Role reversal: Motorola name in on smartphones while Lenovo fades out

Role reversal: Motorola name in on smartphones while Lenovo fades out
After purchasing Motorola from Google back in 2014, Lenovo decided that it would slowly phase out the Motorola name. But how do you eliminate the name of the company that invented the cellphone? By using the name Moto by Lenovo, the latter was able to inject a bit of Motorola's legacy into Lenovo's` growing popularity in the East. Throw in the iconic batwings logo, and you have a device that still can be recognized as a Motorola product throughout the world.

Take a look at the current Moto flagship, the Moto Z Force. The only identifying marks include the Moto name above the fingerprint scanner, and the logo etched on the back of the handset. Even the peculiar television ad for the Moto Z and Moto Z Force that rhetorically asks "Did Moto just make the smartest smartphone yet?" made it clear that Moto by Lenovo was the new name that Lenovo was going to use on smartphones.

But something has changed inside Lenovo. According to comments from Motorola's chief marketing officer Jan Huckfeldt that were published today, the Motorola brand is not only coming back, but will be stronger than ever. Huckfeldt says that the Lenovo name is being faded out on handsets everywhere but India. It actually is a smart move by Lenovo. If you want to sell a large number of smartphones, you need to employ all of the assets you have available at your disposal. The Motorola name and batwings logo are assets that can be used to generate sales.

"We want everyone to immediately recognize a Motorola phone," says Huckfeldt. To that end, a recently leaked road map shows that in 2017, the Moto line will consist of 5 lines (Z, X, G, E, C), all with a very similar look and style. The Motorola executive states, "Where they zig, we're going to zag. When less is more, we want 'more is more.'"

source: AndroidCentral

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8 Comments

1. Deadeye37

Posts: 300; Member since: Jan 25, 2011

"the Moto line will consist of 5 lines (X, G, E and C)" Hmmmm......I've never heard of the "Moto and" before. Must be new! c:

3. Rampage_Taco

Posts: 1060; Member since: Jan 17, 2017

clearly they forgot Z

2. L0n3n1nja

Posts: 1557; Member since: Jul 12, 2016

If you're on Verizon moto has become unrecognizable. Went from thick phones with durable builds to thin fragile glass designs.

4. trojan_horse

Posts: 5868; Member since: May 06, 2016

Vouching for this! I'll take the Motorola brand over Lenovo any day.

5. DurTeeDee

Posts: 151; Member since: Sep 05, 2014

YES LETS. UNDO GOOGLE'S INFLUENCE WITH STREAMLINED PRODUCTS WITH CLEAR AUDIENCE IN MIND...AND GO FOR THE SAMSUNG APPROACH AND DILUTE THE BRAND BEST IDEA EVER!!!! - some idiot at Lenovo

6. jove39

Posts: 2146; Member since: Oct 18, 2011

While you are making amends...also consolidate niti line up like before...x g & e only. No bs with 100 models.

7. Cat97

Posts: 1892; Member since: Mar 02, 2017

Smart move in the short term. But the Moto G5/Plus does not really deserve a Motorola badge. I don't think they can fool people for a long time.

8. JcHnd

Posts: 280; Member since: Apr 30, 2012

Wait... didnt some Lenovo guy said like two days ago that the Lenovo smartphone brand would NEVER dissapear?... I mean... I'm glad the actual motorola brand its coming back... but... can anyone just decide wich one its the real thing?

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