The birth of the AMD Radeon?

By on August 7, 2006, 7:45 PM
Update: New information has risen on the matter, according to which AMD has no plans of dropping the ATI brand name at all. This is part of the response Ars Technica reportedly received from AMD Public Relations team:

"AMD has no plans to drop the ATi brand name or ATi's product brands. The ATi name will live on at AMD as our leading consumer brand, and so will the Radeon brand and other ATi product brands. AMD's executive management knows very well the power and value of branding, and ATi's branding is some of the most valued in the global technology industry."
Despite of the contradicting information, we would give credit to Ars as being the most reliable source at this moment.

Previous coverage: According to reports around the net, AMD could be dropping the ATI brand name altogether after the acquisition process has been completed. No official statements have been made on the matter yet, and perhaps for the general audience it won't be a big deal to start seeing AMD Radeons sometime soon, but for us enthusiasts, it does have a bit more impact than that.

We asked Richard Baker from AMD if this meant that the memorable Radeon name would also be biting the dust, but he replied that 'we haven't made any final decisions yet, but I'd personally be very surprised if we dropped any of those product names. The ATi company name is definitely going, though.'
AMD always made clear that the new company would operate under its brand name, but if this article is to be believed the acquisition should then be treated more as a takeover than a merger.

User Comments: 5

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crossfire851 said:
Oh God thank you!!
ThomasNews said:
I'd be more interested to see if Support will be affected -> Driver updates & the like. ATi had been doing quite well on that front, be a shame to see changes occurring there.
Julio said:
I don't think support will be affected. I believe ATI/AMD graphics chips will be marketed with a similar strategy for the next year at least. This will certainly embold AMD brand presence in the consumer mind.Besides this, I can see 2007 as the year where AMD will pursue the market Intel currently holds with the GMA graphics platform, which is of course very lucrative.And this is of course a very brief outlook of things to come in the PC market. The new AMD has plans of using ATI technology and connections for providing and exploiting opportunities in the consumer electronics market as well.
Phantasm66 said:
I daresay that the ultimate goal will be to make CPUs, chipsets and graphics cards that work more closely together, providing the blistering fast performance needed for new operating systems such as Vista that rely heavily on graphics performance to generate the desktop and run applications.
nic said:
Cheap, powerful, integrated chipsets...
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