Acer is not just selling computers anymore; it plans to use the Acerpure brand to enter the home appliance market, launching "air conditioners" in Thailand very soon.
Jeff Lee, Managing Director of Acer Computer (Thailand) Co., Ltd., said that 2026 marks the 50th anniversary of the Acer brand and the 33rd year of its operations in Thailand. The latest direction for Acer Computer is to move beyond being just a traditional IT computer brand. They are breaking old boundaries to fully expand into a brand with four core pillars that comprehensively address the digital lifestyle:
1. Industrial PC, or PCs for industrial use.
2. Health Care, including medical devices and software.
3. Energy, covering energy solutions and solar power.
4. Home Appliances, meaning household electrical appliances.
"On our 50th anniversary, we don't want to be just a brand consumers choose for reasons alone, but a brand that people feel connected and bonded with through practical, accessible technology that meets users' needs across all generations and aligns with future global changes," he said.
Boonpat Chubanjerd, Deputy Director of Acerpure Business Group at Acer Computer (Thailand) Co., Ltd., stated that in the home appliance segment,Acer introduced the Acerpure brand in the market during 2020-2021, initially focusing on circulating fans and air purifiers, and plans to expand to include TVs and air conditioners by 2026.However, over the past three years, the small home appliance product group has already surpassed 100 million baht in sales, with a target of 200 million baht set for 2026.
Acer is actively expanding its product portfolio in the Asia-Pacific region and Thailand, including:
Acerpure CHILL:
A key highlight of Acerpure's product portfolio this year is the smart air conditioner featuring PINOKI, Acerpure's proprietary technology designed to enhance indoor air quality, creating a cleaner, more comfortable, and healthier living environment. This reflects the philosophy of using technology to improve consumer quality of life in every aspect. Large Appliances for Smart Living:
Expanding into large home appliances to complete a smart living ecosystem, allowing Acerpure to play a broader role in consumers' daily lives. Energy-Efficient Appliances:
Home appliances emphasizing energy-saving performance with Dual Inverter technology and connectivity via the Acerpure LIFE app, supporting smart home usage. Acerpure ASPIRE TV:
Extending into the Audio & Visual category with large-screen digital TVs designed to elevate home entertainment experiences, featuring audiovisual systems suited to the digital lifestyle at accessible prices. Acer aims to market air conditioners in four key countries with hot climates and strong demand: India, with a population of 400 million; the Philippines; Indonesia, with 200 million people; and Thailand. Although some brands offer very low prices online, such as 6,000-9,000 baht, they often do not provide installation services. Acer will focus on delivering world-class quality at prices aligned with local markets.
Supong Tangtrongbenjasil, Director of Retail Business at Acer Computer (Thailand) Co., Ltd., said 2026 will be the year Acer aggressively enters the consumer market with a full range of DIY computer components.
They plan to launch new comprehensive products including Acer brand RAM and SSDs, as well as high-end Predator products such as high-performance DDR5, liquid cooling systems, mechanical keyboards, and aquarium-style computer cases, which are gaining popularity.
Recently, they launched the Predator x ADBIG project, a collaboration with ADBIG, experts in custom-built PCs, to develop Custom DIY PCs under the Predator brand. Each model is carefully selected and designed to balance performance suitable for all user levels, from beginners to those needing high computing power. These will be sold exclusively through the Acer Online Store, aiming to create a new experience for the gaming and DIY PC community and to strengthen brand connections with new consumers.
Nattanun Rattanapornpis, Deputy Director of the Commercial Business Group at Acer Computer (Thailand) Co., Ltd., said that on the commercial side, Acer has shifted its role from an IT equipment vendor to a technology partner who deeply understands user insights and needs across different groups, covering Education Partner roles that develop solutions to enhance learning, Enterprise Partner roles that help organizations design and implement comprehensive technology systems,
and Business Partner roles supporting SMEs to prepare for changes in the modern working world. All solutions are developed to make technology more than just tools but a vital force to improve work efficiency while reducing limitations related to time, location, and resources.
