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ASUS and Garmin announce new branding strategy

Posted on Tuesday, October 26 2010 @ 13:04:10 CEST by


Looks like yesterday's rumor that ASUS and Garmin would cease their relationship is not entirely true. Future handheld products will be sold under the ASUS brand, but they will carry a "Garmin Navigation" logo on the back.
Taipei, Taiwan (October 26, 2010) — ASUSTeK Computer Inc. (TAIEX: 2357) and Garmin Ltd. (NASDAQ: GRMN) today announces a strategic decision to change the current co-brand business model. Starting from next year, all new handheld products will be sold under the “ASUS” brand with a “Garmin Navigation” logo on the back. The new ASUS smartphones will continue to come preloaded with Garmin’s world leading onboard navigation and Location Based Service (LBS) applications.

Since the announcement of the Garmin-Asus alliance in early 2009, the joint development has led to six devices worldwide. “We are determined to provide the best mobile experience through a combination of personal devices. This new strategy to brand all smartphones under the ASUS name will complete our entire product portfolio and allow us to provide a total solution for seamless connectivity in the new digital era. I believe Garmin’s leading expertise in onboard navigation and LBS applications will give us an unique edge to provide the ultimate mobile experience.” said Jonney Shih, Chairman of ASUSTeK.

ASUS will continue to design, manufacture and distribute location-centric smartphones with Garmin’s onboard navigation. This new strategic move will incorporate the best of both companies to provide the most personal smartphones that will seamlessly integrate into ASUS’ future cloud computing platform along with other cloud mobile devices.

The new branding cooperation will go into effect starting from 2011. This announcement will not affect the sale and service of existing models.



 



 

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