In a surprising strategic reversal, technology giant Dell is poised to resurrect its beloved XPS laptop brand at the CES 2026 tech exhibition. This move comes barely a year after the company controversially retired the iconic XPS name in favour of a simplified naming scheme.
From Retirement to Revival: The XPS U-Turn
According to sources cited by VideoCardz, Dell presented an updated XPS lineup during private briefings ahead of the annual Consumer Electronics Show. This signals a clear change of heart following the unpopular decision made at CES 2025 to ditch the XPS branding. At that time, Dell introduced a streamlined structure featuring Dell, Dell Pro, and Dell Pro Max tiers.
The company had intended for the "Premium" badge to carry forward the legacy of the XPS series. However, it appears Dell underestimated the deep loyalty and brand recognition the XPS name commanded. The launch of the Dell 14 Premium and Dell 16 Premium in mid-2025, positioned as direct successors, quickly revealed that customers placed significant value on the familiar XPS badge they had trusted for years.
What's Next for the Reborn XPS Line?
The revived XPS lineup is expected to feature cutting-edge hardware. The most likely candidate to power these machines is Intel's latest Core Ultra 300 series, codenamed "Panther Lake." These processors are anticipated to be unveiled on January 5, 2026.
Interestingly, leaks from 2024 roadmaps suggested that Dell was also evaluating AMD and Qualcomm variants for the XPS series. If true, this would offer Indian consumers a wider choice of processor platforms compared to the previous generation, catering to diverse performance and efficiency needs.
Why This Rebrand Reversal Matters
This decision highlights a crucial lesson in brand management: established, emotionally resonant names hold immense value. The XPS brand had cultivated a dedicated fanbase over many years, representing a benchmark for premium design and performance in the Indian laptop market. While Dell has not made an official announcement, the pre-briefing materials strongly indicate that the XPS revival is imminent.
The return of XPS is set to reignite competition in the high-end laptop segment. Enthusiasts and professionals in India who hesitated to adopt the "Premium" models may now eagerly await the return of the brand they know and prefer.
