Lenovo recently launched their new ‘For Those Who Do’ brand campaign which aims to position Lenovo “around people for whom technology is not a badge to some cool club but a tool to help them achieve their goals”.
Henry Ferreira, General Manager of Lenovo South Africa, explained that they are creating a more vibrant and young brand as opposed to their previous understated and low key brand.
Rebranding is however nothing new or special in the South African technology market, and over the last few months consumers have been exposed to large branding campaigns from Cell C, Vodacom, Dimension Data and 8ta.
Lenovo is not only betting on its new image to grow its presence in South Africa, but is also expanding its product range and increasing the retail channels through which consumers can get their hands on a Lenovo product.
Ferreira says that while Lenovo’s ThinkPad range is well known in the corporate market, their IdeaPad range is not a prominent brand among consumers in South Africa.
Lenovo is planning to change that, and is aggressively increasing its presense in South Africa’s prominent technology retail outlets with both its ThinkPad and IdeaPad ranges.
Ferreira highlighted that their new Lenovo stock has recently arrived at retail chains such as Incredible Connection, and consumers may be pleasantly surprised with the Lenovo products in these stores in future.
Ferreira made it clear that Lenovo will compete on quality, price and product ranges in SA, with entry level laptops from around R3,000, to high end gaming machines which retail for around R15,000.
Lenovo ThinkPad X1 here soon
Lenovo’s ThinkPad X1 ultra-portable laptop will be unveiled in South Africa next week, and according to Ferreira the size, weight and performance of the laptop is very impressive.
The ThinkPad X1 is Lenovo’s thinnest ThinkPad ever at 16mm, weighs 1.7kg and sports the 2nd generation of Intel Core i range of processors, a 13.3″ HD SuperBright LCD and up to 160GB SSD.
Lenovo promises a battery life of up 10 hours with “slice battery”, with Lenovo’s RapidCharge making it possible to charge the battery to 80 percent in 30 minutes.
The Lenovo ThinkPad X1 will officially be launched on 28 June in South Africa, and will be available in retail stores soon afterwards.