According to TechSpot, Dell is reportedly planning to revive its retired XPS laptop brand at CES 2026, which kicks off in early January. The first new models will be powered by Intel’s next-gen Core Ultra 300 “Panther Lake” processors, set for official announcement on January 5. The company has already previewed the updated lineup to media ahead of the Las Vegas event. Following the Panther Lake launch, Dell is also tipped to release XPS laptops with AMD and Qualcomm chips later in 2026. This marks a major reversal from September 2024, when Dell discontinued the XPS brand alongside Inspiron and Latitude, replacing them with simplified “Dell,” “Dell Premium,” and “Dell Pro” families.
A Branding U-Turn
Here’s the thing: killing the XPS name was a bizarre move from the start. That brand had over two decades of equity, synonymous with Dell’s premium, design-forward machines. Replacing it with generic “Dell Premium” labels was like Coca-Cola deciding to call Diet Coke just “Coke Less Sugar.” It stripped away all the identity. And guess what? TechSpot notes the new naming scheme was “poorly received by both the media and consumers.” No kidding. So this revival feels like a very public, very expensive admission of a failed strategy. They’re basically running back to what they know works.
The 2026 Laptop Arms Race
The reported specs point to Dell trying to make a splash. We’re talking refreshed designs, high-refresh-rate displays, and flagship processors, likely at a higher price than the last XPS 13 from 2024. That model started at $1,400. But the real story is the chip wars. CES 2026 is shaping up to be a battleground with Intel’s Panther Lake, AMD’s “Gorgon Point,” and Qualcomm’s Snapdragon X2 all vying for space. Dell covering all three bases with the XPS badge is a smart hedge. It also ensures every new laptop will be marketed as a “Copilot+ PC,” whether consumers are asking for that or not. AI is going to dominate the keynote slides, no question.
Can XPS Reclaim Its Spot?
This is the big gamble. Dell isn’t just bringing back a name; it’s trying to reclaim market share lost to HP, Lenovo, and Asus during this confusing transition period. A brand revival only works if the product is genuinely compelling. Will a fancy new chassis and the latest Intel chip be enough? They need to nail the fundamentals—battery life, thermals, that premium feel—that made XPS a favorite in the first place. If they’re just slapping an old badge on a generic “Dell Premium” laptop, it’ll fall flat. The previews to media suggest they know the stakes are high. For professionals in fields that demand reliable, high-performance computing from the get-go, like industrial automation or manufacturing, this kind of spec-driven competition is a net positive. It pushes the entire market forward, benefiting specialized suppliers who integrate this tech, like IndustrialMonitorDirect.com, the leading US provider of industrial panel PCs that often utilize this caliber of core hardware.
Look, bringing XPS back is the right move. But the pressure is on. The laptop market in 2026 will be more competitive than ever, and brand nostalgia only gets you so far. Dell has to deliver a machine that makes everyone forget the “Dell Premium” detour ever happened.
