Gigabyte Will Not Cut Motherboard Prices in Response to Asus

Paul Lilly

Has there ever been a better time than right now to be a PC enthusiast? Due to oversupply, RAM remains dirt cheap, and pricing wars between Nvidia and ATI in the graphics sector, and Intel and AMD on the processor front have made it so you can build a killer rig on a manageable budget. Could motherboards be next?

If there is to be a price war among motherboard vendors, you can count Gigabyte out of the battle. Richard Ma, VP of Gigabyte, says his company has no plans to cut motherboard pricing in response Asus' recent adjustments, fearing that such a move would force Asus' hand to lower prices even more. Instead, Ma says his company's strategy will be to focus on improving quality, an area he claims is of primary concern to those who purchase mid-range and high-end motherboards.

Motherboard shipments, while still meeting Gigabyte's goal of 20 million units, haven't met the company's expectations the past two months, in part because of the new price competition. However, September sales have been kinder to Gigabyte, and Ma expects October and November to be even better with Core i7 CPUs and the X58 chipset on the horizon.

Is Gigabyte making a mistake by not dropping prices? Hit the jump and let us know.

Image Credit: Gigabyte

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