Dell is scrubbing its failed Premium brand from existence, but who cares when you can save almost $900 on an XPS 14?
Dell is consolidating its laptop branding after an unsuccessful attempt to deprecate the XPS name. The company has resurrected the XPS brand in 2026, abandoning an earlier strategy to replace it with the “Premium” designation. This rebranding effort has created temporary confusion on Dell’s website, which currently lists multiple naming conventions—“New XPS (2026),” “XPS (2025),” and “XPS (2024)"—for essentially identical hardware released in different generations.
The failed Premium rebrand reflects Dell’s difficulty establishing a new product line identity after the XPS had established significant market recognition. Rather than persisting with the transition, Dell is retroactively renaming products back to the familiar XPS branding. The standardization aims to reduce consumer confusion and strengthen the more recognizable XPS designation.
Concurrently, Dell is running promotional pricing on the XPS 14, with discounts reaching approximately $900 off standard pricing. This pricing strategy appears designed to clear inventory across the various naming generations and drive sales during the transition period. For consumers, the consolidation simplifies the purchasing decision—despite the web listing confusion, the underlying specifications and pricing remain consistent across the recent product cycles.