Amstrad CPC - Schneider Computer Division

Schneider Computer Division

In order to market its computers in Germany, Austria, and Switzerland where Amstrad did not have any distribution structures, Amstrad entered a partnership with Schneider Rundfunkwerke AG, a German company that - very much like Amstrad itself - was previously only known for value-priced audio products. In 1984, Schneider's Schneider Computer Division daughter company was created specifically for the task, and the complete Amstrad CPC line-up was branded and sold as Schneider CPC.

Although they are based on the same hardware, the Schneider CPC models differ from the Amstrad CPC models in several details. Most prominently, the Schneider CPC464 and CPC664 keyboards featured gray instead of coloured keys, but still in the original British keyboard layout. To achieve a German "QWERTZ" keyboard layout, Schneider marketed a small software to reassign the keys as well as sticker labels for the keys. In order to conform with stricter German EMC regulations, the complete Schneider CPC line-up is equipped with an internal metal shielding. For the same reason, the Schneider CPC6128 features micro ribbon type connectors instead of edge connectors. Both the greyscale keyboard and the micro ribbon connectors found their way up into the design of later Amstrad CPC models.

In 1988, after Schneider refused to market Amstrad's AT-compatible computer line, the cooperation ended. Schneider went on to sell the remaining stock of Schneider CPC models and used their now well-established market position to introduce its own PC designs. With the formation of its German daughter company Amstrad GmbH to distribute its product lines including the CPC464 and CPC6128, Amstrad attempted but ultimately failed to establish their own brand in the German-speaking parts of Europe.