Acer is reviving Packard Bell, but the computer is merely a pretext

BERLIN – Just before the start of IFA in Berlin, Acer announced that the centenary of the Packard Bell brand will be an opportunity to revitalise this historic brand’s market presence, broadening its reach by introducing audio products, feature phones and accessories, and targeting a younger audience drawn to a playful aesthetic, eye-catching design and affordable prices.

Although Packard Bell was one of the best-known names in the IT sector in the 1990s and 2000s, this move does not appear to be aimed so much at appealing to nostalgia as at capturing a market segment in which price, simplicity and design matter more than the pursuit of maximum performance.

The new philosophy is summed up by the slogan “Tech it easy”, offering relatively simple devices designed for everyday use. The only product that retains a link to Packard Bell’s computing history is the DotBook, a 14.5-inch laptop designed for web browsing, streaming and everyday productivity. With a list price starting at 499 euros, it’s easy to imagine that power won’t be its strong point, but the design is well-crafted, fun and does exactly what you’d expect.

The other products, on the other hand, move away from the IT sector, and although PB had previously marketed accessories under its own brand, it had never ventured into areas such as those represented by the DotLoop, a portable suitcase-style turntable priced at 149 euros. Its positioning is, quite frankly, a bit unclear, but it illustrates well how the brand is seeking a new identity. Rounding off the range are DotTune, a €34.99 speaker; DotBass, €29 headphones; and DotCombo, a €39 keyboard and mouse bundle. Also noteworthy is the decision to launch a 4G feature phone, the €69 Dotline, which aims to capture that segment of the market that is returning to phones that are almost exclusively for making calls, reducing the emphasis on digital presence in everyday life. The DotLook range, on the other hand, takes a more tech-focused approach: these €99 glasses allow users to listen to music and manage phone calls without earphones, whilst DotShine is aimed at influencers and content creators – or those aspiring to be – who need a ring light.

Packard Bell will probably be seen as a new brand by its potential target audience, but behind the relaunch lies an advantage that a new consumer brand would struggle to replicate: Acer’s infrastructure. Packard Bell will, in fact, be able to utilise the Taiwanese group’s sales and logistics network, as well as its multilingual customer service and support network.