Dell shows off ‘luxury’ laptop

Las Vegas —- Dell Inc. teased techies with a sneak peak of a new super-thin high-end laptop it calls Adamo, but executives refused to give any details about the computer other than to say it should be on the market by the end of June.

At a press conference during the International Consumer Electronics Show here, Dell executives showed off the sleek computer, which they call a “luxury” laptop, for the first time and posed for pictures to try to generate buzz about the machine.

They didn’t turn on the computer and wouldn’t give performance specifications or prices, though it’s expected to retail for well over $1,000 and rival Apple Inc.’s highly touted MacBook Air laptop, which starts at $1,800.

Round Rock, Texas-based Dell has hinted about Adamo for months now, but executives with the world’s No. 2 PC maker denied that the new luxury laptop line was being delayed amid the recession and tightening consumer spending.

“The product is actually right on schedule, and we can’t wait for you see it in the market,” said Michael Tatelman, Dell’s vice president for global consumer sales. He said the name Adamo came from the Latin word for “to fall in love with.”

The Adamo line is Dell’s latest attempt to transform from a maker of business computers to a leader in consumer computer design. Once the world’s biggest PC maker, Dell also is looking for ways to regain ground on No. 1 Hewlett-Packard Co. and stay ahead of resurging Apple.

Dell was among the first PC makers to add color to its laptops and will make its desktop computers available in different colors and designs, executives said Friday.

About two months ago, the company launched an online site where buyers of its Studio line of laptops can personalize their computers with more than 100 custom designs.

“At this point we’d like to put a stake in the ground and really declare design leadership in our industry, which is something Dell has not been able to do for a long time,” Tatelman said.

At CES, Dell executives also unveiled some other new products they said emphasized the company’s new focus on design and style. Among them:

> A “Wasabi” handheld photo printer that lets users print pictures from laptops, smart phones or other portable devices. Dell expects to start selling the tiny printer by the end of June, but isn’t disclosing prices.

> A 10-inch mini “netbook” computer designed for the Internet. It also is scheduled for release later this year at an undisclosed price.

> A thumb-sized digital TV tuner that plugs into a computer’s USB drive and lets users watch live digital and high-definition TV. The devices will launch in Europe and start at $50.

Dell on Friday also announced a deal with AT&T Mobility to sell its Inspiron Mini 9 netbook computers for $99 after rebates and with two-year contract.