• Business Week, Tuesday, June 26, 2007 11:15 AM

Dell is shedding its dull grays and blacks for colors like ruby red and bubble-gum pink in a high-profile launch at Macy's department store in Manhattan's Herald Square today. Alex Gruzen, a senior vice president in Dell's consumer business, says the company realizes how fast the consumer market moves and aims to launch new models at least twice as frequently as in the past.

The new Inspiron products are designed to look and feel sleeker, thinner, and lighter than the existing lineup. The laptops are available in eight colors with a satin-like finish on the lid. They are available with high-end features, including fingerprint recognition.

As part of the push to expand consumer sales, Dell also has decided to downplay its venerable Dimension brand for desktop machines so it can market a single identity to consumers. The new desktops and laptops will both be sold under the Inspiron name, which had been reserved for laptops.

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