It’s official, Lenovo is phasing out the Motorola brand globally, including the Indian market. The Chinese smartphone giant, which acquired Motorola from Google in 2014, is combining the two phone business under Lenovo Group name.
The re-branding means we may not see Motorola branding for long on the Moto devices, as confirmed by Motorola Chief Operating Officer Rick Osterloh. Talking at the sidelines on CES 2016, Osterloh revealed plans to CNET’s Roger Cheng.
But this does not mean that Motorola’s name will phase out completely. The Motorola Mobility unit will continue to remain as the engineering and design engine for all of Lenovo’s mobile product division.
Lenovo Group said that it will use the Moto brand for high-end products and its homegrown Vibe brand for budget devices. Also, users will continue to see the blue Lenovo logo on the devices, though the ‘M’ logo of Motorola is not being retired.
In a statement Motorola Mobility said, “The “Moto” brand and word mark are what are most relevant to consumers today, but the batwings remain an important part of our history. It will continue to appear on product and packaging in 2016.”
Lenovo however believes that its move will not to kill the brand but make it stronger. Lenovo’s CEO Yang Yuanqing said, “It’s our treasure. We plan to not only protect the Motorola brand, but make it stronger.” Motorola branding might be going away but the iconic Moto logo or the M symbol will be used on the Moto devices. The company confirmed that going forward smartphones such as Moto X will sport blue Lenovo logo.
Motorola was acquired by Google in 2012 for $12.5 billion. However, the search engine giant sold the company to Lenovo in 2014 and the deal closed at $2.9 billion. After the deal Motorola launched several smartphones in its Moto series.