Acquisition and current status
Dell had considered buying the Alienware company since 2002, but did not agree to purchase the company until March 22, 2006. The new subsidiary retains control of its design and marketing while benefiting from Dell's purchasing power, economies of scale, and supply chain, which lowered its operating costs.
Initially, Dell maintained its competing XPS line of gaming PCs, often selling computers with similar specifications, which may have hurt Alienware's market share within its market segment. Due to corporate restructuring in the spring of 2008, the XPS brand was scaled down, and the Desktop line was eliminated leaving only the XPS Notebooks. Product development of gaming PCs was consolidated with Dell's gaming division, with Alienware becoming Dell's premier gaming brand. On June 2, 2009, The M17x was introduced as the first Alienware/Dell branded system. This launch also expanded Alienware’s global reach from 6 to 35 countries while supporting 17 different languages.