GIGABYTE to Sell AORUS Branded Motherboards and Graphics Cards from 2017

[btarunr]

GIGABYTE is planning to expand its subsidiary AORUS into motherboards and graphics cards. The company currently sells gaming notebooks and gaming peripherals, including keyboards and mice, under the AORUS brand. This could be GIGABYTE's third attempt at establishing a premium motherboard/VGA brand that rivals ASUS Republic of Gamers and MSI Gaming Series; besides its G1.Gaming and Xtreme Gaming extensions under its main brand. AORUS is a brand unto itself, with products lacking any prominent GIGABYTE markings.

The first AORUS branded motherboards will be socket LGA1151, based on Intel's upcoming 200-series chipset, with out of the box support for 7th generation Core "Kaby Lake" processors. The motherboards will hit the shelves in January 2017. The first AORUS-branded graphics cards will launch when AMD and NVIDIA launch their next high-end GPUs (think NVIDIA GeForce GTX 1080 Ti and AMD "Vega"). Last we heard, the GTX 1080 Ti is headed for a January 2017 launch.



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[RejZoR]

Lol, this just won't work. Why would you ditch Gigabyte branding. If they want to rival ASUS, then bloody learn from them. Their products are still ASUS branded, with sub-brand ROG. So you still know who's behind it. If they'll brand it as AORUS standalone brand, no one will know what it is and sales will suck. But if you brand it as Gigabyte and sell it under AORUS as "premium" brand, people will know that. Jesus, why do we, consumers have to tell this when these companies probably employ highly paid marketing folks who should already know this?

 

[EarthDog]

I agree, they are trying to separate it TOO much, and for what reason I do not understand.

 

[johnsushant]

Lol, this just won't work. Why would you ditch Gigabyte branding. If they want to rival ASUS, then bloody learn from them. Their products are still ASUS branded, with sub-brand ROG. So you still know who's behind it. If they'll brand it as AORUS standalone brand, no one will know what it is and sales will suck. But if you brand it as Gigabyte and sell it under AORUS as "premium" brand, people will know that. Jesus, why do we, consumers have to tell this when these companies probably employ highly paid marketing folks who should already know this?

This is meant for people who wouldn't buy Gigabyte branded stuff to begin with. Gigabyte is interested in owning a premium brand which people don't associate with Gigabyte at all. They want people to think "Aorus? Looks like some new premium brand. Let's try this."

There is a reason to do this. Gigabyte can now keep really cheap products under its own name while put premium products under the Aorus name. Asus on the other hand cannot make cheap products anymore since they want their brand name to be associated with "premium". If people see cheap Asus products, the brand value of the whole brand including "ROG" sub-brand falls.

 

[thesmokingman]

They didn't learn from Sapphire? smh

 

[RejZoR]

This is meant for people who wouldn't buy Gigabyte branded stuff to begin with. Gigabyte is interested in owning a premium brand which people don't associate with Gigabyte at all. They want people to think "Aorus? Looks like some new premium brand. Let's try this."

There is a reason to do this. Gigabyte can now keep really cheap products under its own name while put premium products under the Aorus name. Asus on the other hand cannot make cheap products anymore since they want their brand name to be associated with "premium". If people see cheap Asus products, the brand value of the whole brand including "ROG" sub-brand falls.

You know things don't work like that. AsRock for example became successful because people said "Oh, they are a spin off of ASUS". And despite them breaking off and being on their own for a while, they had that up there. If some no name company just drops from nowhere, people are skeptical and far from "Oh it's a premium brand, I'll buy it because of that". Things just don't work like that, especially not with things that cost a lot aka, "premium" products.

 

[dorsetknob]

"YOU DON'T GET A PREMIUM BRAND NAME" unless you buy an existing Premium Brand Name !!!!!

You can spin off part of your Company as a new Brand
You can Call it a Premium brand
BUT
It will take consumer Acceptance, Sales and Time to Establish the New Brand as a Premium Brand

We wait and See what Time will bring .......... ( it could go Tits up.. and Fall flat on its Face if the eventual Brand product is a crap product ).

