SanDisk announced a comprehensive rebranding of its consumer solid‑state drives, replacing the long‑standing WD_Black and WD_Blue lines with a new, tiered brand called ‘Optimus’. The company introduced three performance tiers—Optimus, Optimus GX, and Optimus GX Pro—each carrying the same part numbers that customers have relied on for years, ensuring a smooth transition for existing users.
The flagship Optimus GX Pro tier showcases the rebranded SN8100 and SN850X drives, now marketed as the Optimus GX Pro 8100 and Optimus GX Pro 850X. These PCIe 5.0 NVMe M.2 SSDs deliver read speeds up to 14.9 GB/s and write speeds up to 14 GB/s, available in 2 TB and 4 TB capacities. While pricing details will be released with the product launch, the performance specifications position the line as a top choice for AI‑heavy workloads, high‑end gaming rigs, and professional workstations.
The Optimus GX tier includes the rebranded SN7100, now called Optimus GX 7100, and the Optimus tier features the rebranded SN5100, now marketed as Optimus 5100. These models maintain the same endurance ratings and thermal design power as their predecessors, offering a clear performance hierarchy: Optimus 5100 for mainstream users, Optimus GX 7100 for power users, and Optimus GX Pro 8100/850X for the most demanding applications.
SanDisk’s strategic rationale for the rebrand is rooted in the 2025 separation of Western Digital and SanDisk. By consolidating consumer SSDs under its own name, SanDisk leverages its flash‑memory expertise and brand equity while simplifying product discovery for customers. The company emphasized that part numbers will remain unchanged, preserving continuity for existing users and minimizing confusion in the marketplace.
The launch comes at a time when PCIe 5.0 adoption is accelerating, driven by the growing demand for AI data processing and high‑performance gaming. SanDisk’s new tiered structure aligns with this trend, offering clear performance distinctions that help consumers match a drive to their workload. The rebrand also positions SanDisk to capture market share from competitors that still rely on color‑coded branding, which can obscure performance differences.
Management highlighted the benefits of the new brand. Heidi Arkinstall, VP of Global Consumer Brand, said the Optimus line “redefines what performance means for consumer needs, making it easier for customers to find the right solution.” Anil Moolchandani, VP of Product Management, added that the rebrand “matches the strength of our portfolio and is engineered to meet the demands of developers, gamers, and professionals alike.”
SanDisk expects the Optimus lineup to reach select retailers worldwide in the first half of 2026, marking a key milestone in the company’s post‑separation strategy and setting the stage for future growth in the high‑performance SSD market.
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