Almost two years after the start of local notebook production by ASUS, company executives assure that its market share in consumer equipment has doubled since 2020.

In mid-2021, ASUS bet on the Argentine market and installed part of its notebook production in two local plants. A few months after the second anniversary of the start of this project, the initiative continues to boost the results of the Taiwanese company.

In that sense, Matías Plaul, Country Head of ASUS in Argentina, assures that the company's market share in consumer notebooks has doubled since 2020. “By the end of this year, we expect our market share to grow to 20%,” says the executive.

"In a context in which the rules of the game are constantly changing, having opted for national production was a great success. Currently, this project enhances our main objective: to offer cutting-edge technology in an accessible way to more and more people," says Plaul, adding: "in addition, the notebooks produced in Argentina have the benefit of being adhered to the Now 12, 18 and 24 financing plans, which helps to further democratize access to these devices."

In such a large market, where the profile of users is varied and their technology needs alternate between work, personal and leisure life, being competitive in terms of variety and availability of equipment is key to staying current. In addition, the quality of the internal components and the prices of the equipment play a very important role when buying a notebook.

Locally, the model produced is the ASUS Laptop X515, a versatile device that can meet the needs of the work, educational and home segments. All notebooks made in the country have processors up to 11th generation Intel Core 7 and their operating system is Windows 11. These internal components ensure excellent performance for users.

From the beginning of operations to the present, a total of 90,000 notebooks were produced in Argentina, of which 10,000 were sold in the first year of the project, while in 2022 the number increased sixfold, reaching 60,000 units. “Today, national production represents 80% of our sales in the country,” says Matías Plaul and concludes: “We are proud to contribute to the configuration of an increasingly competitive market that offers valuable solutions for users while generating valuable jobs throughout the entire production chain.”