ASUS announced the results of its annual performance in Argentina during 2025, a year in which the company consolidated its positioning in the premium and high-performance notebook segments, in a context marked by greater adoption of new technologies linked to artificial intelligence and by a growing demand for more versatile, powerful equipment prepared for new forms of work, study and entertainment.

During the last year, ASUS' strategy in the local market was focused on strengthening its high-end and gaming categories, prioritizing the availability of the most advanced equipment in its portfolio and accompanying the evolution of a consumer increasingly oriented towards higher performance devices. In this framework, the gaming laptop segment showed a growth of 60% compared to the previous year and began to represent 10% of the brand's total sales in the country, consolidating itself as one of the most dynamic verticals for the local operation.

Among the main milestones of the year, ASUS highlighted the performance achieved during Cyber ​​Monday, when the company exceeded 20% participation in the consumer segment and 40% in gaming. On that date, the Vivobook line with AMD Ryzen 5 processor was ranked as the brand's best-selling model. In turn, Zenbook DUO, the ROG and TUF lines, and the portable console stood out among the most in-demand products of 2025. ROG Xbox Ally, reflecting both the interest in premium equipment aimed at productivity and in devices designed for gaming and hybrid user experiences.

The company's performance during the year was also accompanied by a growing incorporation of solutions based on artificial intelligence within its product ecosystem. In this sense, ASUS highlighted the importance of continuing to bring to the Argentine market equipment prepared to respond to new demands for autonomy, portability, productivity and processing capacity, especially from developments that integrate processors with dedicated NPU.

"In 2025 we not only grew in volume, but also in the relevance of our solutions for the Argentine user. Artificial intelligence became a standard of efficiency and productivity that is already part of our ecosystem," pointed out Matías Plaul, Sales Manager of ASUS Argentina. “Our new developments, such as processors with dedicated NPU, respond to specific market demands, such as greater autonomy, more power and better portability.”

Looking ahead to 2026, ASUS plans to expand its operation in the country by entering the corporate segment, aimed at public and private organizations and the educational sector, through its ExpertBook line. In this way, the company will seek to expand its local presence towards new audiences and strengthen its proposal beyond the consumer segment.