Psion merger puts Amstrad name at risk

The Amstrad brand name will be allowed to die if the proposed 230m takeover by Psion is successful.

Sources at the personal organiser manufacturer say it will look into developing a new range of upmarket PCs, notebooks and other personal electronic products. There has been recent speculation – denied by Amstrad – that it was itself planning to phase out the name in favour of subsidiary brands such as Dancall and Viglen.

But Psion says it will not radically alter existing Amstrad products, ranging from PCs to fax machines.

Instead, it will seek to exploit the research and development facilities that would come under its control and diversify into a new range of products that will not carry the Amstrad name.

If the deal goes through, Psion chairman David Potter will become chairman of the enlarged group.

But there will be no place for his Amstrad counterpart Alan Sugar, who stands to gain about 79m from the sale of his 34 per cent stake in the company.

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