Dell, a Mass Marketer, Seeks the Luster-Prone Customer: With Apple’s perceived high prices coming down recently it’s interesting to see Dell go in the other direction. Apparently a segment of our population does view more expensive as being better. Or so Dell hopes.
Dell is making a distinction between the premium market and the luxury market, it says, much in the way that Toyota did when it created the Lexus line. Dell first tested the market early last year with machines for gamers called the Inspiron XPS. That was successful enough, the company said, that it now wants to market the brand to image-conscious customers with money to spare, the kind who would buy a Tag Heuer watch or a Dyson vacuum cleaner.
Apparently the higher price also buys better customer service. Something Dell has been getting hammered on lately.