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Lenovo divides into two brands: 'Lenovo' and 'Think'

In an effort to better position the company's Think brand against rival Apple, among other reasons, Lenovo CEO Yang Yuanqing has announced via email that the desktop, laptop, and tablet manufacturer will split its primary Lenovo brand into two groups come 1 April this year, reports Engadget.

The first, called simply, 'Lenovo', will concentrate on mainstream and low-end products; the second, 'Think', will be Lenovo's flagship brand in the high-end markets – the only company brand that can compete against Apple, Yuanqing suggested.

Similarly, Lenovo itself will split into two separate groups to support its new branding. Lenovo Business Group will concentrate on the company's mainstream desktops, laptops, and tablets, in addition to its smart TVs and smartphones. The company's other half, Think Business Group, will concentrate on the company's high-end Think products (go figure) as well as enterprise businesses and workstations. Senior vice president Liu Jun will head up Lenovo Business Group; senior vice president Dr. Peter Hortensius will take on the new Think Business Group.

According to a December update by NPD DisplaySearch's David Hsieh, Lenovo is one of the four major manufacturers that appears to be planning to increase its 2013 notebook PC shipments. The company will be targeting approximately 31 million units – an increase of four million past its 2012 target. It's a sharp contrast to companies like Dell, which is lowering its expected 2013 shipping target to 16 million devices from 25.3 million in 2012.

If Hsieh's projections hold true, then Lenovo will capture just under 18 per cent of the notebook market among its fellow leading PC brands. Back in November of last year, it was announced that Lenovo had reached its highest-ever global PC market share of 15.7 per cent.

Lenovo is currently showcasing multiple new ultrabook and laptop iterations at this year's Consumer Electronics Show. That's in addition to a brand-new water-cooled desktop gaming PC, new all-in-one desktops, and a new 13.3in mobile monitor for those looking to tap into Windows 8's touch capabilities from an otherwise non-touch-friendly laptop or desktop.