Wednesday, September 21st 2022
EVGA Announces Cancelation of NVIDIA Next-gen Graphics Cards Plans, Officially Terminates NVIDIA Partnership
Towards the latter half of August, multiple EVGA employees involved in technical marketing and engineering had let us know privately that they were leaving the company for other ventures. When pushed further, several hinted towards some decisions being made by EVGA's management, including CEO Andrew Han, that would jeopardize their future. Some even went far enough to say they would share more in a few weeks time about how they felt exactly about their time there, the various issues that kept them from doing their best, and also that at least a couple of ex-employees were let go. TechPowerUp was doing due diligence in collecting the facts while keeping emotions aside from contacts who were understandably not in the best of moods, and one thing common across the board was there was something major coming up dealing with the EVGA GPU product line.
Today EVGA decided to throw a massive curve ball by formally announcing the company is canceling its plans to carry the next generation of graphics cards. Given EVGA's revenue sheets point to nearly 80% contribution from being an NVIDIA add-in card partner, this effectively also means an end to a long partnership with NVIDIA. The company's CEO confirmed as much to a few media channels citing poor margins and a challenging, stressful relationship that was no longer fruitful. There are no plans for EVGA to partner with AMD or Intel at this time when it comes to graphics cards and the company stressed they will continue to sell and support current-gen GPUs having retained enough units for RMA purposes too.
Jon Peddie Research also speculates EVGA is going to shift its priorities towards power supplies and motherboards instead that allow for higher margins and a more uniform, predictable sales pattern. Time will tell how EVGA, and indeed NVIDIA too who now has to re-distribute its GPU allocation among other partners and retail solutions, will come out of this split. It certainly does not seem to be an amicable one and we do not expect the partnership to resume anytime soon. This also affects companies who were no doubt planning on accessories for EVGA-branded GPUs, such as custom watercooling blocks from the usual suspects such as EKWB, Alphacool, and Bitspower.
What About Existing Customers
All existing owners of EVGA graphics cards will remain fully covered by warranties, including full replacements if needed. The company has withheld inventory of EVGA graphics cards from retailers (and will probably recall some perfectly-functional cards), so it has buffer stock to serve existing customers in need of total replacements or RMA.
What EVGA's Future Looks Like
EVGA CEO Andrew Han stated that the company has no plans as of now to partner with another GPU manufacturer like AMD or Intel, and the exit from the graphics card business will trigger an "imminent downsizing" of the company (to shed employees associated with the graphics card business). This could also be a subtle hint to AMD and Intel that if they're looking to work with EVGA, they should express interest right now.
Graphics cards made up over three-quarters of EVGA's revenue, and so we're not sure what the company could do next. If one were to speculate, the company could increase its presence in the prebuilt notebook and gaming peripherals businesses, and probably even ride the growth-cycle in the power-supply market with ATX 3.0 and PCIe Gen 5. Next-generation high-end graphics cards are expected to trigger upgrades among those with PSUs 4 years or older, as older PSUs, particularly mainstream ones, will find it hard to deal with the power excursions (spikes) of high-end PCIe Gen 5 graphics cards. The company could also retain its PCB engineering team to further develop its motherboard business. But all these are just speculation. Unless EVGA significantly invests in its other businesses, it's done.
How does this affect NVIDIA in the North American market?
EVGA was particularly popular in the North American market, among DIY PC enthusiasts. Other NVIDIA partners such as ASUS, could attempt to fill its void, but the distinct industrial design of EVGA will be lost, as would features such as iCX; and EVGA-exclusive customer programs such as trade-in upgrades. NVIDIA may also attempt to bring in new partners to the North American market to fill EVGA's void, such as GALAX (Galaxy), or Colorful, which are both major graphics card OEMs in the Chinese market. It will now fall on them to match the design and quality standards EVGA established. EVGA's exit will have minimal impact on NVIDIA's bottom-line, as those in the market for a GeForce graphics card will ultimately buy one from whichever brand.
NVIDIA's first reaction to this development is as follows:
Update Sep 21st: KINGPIN, a long time associate of EVGA, behind some of their fastest boutique graphics cards and motherboards, posted a note of gratitude for all the fans of EVGA + KINGPIN, and stated that KINGPIN Hardware may continue in some form.
