Lenovo to phase out Motorola branding from smartphones

When Lenovo completed the acquisition of Motorola Mobility back in 2014, it said “We plan to not only protect the Motorola brand, but make it stronger.” However, looks like the Chinese company’s priorities has changed with changing times as the brand is now being phased out.

“We’ll slowly phase out Motorola and focus on Moto”, Osterloh told the publication. The move comes from Lenovo as it aims to unify both smartphone business under one name. Lenovo will use Motorola’s Moto brand for its high-end products and the Vibe brand for budget devices. Lenovo will however, keep using the Motorola name in organizational settings and there will be a separate Moto division. Lenovo may be phasing out the Motorola brand but the company is not ready to bid adieu to its the iconic Moto batwing logo as it will still be used on devices. The report said that Moto X and similar other phones will prominently feature the blue Lenovo logo.

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.

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