New life for Compaq in Brazil

The well-known Compaq logo will soon be resplendent on new computers: In Brazil, the computer company Positivo Tecnologia has announced the licensing of the Compaq brand. Among other things, the company has secured the rights to the former Sony brand Vaio.

According to the agreement with HP, owner of the Compaq brand since 2002, the Brazilians will start manufacturing and selling computers under the former global brand in April. Compaq is set to resurrect in South America eight years after being hired.

The Compaq business in Brazil is intended to be an independent business unit within Positivos. This is the reaction to the increasing demand for notebooks – a global trend that is also visible in Brazil can be seen Quote Positivo managing director Hélio Rotenberg in a message. The Brazilian PC market saw sales jump 9.9 percent in the third quarter of 2020, analysts from IDC report. This increase was mainly driven by home office and home schooling due to the COVID-19 pandemic, which is particularly affecting Brazil.

Compaq advertisement from the 80s

mit John Cleese

In the period from July to September 2020, 1,611,907 devices were sold, of which over 80 percent were notebooks. According to IDC, notebook sales rose 25.7 percent in the third quarter of 2020 compared to the same period last year. Of the total of 1,611,907 PCs sold in Brazil (210 million inhabitants) in the third quarter of 2020, 1,160,724 went to consumers and 451,183 to companies.

Comap, once a pioneer for IBM-compatible PCs, was taken over by the Hewlett Packard Company (HP) in 2002 after a controversial deal. Many Compaq products were then added to the HP product range, while the Compaq brand continued to be used in other product lines, for example in the area of ​​business notebooks – until they were discontinued in 2013. In the same year, Altavista disappeared from the network.

Positivo Tecnologia was founded in 1989 in the Brazilian state of Paraná and with this deal has consolidated itself as a multi-brand platform for the manufacture, sale and service of hardware solutions in Brazil. With the Compaq deal, Positivo now has eight brands, including its own and third-party products: Positivo, Vaio, 2 AM, Quantum, Anker, Positivo Casa Inteligente, Positivo Servers & Solutions, and Compaq. Positivo also operates an educational technology business unit for public and private schools.

Compaq will continue to be led by Camilo Stefanelli, who is leaving HP and taking over the position of CEO of the brand in Brazil. “As a competitor, I have always admired the work and expertise of Positivo Tecnologias. It is a Brazilian company that can compete on an equal footing with the major global brands,” says Stefanelli. In Positivo Tecnologia, Compaq will be an independent business unit.


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