Sources:
Jon Peddie Research, Gamers Nexus, EVGA, Tae Kim (Twitter)
Today EVGA decided to throw a massive curve ball by formally announcing the company is canceling its plans to carry the next generation of graphics cards. Given EVGA's revenue sheets point to nearly 80% contribution from being an NVIDIA add-in card partner, this effectively also means an end to a long partnership with NVIDIA. The company's CEO confirmed as much to a few media channels citing poor margins and a challenging, stressful relationship that was no longer fruitful. There are no plans for EVGA to partner with AMD or Intel at this time when it comes to graphics cards and the company stressed they will continue to sell and support current-gen GPUs having retained enough units for RMA purposes too.
All existing owners of EVGA graphics cards will remain fully covered by warranties, including full replacements if needed. The company has withheld inventory of EVGA graphics cards from retailers (and will probably recall some perfectly-functional cards), so it has buffer stock to serve existing customers in need of total replacements or RMA.
What EVGA's Future Looks Like
EVGA CEO Andrew Han stated that the company has no plans as of now to partner with another GPU manufacturer like AMD or Intel, and the exit from the graphics card business will trigger an "imminent downsizing" of the company (to shed employees associated with the graphics card business). This could also be a subtle hint to AMD and Intel that if they're looking to work with EVGA, they should express interest right now.
Graphics cards made up over three-quarters of EVGA's revenue, and so we're not sure what the company could do next. If one were to speculate, the company could increase its presence in the prebuilt notebook and gaming peripherals businesses, and probably even ride the growth-cycle in the power-supply market with ATX 3.0 and PCIe Gen 5. Next-generation high-end graphics cards are expected to trigger upgrades among those with PSUs 4 years or older, as older PSUs, particularly mainstream ones, will find it hard to deal with the power excursions (spikes) of high-end PCIe Gen 5 graphics cards. The company could also retain its PCB engineering team to further develop its motherboard business. But all these are just speculation. Unless EVGA significantly invests in its other businesses, it's done.
How does this affect NVIDIA in the North American market?
EVGA was particularly popular in the North American market, among DIY PC enthusiasts. Other NVIDIA partners such as ASUS, could attempt to fill its void, but the distinct industrial design of EVGA will be lost, as would features such as iCX; and EVGA-exclusive customer programs such as trade-in upgrades. NVIDIA may also attempt to bring in new partners to the North American market to fill EVGA's void, such as GALAX (Galaxy), or Colorful, which are both major graphics card OEMs in the Chinese market. It will now fall on them to match the design and quality standards EVGA established. EVGA's exit will have minimal impact on NVIDIA's bottom-line, as those in the market for a GeForce graphics card will ultimately buy one from whichever brand.
NVIDIA's first reaction to this development is as follows:
"We've had a great partnership with EVGA over the years and will continue to support them on our current generation of products. We wish Andrew and our friends at EVGA all the best."EVGA's full statement is as follows:
EVGA CEO Andrew HanEVGA has terminated its relationship with NVIDIA. EVGA will no longer be manufacturing video cards of any type, citing a souring relationship with NVIDIA as the cause (among other reasons that were minimized). EVGA will not be exploring relationships with AMD or Intel at this time, and the company will be downsizing imminently as it exits the video card market. Customers will still be covered by EVGA policies, but EVGA will no longer make RTX or other video cards. The company already made, 20 EVT samples of EVGA RTX 4090 FTW3 cards, but will not be moving to production and has killed all active projects pertaining to cards, including KINGPIN cards.According to JPR, EVGA was the best-selling NVIDIA AIB in the US market, with a market-share of nearly 40%. NVIDIA would have lead its board partners to take its place.
Update Sep 21st: KINGPIN, a long time associate of EVGA, behind some of their fastest boutique graphics cards and motherboards, posted a note of gratitude for all the fans of EVGA + KINGPIN, and stated that KINGPIN Hardware may continue in some form.
