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Lenovo’s presence at CES 2016 has brought the news that the company plans to phase out the Motorola brand name. Lenovo has owned Motorola since 2014, and will continue the Moto line, as well as allowing Motorola to continue to exist and design all Lenovo's devices. So what does this move actually mean?

lenovo vibe a7010 speakers
The Lenovo Vibe series will continue as normal. / © ANDROIDPIT

On its surface, the move appears to mark the demise of a storied and iconic name in the mobile phone arena. Motorola’s own Martin Cooper is credited with inventing the cell phone, back in the 1970s, and the “Hello, Moto” ringtone plagued city streets in the noughties as millions of users flipped open their stylish Razrs to engage in cellular telephone conversations as though it were no big deal.

Who doesn't remember this wonder of the modern age? / © Motorola

Motorola Mobility has changed hands twice now, with Google purchasing it in 2012, gutting it for patents, and turning it over to Lenovo in 2014.

The phase out is a superficial change in all reality, however. The Motorola name has not been seen on a device since the 2013 Moto X, and Motorola Mobility will continue to exist as a Lenovo company, handling the engineering and design of all Lenovo’s devices.

It’s only branding that means anything here. The Moto brand lives on, just with a bit of Lenovo slathered on top of it, so consumers now have the chance to own a device with both the iconic bat-wing M and Lenovo logo on it, getting you twice as much advertising bang for your buck.

motorola moto x logo
Get ready to see a Lenovo logo alongside the Moto one. / © ANDROIDPIT

Lenovo isn’t so much phasing out Motorola as appending its own branding to Moto devices, looking to bury itself in the embers of Motorola’s mantle only to rise, phoenix-like, into the upper echelons of the smartphone elite, besides such lofty names as Samsung and Apple.

What do you think of Lenovo’s decision? Will a rebranding of Moto devices help gain the company a wider audience? Share your views in the comments.


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  • "Amazing Graaaaace, How Sweeeeet the Soouuund...."

    RIP Motorola
    You will be missed

  • I find this pretty interesting. I personally am fine with the transition, but I'm not entirely sure how the rest of the market will react. But I do know one thing; If you can make a new and enticing phone, and its readily available, people will buy it no matter the brand. (As long as the brand isn't terrible to begin with) I myself have seen quite a few people buy the Turbo 2 or talk about getting it, just because it was new and enticing with its shatterproof screen. These people normally wouldn't buy a Moto/Lenovo phone, and even some came over from iphones, but they did because the phone was new and enticing. What I figure is that if Lenovo can still put out excellent Moto phones, then they will do fine.

  • my OG turbo says its made by lenovo.. im ok with it... hate that the USA is loosing a company tho

  • Mando 9 months ago Link to comment

    I feel as if the new blood will bring a new life to the smartphone playing field. I feel as if Moto and Lenovo need to play the GMC and Chevy game. Both make the same exact vehicle, and both make $. Rather than picking one or the other, run both lines for 5 years, you'll see that once the consumers see a "New Line" of products and manufacturer with a cool looking logo "L" fancied up like the Lexus logo they will buy it more often that not as they don't with Motorola. Yes, I agree 100% that Motorola was a tycoon back in the day, it was the trendsetter, but this is a new day in time, where it's new companies coming to life, such as Lenovo, and they need to be the next Tycoon. New names need to root up, and battle Samsung and Apple. Look at LG for example? They put out great devices, beautiful screens, but are having a hard time breaking the Samsung and Apple grip. Lenovo has the laptop industry hand on the consumers, connect that to the handset, then you're cooking with Oil! This is my personal opinion and has nothing to do with my position in the wireless industry.

  • 18
    anshul 9 months ago Link to comment

    Latest news is that Lenovo will continue with Motorola but only MOTO BY LENOVO.

  • 18
    anshul 9 months ago Link to comment

    Lenovo should continue with Motorola as it is. Motorola is like feather in Lenovo's hat. No need to merge Motorola or end using Motorola's branding. If Lenovo is going to take this step then something very similar will again happen just like NOKIA & MICROSOFT and this will be a bad news. Lenovo itself is a very established brand so it's much better to continue as it is till now. Lenovo please don't give GAME OVER tag to Motorola. Motorola is classic & will remain so.

  • Harshith 9 months ago Link to comment

    its the first step to ruin Motorola intendedly and in turn ruin itself, Motorola existed from 1950's,stupid Lenovo entered market just a couple of years ago
    revert back the changes

  • im agree with u because motorola is better brand & trust then lenovo

  • moto name has great impact on market thn lenovo......they play wrng this time...they will pay for dis wrngdoing

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