Asustek to spin off motherboard and GPU business under Pegatron brand
By Vlad Savov 
posted December 14th 2009 6:59PM
posted December 14th 2009 6:59PM
Asustek has informed the Taiwanese Stock Exchange that it will completely spin off its motherboard and graphics card subsidiary, Pegatron, in July 2010. The split is driven by the parent company's desire to continue its competition against the likes of HP and Dell under the ASUS brandname, while still collecting ODM and motherboard orders from those same companies for its manufacturing business. For its part, the newly self-governing Pegatron will be expected to advance the ASRock brand up from its current entry-level position and into the mainstream. We don't know how well that's going to go down, but at least the mobo market will be primed to embrace a new name after the heartbreak of losing old stalwarts like Abit and now ASUS.[Thanks, Mack S]
No more PEG ASUS.
Minus points for breaking mythology.
@(Unverified) I swore man, I told them like a year ago if they carried through with this crap, I would never buy some shit branded "PEGATRON" all over it. I mean seriously if they spoke english maybe they'd realize how stupid that is. I can't walk in to a lan party with
PEEEEEGAAAAATROOOOOOON
written all over the inside of my case.
Asus, this was a very bad, unnecessary move and you will surely feel the ramifications. I suggest you save yourselves now and avoid making this change for the worse.
@(Unverified)
Maybe they got tired of all the ASSUS and ASSRock jokes
I guess this makes sense. Companies like Dell may not want to have their laptops built from ASUS when they are directly competing with them in the laptop market.
A simple name change may make those partnerships a little easier.
so does this mean there will no longer be ASUS branded GPUs and mobos?
@fel
All ASUS-branded components will be branded "Pegatron" instead. Same company though, for all practical purposes.
I tipped this like 2 days ago!
"Pegatron" sounds like a Japanese Transformer.
Maybe a Beast Wars horse/eagle Fuzor? Or a combiner/Duocon?
That's good for ASUStek
Pega...tron?
@(Unverified)
Peg-A-tron
@(Unverified)
Well, it has been said that the name Asus is a derivative of PegASUS the Greek mythological flying horse. So PEGAtron make a lot of sense.
What's with the Transformers references like Maximus and ~tron? I guess the cartoon was a huge hit with the Asus board of directors.
@horchata
Never trust the Parscream motherboards!!!!!
Pegatron sounds like a cheap Chinese brand. I would rather buy an ASUS.
Pegatron = pegasus fused with megatron.
Che- beat me to it.
@mike222
Exactly!
Pegasus is like a favorite word in Taiwan. Tron just gave it the vibe. I am excited to see Asus finally focusing on the brand and can't wait for them to put out some quality products and great design. Must get rid of HP and Dell's shitty flood of computers.
I've never considered Abit as a "stalwart" mobo manufacturer. Their boards couldn't carry Asus' lunch, and that's if they didn't fail in the first half year of use. I've got about 6 Asus boards, and they're pretty good. However, at this point, I'm putting all my board money into Gigabyte mobos. So far, I've built over 250 machines with the Gigabytes, without a single failure or configuration issue.
I have fond memories of building many a machine with ASUS boards. . . the name "Pegatron" sounds like cheap junk.
Where did Unihan go?
It's just a name change. Before this... for all intents and purposes, one company made the motherboards. When it got sold to you, it got slapped with an ASUS brand; when it got sold to Dell/HP/etc, it got slapped with a Pegatron brand. Now, they're all going to get slapped with a Pegatron brand. Nothing really changes.
I look forward to Asus proprietary machines. I know it's just a name but I don't think I can put a Pegatron in my rig. Upgrading the ultra low-end (imho) ASRock to "mainstream" isn't going to make me buy that either.
Good luck with that tacky name here in the U.S..
@256Killa names like opteron, celeron, phenom, and such? I suppose those are product names and not a company name, but I doubt a name would sway the buyers that much. After all, most people don't have brand loyalty and would buy the best for their buck. If Pegatron/ASUS can provide what buyers want, I don't see why it would matter in the end.
I think anything Peg-a-"insert any four letter word here" sounds better then peg-a-tron.
@poached, some people do have brand loyalties and ASUS has been around as long as I know, which is about 12 years now.
I want to meet the guy who is responsible for Asus branding. Eee, Pegatron, AsRock, Box, Stick... Those names make laugh b some reason.
it's just markting... they were claeed Pegasus and then change to Asus nao Pegatron they will probably change to Tron lol
Wonder if MSI is next to change names. Same market structure, making mobos, graphics cards, and laptops. However Asus seems to be through brand recognition out the window. Good luck pushing a Pegatron branded board in the same price points as a Asus board for quite some time.
Pegatron: Products that not only transforms into robots, flying machines and laptops, but will take over the world!!!