I'm thankful for all the industry friends, old colleagues, etc. that reached out. It means a lot and I appreciate it. The news isn't received well ofc, and I'm mostly sorry for the fans and people that are passionate for our brand and everything that we have done here over the years at EVGA. If the KP hardware is meant to continue on in one way or another, I'm sure that it will :). The EVGA and PC hardware enthusiast community have been great to me and my teams here over the years, THANK YOU.Update Sep 21st: Jensen Huang responded to a question about his thoughts on EVGA in a Q&A session today:
Jensen HuangYou know, Andrew (EVGA CEO) wanted to wind down the business, and he's wanted to do that for a couple of years. Andrew and EVGA were, are great partners and we're great partners, and I'm sad to see them leave the market. But, he's got other plans and he's been thinking about it for several years, so I guess that's about it. The market has a lot of great players and it will be served well after EVGA, but I'll always miss them, they were an important part of our history, Andrew is a great friend. I think that it was just time for him to go do something else."
536 Comments on EVGA Announces Cancelation of NVIDIA Next-gen Graphics Cards Plans, Officially Terminates NVIDIA Partnership
Conversation with his Intel contact:
"(Contact) : That's not true, we're in this for the long haul, we're one of the few companies that can sink hundreds of millions of dollars into something and lose money on it or take no margin for years while we establish ourselves ...
I was actually talking to EVGA about this...
EVGA was asking me, some of its staff, about where's Intel right now with ARC, which I thought was a great sign because I hope there's interest there.. because if Intel sticks with this, it could be the start of another 20 year GPU partnership..."
I'm not a huge fan of JayZ; like most youtubers, he puts out way too many videos with vague clickbait titles, but he seems to have gotten this prediction right. The safer and more conventional call was to say that the 40-series launch would totally destroy the value of the higher end 30-series cards, and up until today I agreed with that logic. Seems foolish in retrospect; never bet against NVIDIA raising prices.
Everyone makes mistakes. It's how you react when things go wrong. Remember that these are all relationships whether it be a supplier-partner relationship (like NVIDIA-EVGA) or a merchant-customer relationship (which the EVGA situation also was). It's the same with interpersonal relationships.
No one is perfect so if you're going to have a relationship with someone, it might be worth it to select someone who cares about fixing problems.
July 12th, and I quote : "If you've been waiting for the right time to buy a graphics card, and you think that time is going to be when they launch 40 series, I've got news for you. Don't wait, buy your graphics card TODAY."
If you followed his advice, you just got got handed your arse to the tune of $450+.
At least he went back and re-named his video. However, a month after this, he started a rumor that the 4000 series wouldn't even launch for another year. So he's not exactly learning, or necessarily being honest at all.
Otherwise he's just a typical click bait youtuber for the low-brow know nothings. And most of the smaller tubers that called him out at the time got mobbed by the zombie masses that patronize this guy. He's not alone though, pretty much every well known channel is the same. This particular guy, is (or was) a shill for EVGA. That's where he got his 'info'.
3090s and Tis for $1299 - $1700 from his video :
This is today on release :
Earlier this year Amazon announced termination of their partnership with Visa and started paying people to stop using Visa on the Amazon store and a date where they would pull all support for paying with Visa cards. Unsurprisingly they came to a deal with Visa as Visa wouldnt want to lose the biggest store front in the world and the cancellation was pulled back a 180.
So I wouldnt be surprised if EVGA and Nvidia would come to a deal.
I know you don't want to hear them because you're not into facts, so just put a cork in it ok?
And you know what, your arrogant attitude and jaw flapping with zero info isn't worth my time. Welcome to my ignore list punk.
Sooo... This thread is about EVGA parting ways with NVidia. It's not a JayzTwoCents bash fest...
The guy that was been doing this for so long, made a "best guess" no one agreed with, come on. That's not a guess, that's driving on the wrong side of the highway idiocy.
And he didn't even ever hide their EVGA "appreciation". EVGA was always very good at cultivating the influencers.
He talks a lot of crap and is unexplainably popular for some reason.
There's people who defend him, and yes, he occasionally puts out accurate, well rounded content, but as a huge techtuber his responsibility is to not make false claims, and if he does, to immediately retract them with a public announcement/apology. AFAIK he does not do this, and has consistently gotten things wrong over the years without taking back what was said. OK, so he maybe changes his tune in future videos, but that's irrelevant.
I wish the best for Kingpin.