 

[Slizzo]

Lol, this just won't work. Why would you ditch Gigabyte branding. If they want to rival ASUS, then bloody learn from them. Their products are still ASUS branded, with sub-brand ROG. So you still know who's behind it. If they'll brand it as AORUS standalone brand, no one will know what it is and sales will suck. But if you brand it as Gigabyte and sell it under AORUS as "premium" brand, people will know that. Jesus, why do we, consumers have to tell this when these companies probably employ highly paid marketing folks who should already know this?

I agree, they are trying to separate it TOO much, and for what reason I do not understand.

It may have to do with their terrible reputation for after sales support. Many many complaints on reddit and other places (including here I believe) about horror stories with RMAs and such. This is much like how LG came about, though in their case they did clean up a lot of the complaints about after sales support and product quality. Hopefully Gigabyte will be doing the same.

 

[natr0n]

The brand name "AORUS" is coined from an Egyptian god, Horus,[2] known to be the god of war and hunting, which is depicted as a falcon.

When sales are low turn to satanism and/or occultism basically.

 

[Air]

Lol, this just won't work. Why would you ditch Gigabyte branding. If they want to rival ASUS, then bloody learn from them. Their products are still ASUS branded, with sub-brand ROG. So you still know who's behind it. If they'll brand it as AORUS standalone brand, no one will know what it is and sales will suck. But if you brand it as Gigabyte and sell it under AORUS as "premium" brand, people will know that. Jesus, why do we, consumers have to tell this when these companies probably employ highly paid marketing folks who should already know this?

You talk like an expert so I will not argue on how it will turn out for sales numbers, but I think there's one big difference: Aorus does not sound embarrassing and cringy like "Republic of Gamers" does, same with the logo for both.

I know nothing of marketing and sales, but just from an aesthetic and phonetic point of view, i think its a lot better than "Gigabyte", "ROG"(including its angry eye logo), and MSI's "Gaming" vintage red dragon logo. You can tell its related to gaming, but in a subtle way, instead of the "SUPER XTREME RED GAMING ON YOUR FACE" of all other brands. IMO.

 

[Grings]

It looks like a bird with arms to me

 

[dyonoctis]

Lol, this just won't work. Why would you ditch Gigabyte branding. If they want to rival ASUS, then bloody learn from them. Their products are still ASUS branded, with sub-brand ROG. So you still know who's behind it. If they'll brand it as AORUS standalone brand, no one will know what it is and sales will suck. But if you brand it as Gigabyte and sell it under AORUS as "premium" brand, people will know that. Jesus, why do we, consumers have to tell this when these companies probably employ highly paid marketing folks who should already know this?

It's happening all the time with cars. When a brand who was know for being "affordable" is trying to launch an high-end/luxury product they tend to create a new brand for getting rid of the "affordable" image. Look at Toyota and lexus. However Gigabyte is already selling some pricey components...Aorus is either going to be super high end/borderline luxury, or just give top of the line gigabyte product a "special" feel by being another brand. The power of words is huge.

 

[TheLostSwede]

There have been teasers on Gigabyte's Facebook page about this for about a month now...

 

[erixx]

"When sales are low turn to satanism and/or occultism basically." Refering to Horus that is basically the original 'Son of God'(tm) in that area of the world from which many, jews included, happily copied fairy tales? So the big LOL is for you. Too much gothic rock or sunday morning churching...? LOL
Yet I agree this reaching to the "exotic" plus a twist in the spelling is totally stupid.
Anyway I would also not buy a gaming video card called "Jeesus" or "Saint George" hahaha

 

[Chaitanya]

This is meant for people who wouldn't buy Gigabyte branded stuff to begin with. Gigabyte is interested in owning a premium brand which people don't associate with Gigabyte at all. They want people to think "Aorus? Looks like some new premium brand. Let's try this."

There is a reason to do this. Gigabyte can now keep really cheap products under its own name while put premium products under the Aorus name. Asus on the other hand cannot make cheap products anymore since they want their brand name to be associated with "premium". If people see cheap Asus products, the brand value of the whole brand including "ROG" sub-brand falls.

Asus is no better than Gigabyte or MSI or Logicrap. You should try and RMA Asus product with RP Tech india pvt ltd, and come back to say they make premium products or they have better service than rest. All of these manufaturers are equally bad some little worse than rest.
https://www.consumeraffairs.com/computers/asus.html