AMD ATI CrossFire Xpress Chipsets Renamed, Again
Anh Tuan Huynh
November 15, 2006 12:50 AM
comment(s) - last by
Goodbye CrossFire Xpress
AMD recently completed its acquisition of ATI and absorbed ATI.com
. Nevertheless, ATI’s two performance chipsets remained branded by ATI. AMD’s CrossFire Xpress 1600 and CrossFire Xpress 3200 chipsets still carry ATI branding. AMD will be changing the names of its ATI CrossFire Xpress 1600 and CrossFire Xpress 3200 chipsets according to the latest roadmap.
The ATI CrossFire Xpress 1600 chipset will be renamed to AMD 480X CrossFire. This is the second time the
chipset has been renamed. It was previously named Radeon Xpress 200 CrossFire until ATI changed it to CrossFire Xpress 1600 to match the
then newly released
Radeon Xpress 3200 nomenclature
. Features of the AMD 480X CrossFire remain unchanged. The chipset still supports two half-speed PCI Express x16 slots in CrossFire with a PCIe link to the SB450, SB460 or SB600 south bridges.
The enthusiast ATI RD580 CrossFire Xpress 3200 will be renamed AMD 580X CrossFire. Features of the AMD 580X CrossFire will remain the same. The chipset will continue to support two full-speed PCIe x16 slots with a PCIe link to the SB450, SB460 or SB600 south bridges.
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a move away from Intel
11/15/2006 10:10:57 AM
Intel is sure not going to like selling Intel Core 2 Duo system with AMD branded motherboard chipset. This pretty much spells the end of ATI-based chipsets for Intel. AMD also will likely license crossfire to intel chipsets for a fee soon, or make it AMD exclusive, which is even worse.
I also hate to see green AMD videocards and green Nvidia cards. But on a more serious note, AMD would make a big mistake with going away with the ATI branded videocards if they are going to replace them to something like AMD Radeon. A lot of customers would think ATI went bankrupt and they'll view AMD is a newcomer into the graphics card world and be more cautious with proven Nvidia as an alternative.
From a brand name perspective it is not a logical move. Pepsi did not rename Gatorate products to Pepsi, Chrysler cars did not become Mercedes, and Reebok is not Addidas. There is something to say about customer loyalty, brand recall and brand awareness. And if those are healthy, as in ATI's case, you shouldn't change what works well.
"Let's face it, we're not changing the world. We're building a product that helps people buy more crap - and watch porn." -- Seagate CEO Bill Watkins
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