Gigatrend, a wholly-owned subsidiary of Gigabyte, will handle marketing of the second-brand motherboards, with volume shipments starting in March which sold an estimated 13.75 million motherboards in 2003. Gigabyte’s move follows that of other Taiwanese motherboard makers, including ASUS and ECS, which have launched second brands to target different markets. Asustek’s motherboards are available under the Asus and ASRock brands, while ECS sells its products under its own brand and the PC Chips brand. Gigatrend has yet to decide the branding for its motherboards. Initially, Gigatrend will outsource production to its parent company. But for the price-conscious entry-level market, Gigatrend is also likely to outsource production to other Taiwanese companies in China, including ECS and Foxconn Electronics.

Gigatrend, a wholly-owned subsidiary of Gigabyte, will handle marketing of the second-brand motherboards, with volume shipments starting in March which sold an estimated 13.75 million motherboards in 2003. Gigabyte’s move follows that of other Taiwanese motherboard makers, including ASUS and ECS, which have launched second brands to target different markets. Asustek’s motherboards are available under the Asus and ASRock brands, while ECS sells its products under its own brand and the PC Chips brand. Gigatrend has yet to decide the branding for its motherboards. Initially, Gigatrend will outsource production to its parent company. But for the price-conscious entry-level market, Gigatrend is also likely to outsource production to other Taiwanese companies in China, including ECS and Foxconn Electronics.