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The Mystery of the Lexar SSD

It was a dark and stormy evening as I walked the aisles at our local Eden Prairie, MN Costco store. Imagine my delight at discovering a display selling a Lexar 512GB solid state drive (SSD) for only $124.99! Not only was this an unheard-of price for such a tiny little drive with a big capacity, the next-closest competitor last week was Samsung’s T3 500GB for close to $200 (available here at Amazon for $197.99).

When I got home I immediately tried it out and experienced the amazing write-speeds from my SSD iMac to this external SSD (44GBs transferred in just over 4 minutes). My wife took one look at it and said, “I want one!” so I went back the next day to buy one and they were all gone (and there were at least 50 available when I bought mine the night before).

No worries,” I thought. Figuring I’d find them online I searched and searched and searched. The only place I could find them were on eBay from some miscellaneous seller with lukewarm reviews (at a higher price too) and I’m not about to do that.

This is the smallest, high capacity external SSD drive I’ve seen yet.

Unable to find any of these drives anywhere but eBay, I finally tweeted to @LexarMemory to see if they could solve the mystery of these apparently unavailable SSDs and point me in a direction where I could buy one:

I connected with tech support and essentially received an “Um…I dunno” but a bit more information was revealed about these SSDs being available “in a limited number of stores.” With my experience working as a manufacturer’s rep in consumer electronics in the late 70s and 80s, it is highly likely that this SSD’s Costco appearance was a dry-run to see how this drive, at this price-point, would sell.

Based on how quickly these drives sold out this test was most certainly a success. That said, I’d strongly suggest that LexarMemory get a move-on rolling these drives out at retail since Western Digital just announced this tiny SSD drive (in three capacities: 256GB; 512GB; and 1TB) and they are a much more recognizable hard drive brand than Lexar.

About Steve Borsch

I'm CEO of Marketing Directions, Inc., a trend forecasting, consulting and publishing firm in Minnesota. Prior to that I was Vice President, Strategic Alliances at Lawson Software in St. Paul where I was responsible for all partnerships at this major vendor of enterprise resource planning software products and services. Read more about me here unless you're already weary of me telling you how incredible and awesome I am.

Comments

  1. Alan Geeves says:

    lexar is well known for usb memory sticks. I think they just rebrand generic parts but every Lexar device Ive had has worked as well as the big brands at a fraction of the cost.SSDs are memory acting as a hard drive so I would happily buy a ssd from a memory seller rather than a hard drive seller

  2. Steve Borsch says:

    “I would happily buy a ssd from a memory seller rather than a hard drive seller.”

    I would too Alan and did, of course, but I know there are many people who would question “Who is Lexar?” and decide to buy a more well-known brand. That’s all. I think they’ll do really well with this drive though.

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