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August 22, 1996


By CBR Staff Writer

Mitsubishi Electric Corp has finally decided that it makes no sense to retain separate Apricot and Mitsubishi Apricot personal computer brands in different markets, and has decided to exploit the Mitsubishi Apricot brand worldwide by next summer. The move represents a more complete absorption of its Apricot Computers Ltd acquisition in Glenrothes, Scotland into the Mitsubishi empire. The aim is to cut costs by standardizing design specifications and trimming parts procurement sources. Mitsubishi Electric and Apricot now procure components from 90 different companies, but plan to reduce that by as much as 30% within one year and share procurement sources, and Mitsubishi will offer hardware under identical product concepts, performance and quality worldwide, regardless of the market, with the target of a top 10 place worldwide by 2002.

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