Sony Outsourcing Vaio Laptop Design to Others

As far as Windows-based laptops go, Sony makes some of the most stylish and expensive ones. Now Sony is planning on launching a secondary laptop division that will bear the Vaio name, but won't be designed in-house.

Deputy president of Sony Vaio’s Business Group Ryosuke Akahane told PC Pro that it will have a "division one" and a "division two" for its laptop products. Division one will remain in-house and will get the latest in technology, while division two will get the innovations later as they trickle down.

Akahane insists that division two products will still have the same "taste of Vaio, the style of Vaio," despite not being made by the Vaio team. Still, Sony will approve all third party designs and keep the same quality standards.

"The quality criteria itself is no different between division number one and division number two," he said. "We will include new technology [such as the latest processors] in division number one first, and then we can learn and we can get the know-how, then we can transfer [the technology] to the products coming from division two."

So will Sony be making a new sub-brand for consumers to differentiate which laptops are designed by which division? Akahane answered, "No. We had a discussion for that, but the conclusion is no. Making a new brand is an investment, it’s not efficient, and also for the customer we wanted to enhance the identity of VAIO more and more and for that having a different brand is not good."

Akahane adds that Sony hopes to better compete with HP and Apple with this new strategy.

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  • cabose369
    Ok so I still don't understand what this means....

    Does this mean that other factories that aren't owned by Sony in China will manufacturer them (ex. HP, Acer, Asus, Toshiba, etc.)?

    Or does this mean that say HP or Asus will make them for sony?

    Or does this mean that they are having a sub-brand that will compete against Compaq, Gateway/EMachines, etc.?

    If it is option 3 then the title is very misleading!
  • gekko668
    If Sony wants to directly competes with HP, Dell then Sony should make it cheaper and not more expensive. I have always enjoy sony laptop but I'm probably not going to purchase my next laptop with sony anymore.
  • Anonymous
    it means that sony will make a cheaper second division laptops, with the same brand vaio, so it can compete with the low cost laptops

    well thats is what i think