Dell, often promoted as a value PC provider, is pursuing posher punters with the launch of a "luxury" range of computers.
The firm has yet to decide on a brand name but the machines will be available this autumn. Desktop and notebooks will be priced between $1,200 and $3,500.
Mike George, vice president of consumer business for Dell US, told Cnet: "Consider this the Lexus of our line-up." He described the target market as "mass luxury". The machines will also include different form factors apart from the traditional desktops, laptops and towers.
The company believes there are an increasing number of customers seeking high-end machines and no natural place for them to go to buy them.
George told the FT he hoped such luxury models could eventually make up between 10 and 20 per cent of Dell's consumer sales.
The smarter machines will also come with better online service and support - described by Dell as "white glove". ®