels, but the customers will receive added support for paying the higher ticket prices. The support will equate to XPS specialized support personnel and shorter hold periods for telephone calls.