Once a familiar name in homes across the world, Packard Bell has made a comeback in South Africa. Today, the brand is focused on giving South Africans affordable access to the digital intelligence shaping the future of work and learning.

We spoke to Ross Tucker, who leads Packard Bell’s regional strategy, about the thinking behind the brand’s re-entry, its pragmatic approach to AI, and why South Africa is the perfect proving ground for accessible innovation.

What inspired Packard Bell’s return to South Africa?
South Africa represents a tale of two economies. On one side, you have world-class infrastructure and formal markets; on the other, an enormous informal sector driving grassroots innovation. Yet, most global PC players treat this as one homogenous market.

We believe South Africa is underserved, there’s a mismatch between global strategies and local realities - and our aim is to empower South Africans to work, learn and connect through technology that’s built for them, not just re-distributed to them.

Tell us about the new product line-up.
We’ve launched 2-in-1 laptops, flex notebooks, and smartphones, all engineered with one principle in mind: functional innovation at fair value. Instead of chasing specs that are impractical for regular users, inflate prices, and that just look good on paper, we prioritise components that deliver reliable performance for professionals, students, and home-office users.

And price positioning?
We have integrated operating systems from Microsoft and Google to give users access to world-class software ecosystems at competitive prices. Our laptops run Windows 11 with Microsoft Copilot, while our smartphones use the latest Android builds, delivering the power of cloud-based AI tools at entry-level price points.

AI is redefining the tech industry. How is Packard Bell approaching it differently?
We’re not trying to compete in the “AI chip” race. On-device AI is limited by its architecture; it can’t evolve as fast as cloud intelligence. Instead, we’re giving South Africans the keys to the networked mind.

Through fast connectivity and cloud integration, our users can tap into the evolving intelligence of tools like Microsoft Copilot, ChatGPT, Xai, and Google Gemini. That’s how we democratise AI, by enabling access, not inflating cost. AI shouldn’t be a premium feature; it should be a public utility. Our job is to provide the bridge.

How will Packard Bell deepen its presence in the local market?

Over the next 12–24 months, we’ll expand our ecosystem with accessories, software bundles, and partnerships focused on digital literacy and education. We’re collaborating with leading retailers and telcos, including Amazon, Takealot, Hifi Corp, Incredible Connection, Pepkor Home, TFG, Computer Mania, Cell C, Telkom, FNB Connect, Ackermans, Mr Price, Homechoice and Makro, to make sure accessibility is both geographic and economic.

What’s your long-term vision for Packard Bell in South Africa?
Our mission is simple: Empowering work. Enabling learning. Pricing for progress. We want to create a world where all South Africans have the digital tools to reach their potential. Technology isn’t truly innovative until it’s inclusive. We’re here to make sure progress is within everyone’s reach.

Packard Bell is officially available through major retailers nationwide. For more information, visit www.packard-bell.co.za or follow @packardbell_sa on social for updates.