At the Xerox Western Europe Channel Forum, the company shared details of how it is aligning Lexmark- and Xerox‑branded product portfolios, plans to create one unified brand and confirmed its continued focus on transparency and partner engagement
Chris White, Senior Vice President, Office Products and Print Services framed the integration as an effort to give the combined business greater control over its own direction, while reassuring partners that continuity remains central to the strategy.
“We’re bringing two companies together and two distinct product portfolios that were more similar than maybe you realised,” he explained. “There will be product differentiation and separation between those who are in business solutions dealer programs and our classic and transactional product line, that will continue moving forward.”
White said the process builds on work already familiar to some legacy Lexmark partners, who have been involved in giving product feedback in recent years. “Some of you, as advisory members, spent time in Lexington in front of engineers, in front of product developers, giving feedback on how we should innovate, how we should differentiate, and you saw a lot of that come out into the product line,” he said, adding: “That’s what you all should expect to continue to see going forward.”
On branding, he said partners will begin to see a new logo across hardware, software and other offerings, but the shift will happen gradually, the shift to a unified logo is mapped from mid-2026 through to the end of 2029.
“There will no longer be an independent Lexmark- or Xerox- branded product line, those product lines will merge with each platform launch,” he said.
Best-of-both approach
Beyond hardware, White said Xerox is also taking a best-of-both approach to software, applications and services, combining the strongest capabilities from each side. He cited cloud platforms as an example, noting that both companies have industry- leading platforms. “Going forward we will have an industry- leading singular cloud offering which will combine the best features and functions from both. That’s how we’re approaching everything.”
White pointed out that Xerox would continue to focus on transparency and partner engagement as the integration progresses. He said the company will continue to share roadmaps across workplace/office print, production print and wraparound services, adding that it works on two to five year visions of every category at a detailed product and offering level.
“Keep selling, keep executing, and we’ll keep you informed on what’s happening, how it’s happening, and when it’s happening,” he said.
Expanded A3 lineup
Looking ahead, White described this as an exciting year and confirmed that Xerox will be driving advancements across all aspects of the ecosystem – A4, A3, software, services and applications, in 2026 and beyond.
He highlighted that the Lexmark 9-Series A3 platform, first announced in 2024 has now been extended across the global Xerox channel. “As we brought the two companies together, Xerox introduced opportunities and speed points in segments legacy Lexmark hadn’t originally envisioned for this product line. So, we will be expanding the line, this is step one in a multi-step journey.
“Regaining and retaining our A3 leadership is critical, and we’re going to lean heavily on our internal capabilities as we move forward. We’ll expand the line with new speed points in both colour and mono. This expansion will take us to 11 models across our internally developed A3 product line.”
Versatility and simplicity
He continued: “We introduced an A3 product line built around a single set of finishing options, uncommon in this industry, where most vendors offer multiple sets. We did this deliberately for versatility, so partners could limit capital investment in inventory and options. Every A3 device uses the same options, and that won’t change. Versatility and simplicity are a core part of our strategy.
“As we unify the legacies of both companies, you’ll see continued evolution in the user interface, some look-and-feel changes, but our focus remains on ease-of-use architecture. We always design around three priorities – ease for the user, for the installer, and for the servicer. Those priorities will continue to guide this product line.”
A4 colour expansion
Vice President A4 Product Offerings Alan Clark said the combined Xerox-Lexmark business now holds fourth place in the A4 colour market, one that is growing by 6% and accounts for more than three quarters of a million devices in Western Europe alone.
Xerox has identified what he described as ‘a big void’ in the current combined offering and to address it, has launched the new C200 and 300 series products. Clark said the launch is notable not only because of the new speed points, but because it is also the first product to carry the new Xerox branding.
The 200 series will run at 25 pages per minute, and a new 30ppm speed point is being introduced in the same engine, with products above that remaining at 33 pages per minute.
Clark said Xerox has acted on partner feedback around selling one product through all routes to market, which isn’t ideal for partners selling on click- based models. The portfolio is being differentiated more clearly, with some products aimed at velocity or volume channels, specific models for BSD, and a new version designed for signature and enterprise partners.
These, he said, will not be visible on e-tail sites, allowing pricing and positioning to better suit partner business models.
“This will be the lowest cost option for partners to propose to A4 colour customers printing less than 1,000 pages a month with around 50% colour,” Clark said, adding that the devices are solutions-capable, include enterprise- level security as standard and fit into both Xerox and Lexmark managed print services models.
Mono workgroup
Clark introduced a second new product in the high-end mono segment. The new range is aimed at customers with high print volumes and demanding reliability requirements. It will include a printer, an MFP without finishing options and an MFP with finishing options, with configurations built around different paper feed options.
He said Xerox has taken an already strong mono platform and further improved service performance after acting on partner feedback on the A3 range. The new line comes with market‑leading PCR content, the solutions-capable eSF controller, a 4.3-inch touchscreen as standard on printers, and larger seven-inch and 10‑inch LCD displays higher up the range, and Wi-Fi as standard. Toner capacity rises from 55,000 to 70,000 pages for intensive users, while a 15,000-page option remains available for BSD partners serving lighter-use customers.
The platform also incorporates the latest A3 design principles, including common accessories across the portfolio. For legacy Xerox partners, the refresh brings back finishing options in this class, alongside longer-life toner, stronger security, larger touchscreens, standard Wi-Fi and optional easy to install fax.
Clark added that Xerox started installing these products in 2018, which means many customers are nearing refresh point, making the October launch well-timed.
Partner response and pricing strategy
According to White, the response from legacy Xerox partners to the 9-Series has been positive, although he noted that engagement has happened at different speeds as product roadmap announcements and sales management transitions have unfolded at the same time.
He said some partners from the legacy Xerox side are only now beginning to engage with those products, but that overall, they appear pleased to have been given choice and that they get to help drive the pace of change. He added that Lexmark dealers were particularly reassured by the decision to retain the unique BSD line.
White pointed out that historically the Xerox A4 offering was based on Lexmark technology ‘under the covers’, and that while the hardware foundations of the A4 portfolio come from Lexmark, the layers above that, including firmware, software and applications, will increasingly blend technology from both companies. In A3, he said, there was Fujifilm engines previously combined with Xerox technology and Lexmark engines paired with Lexmark technology.
Moving forward, White said that Xerox wants to maximise the use of in-house technology. “There’s a number of advantages of moving to in-house technology. We control our destiny there. We control how we manage cost. We control every aspect of it. We control where we manufacture, flexibility terms, keeping inventory low, keeping cash available.”
And then production will remain a mix. “We are going to be announcing some internal technology in inkjet space, but other than that, we will continue to leverage our partnerships.”
On pricing, White said the company’s goal is to be market competitive. “Historically there may have been things that have caused either company to do certain price behaviour, for example where Xerox didn’t control all of its own cost. This comes back to taking control of technology end-to-end, that lets us truly focus on being market competitive with our pricing.
“How we choose to deploy that, is the strategic question. We really want to deploy price where price matters i.e. new customer acquisition, new logo wins, so we’ll strategically deploy pricing actions and pricing positions. I think you will see us be competitive across all segments, A4, A3 and production, and where we add value that nobody else can, we intend to capture that premium,” he explained.
White also confirmed that OEM business remains part of the strategy, reflecting Lexmark’s heritage and continuing importance within the combined company.
