AMBRA Computer Corporation

From Wikipedia, the free encyclopedia

AMBRA Computer Corporation was a wholly-owned subsidiary of IBM.

In 1992 in Europe and in 1993 in the USA, it introduced a personal computer line-up targeting the home user, sold mainly through mail-order. The AMBRA had a main volume production run of just a year or so, being discontinued in 1994 in favour of the IBM Aptiva, apart from Canada where it was not discontinued until 1996.

[edit] AMBRA models

386
486
Achiever 2000
Achiever 3000
Achiever 4000
Achiever 5000
Achiever 7000
Achiever 9000
Achiever D
Achiever DP
Achiever S
Achiever T
Achiever Anthem
Achiever Hurdla/Sprinta
Notebook
Ispirati (Canada)

[edit] Positioning

AMBRA PCs were generally positioned at the low-end of the market, and made use of their ties with IBM in marketing materials in order to make the machines appear better quality than the host of clones, since 'real' IBM PCs were known to be expensive. In reality the machines were fairly low specification, having shadow-mask screens, minimal onboard peripherals, and using low-end processors with the minimum memory and hard disk size at each price point.

[edit] Aesthetics

The machines were coloured off-white which was unusual at the time, since most machines were beige. Generally the cases were compact and offered little room for expansion.