Look – VAIO is back – without Sony, that is. Remember back in February Sony announced plans to sell it’s VAIO brand of PC computers? Well that new owner has just relaunched itself and VAIOs are back on sale – in Japan only for now. No more Sony logos of course, Japan Industrial Partners will have to make its own mark on consumers hearts to succeed.

The past few years has been a rough one for the PC industry, as it has been particularly challenged by the popularity of smartphones and tablets which have reduced reliance on the traditional home computer. In the PC industry, the changing times has seen few winners, if any, and Sony certainly wasn’t one of them. As VAIO sales were not performing well, Sony released the brand to Japan Industrial Partners.

So what’s happening with the new VAIOs? Read on to find out.It was a shock to many fans to see Sony give up the VAIO brand. Like any popular brand, VAIO has enjoyed loyal followers for years. Keeping up with the Sony tradition, the laptops represented high-performance, enduring quality and luxury design.

The explosion of smartphones and tablets on the world market over the past few years has changed everything. Now we can find a rentable car within meters with our smartphone. We can find a hotel or B&B from our tablets. We could find a date on mobile too! The truth is that PCs just aren’t what they used to be. We’re rediscovering what we find PCs still useful for. While the industry as a whole suffered from around 2007/2008, as usual, Apple was one of the few companies that bucked the trend. But Apple is unique in that way.

Sony itself is also continuing to go through change as it seeks to find the right fit of businesses that properly complement each other and succeed with consumers in today’s passions. That’s partially why VAIO is out, presumably.

So what are the new VAIO laptops like?

The new VAIO owner, Japan Industrial Partners, shows laptops on their website, but the ones tested redirect straight back to Sony in Japan, showcasing the existing VAIO Pro 11/13. It might very well be the same computer, without the Sony name or hints of Sony modification of the software. The next batch of computers will likely be different. The fact is that the new owner hasn’t told us anything about their plans except for the fact that it’s a turnaround operation and they are basing it in Japan initially. If that goes well, they would target selected markets for a sales expansion. Their site is of course in Japanese, as their promotions will be but the fact that the tested computers link directly to Sony Japan suggests…not much is different, yet.

What we would love to know from you – our lovely readers – is are you still interested in VAIO PCs? Would you buy one? Does it still have the same appeal. As just one person, I have to say no. It’s the strawberry and chocolate ice-cream, without the strawberries. The movie without the popcorn. For me, Sony is VAIO, VAIO is Sony. The new owner may produce excellent computers and offers but it’s not a Sony VAIO (and I’m not just attracted to the brand, there is always more than that).

Discuss:

Would you buy a non-Sony VAIO?