Sandisk’s Daring Leap: Shedding ‘WD’ for ‘Optimus’ – A Rebranding Adventure

Sandisk has decided to abandon the WD branding for its solid-state drives (SSDs) and is launching a new brand, Optimus. The company unveiled the new brand today at CES 2026. Instead of the previously familiar WD_Black and WD Blue drives, we will now see three lines: Optimus, Optimus GX, and Optimus GX Pro. This strategic rebranding comes as Sandisk aims to capture a larger share of the expanding SSD market, which is projected to grow at a steady rate, addressing the needs of both gamers and professional users alike.

The Optimus line will replace WD Blue drives, more specifically, the model Optimus 5100 will be a renamed version of the WD Blue SN5100. Note the same numerical index, which will allow customers to navigate more easily. This move aligns with the current trend of technological advancements in SSDs, emphasizing enhanced speed and efficiency.

The Optimus GX line is aimed at gamers, with the Optimus GX 7100 model replacing the WD_Black SN7100. Meanwhile, the Optimus GX Pro models will be the top-of-the-line drives, formally aimed at workstations. Here, instead of the WD_Black SN8100, we have the Optimus GX Pro 8100. This shift highlights Sandisk’s commitment to high-performance computing environments, making it an attractive option for users demanding cutting-edge technology.

Additionally, the new lineup includes a new model, the Optimus GX 7100M in the M.2 2230 format for thin and light laptops. The drive offers reading speeds of up to 7200 MB/s in versions of 1 TB and 2 TB, pushing the boundaries of current SSD capabilities. As the SSD industry increasingly focuses on speed and compactness, models like the GX 7100M represent the future of portable computing.

It’s worth noting that Western Digital acquired Sandisk back in 2016, but last year, Sandisk was spun off as a separate company, focusing exclusively on flash storage. This move could signal Sandisk’s efforts to hone its expertise and strengthen its foothold in the market by catering to evolving consumer demands and technological standards.