Motorola, now under the Google umbrella, released an ad yesterday stating the much-hyped Moto X handset will be ''Designed by you. Assembled in the USA''. Under the banner ''The first smartphone designed, engineered and assembled in the USA is coming,'' a self-congratulatory text about Google's epic undertaking is followed by the new-look Motorola logo.
The ad is clearly designed to tap into the swelling emotions of Independence Day. Hoping to capitalize on an American sense of pride during Fourth of July celebrations, Motorola is essentially branding the Moto X as the ''American'' smartphone. But we already knew this.
The most interesting part of this ad is that the device can be designed by the consumer (although to what degree we don't yet fully know). This is another first for the Moto X, which should be released sometime in the next couple of months.
The user-defined build is linked in the ad to an American love of freedom. Creativity, uniqueness and control are all lovingly loaded on the consumer. And what self-made American wouldn't want a self-made phone in their pocket?
Ok, sure. But picking case colors and adding engraving doesn't exactly scream 'freedom!' to me. Nor would it make me feel like I created the phone or designed it myself. I can already do these things after market, after all. I'll just assume there's more freedom to come, beyond memory capacity and pre-loaded wallpapers.
But combined with the move to base production in the USA, Moto X is clearly defining its target market. But whether all this American-made customization will alienate foreign audiences remains to be seen.
As Motorola gets its new image under Google's tutelage, the customizable ''Made In The USA'' tag could be a major selling point for the 'new' manufacturer. At least in the USA. A fact they're evidently quite proud of themselves.
Read the full text below:
Would you buy a phone simply because it's built in your country? What features would you customize on a smartphone?