Lenovo Gets Rid Of Motorola; Just Says Hello Moto!

by CXOtoday News Desk    Jan 08, 2016


Lenovo, which purchased Motorola from Google in 2014 will now be getting rid of the term ‘Motorola’ when it comes to smartphones. It will instead remain as a division under Lenovo. All the new devices will eventually make a transition to ‘Moto’ branding, not ‘Motorola.’

Motorola is widely credited as the first company to produce a mobile phone, and it was a leading brand a decade ago. But it struggled to keep up with newer smartphone makers and, after splitting into companies. The result was, its mobile phone business was acquired by Google in 2012. Google then sold the business to Lenovo two years later.

In an exclusive interview with CNET, which first reported the development, Motorola Chief Operating Officer Rick Osterloh said, “We’ll slowly phase out Motorola and focus on Moto.” This does not imply that Motorola will wane away completely, as the company will attach the ‘Moto for Lenovo’ label on its high-end smartphones and will in turn, unify its budget smartphones under its ‘Vibe’ brand respectively.

“It’s our treasure. We plan to not only protect the Motorola brand, but make it stronger.” Lenovo CEO Yang Yuanqing told the news portal. According to the report, the decision is likely a play to use the Moto lineup, which is popular with Android lovers, to get people more acquainted with the Lenovo brand.

Meanwhile, a statement from the company said: “Motorola Mobility continues to exist as a Lenovo company and is the engineering and design engine for all of our mobile products. However, for our product branding we will utilize a dual brand strategy across smartphone and wearables going forward using Moto and Vibe globally. “Motorola” hasn’t been used on our products since the launch of the original Moto X in 2013.”

Last month, Motorola announced discounts through ‘Big app sales days’ via Flipkart. The company has announced price cuts on the Moto E (2nd Gen), Moto G (3rd Gen), Moto X Play, and the Moto X Style as well as other offers during the three day sales.