Is AMD Resurrecting the ATI Brand?

[pandemonium_ctp]

Also, Ford doesn't own Mazda. They own a substantial part of their shares and work in cooperation in R&D with each other. It's more-less a partnership and not an ownership.

 

[techguy378]

This was likely an accident on AMD's part. ATI is probably dead for good.

 

[iam2thecrowe]

everything ford touches turns to crap

 

[archange]

For me, it's enough to know what's under the hood. And that's a Radeon. On the other hand, ATi, as a company is part of history now. Why would one try resurrecting it for the names' sake eludes me...

It's important not to confuse companies with their products, which in Radeon's case have carried on under AMD's brand.

I think some of the confusion is due to the fact that we've been hoping for "Fusion" to start materializing a lot sooner. That would have probably brought AMD more recognition as a graphics landmark.

 

[nielnield]

why would they want to change ati? don't change what is working, don't fix what isn't broken. I would rather hear a bout ati cpus than amd gpus.

 

[NuclearShadow]

ATI is part of history just like 3dfx. So in a way its painful to see them go. But at-least they didn't share the same fate as 3dfx and come crashing down instead they were simply bought out by AMD.

I was very worried when AMD bought them out and rightfully so. For those who recall AMD wasn't doing too hot at that time in fact after purchasing ATI the worth of AMD soon dropped below what they bought ATI for. It's sort of strange to think that a realistic alternative history could have had a buy-out rejection from ATI and AMD would have still done terribly perhaps even worse and could have ended up being purchased by ATI in a strange twist of fate.

I believe that AMD's buyout of ATI is what saved them in the end.
This wasn't likely foreseen or part of any plan by AMD they just got lucky... damn lucky... But it just goes to show that ATI was the more secure of the two companies.

 

[awood28211]

I think they should keep it. Just like cars, you have a company, a brand and a model. Company ATI, Brand, Radeon, Model 6000. Simple.

 

[belardo]

For business visibility, going with just the AMD brand still makes more sense. Easier artwork, etc etc.

People will always BUY Radeon graphics cards, but seeing the ATI logo on the box is helpful for the sub-conciseness buying market. Did MS create a whole new brand for its XBOX? No confusion there. Or how about SONY and its gaming products?

For AMD to grow the brand, they went the right part. The only thing is, ATI has the cooler sound and logo.

 

[verbalizer]

just keep it.
all techies will know the story regardless.
but then, who cares...
just put out good stuff.

 

[eddieroolz]

Personally I think they should simply stick with their decision. Last thing you want is a company going back and forth between decisions.

 

[Guest]

It seems stupid to throw away 25 years of name recognition.