When we think of Dell, we think budget PCs for the most part, right? Well it seems that Dell is out to change all of that and make sure that the wealthier crowd is being attended to as well!

Calling it the “Lexus of our lineup,” Dell announced a new premium PC brand. Currently unnamed, the desktops and laptops will cost Apple money when they are released later this year. For those who haven’t set foot in an Apple Store recently, that translates to between US$1,200 and US$3,500 per machine. Dell plans to position the new high-end brand above the Dimension and Inspiron brands and offer the machines in a number of different form factors.

Along with cool-looking machines, Dell will also be offering high-touch “premium” service. That means that owners of the Dell “Lexus” will likely get routed to US call centers and be able to use a special online support client. Architecture-wise, the lineup will sport faster processors and a lot of system bandwidth, according to Mike George, Dell’s VP of US consumer business. (Of course, you will still be able to get a Pentium D 840 system in a beige box.) [Read the rest]