Lenovo Will Retain "Motorola" Branding After All

By Justin Lee , Mar 03, 2017 03:10 AM EST

Motorola has been owned by Lenovo for some time now and so far, the "Motorola" phone lineup is still present in the smartphone market. However, last year, Lenovo mentioned that they are eventually getting rid of the "Motorola" name. The company said that they will instead go by the "Moto by Lenovo" moniker for their smartphone lineup. Needless to say, the company has changed its mind and Motorola will keep its name as is.

Motorola Branding By Lenovo

As it turns out, the company was in a confused stage when they shared their plan to get rid of the Motorola branding. Aymar de Lencquesaing, Chairman and President of Motorola, says that they just finished transforming themselves last year. Now, de Lencquesaing shares that they have a clearer vision as to how they want to present themselves. With that, the Motorola branding won't be phased out anytime soon.

The Chairman says that they will be reinvigorating their most forward-looking product which is the Moto Z. This phone brings the modular concept and Moto Mods to the market and makes a very valid option to the people who love the idea of Mods. De Lencquesaing says that Moto Z will soon have an expanded scope and will come to more carriers in the US.

Lenovo To Motorola Shifting

As per CNET, Lenovo will soon migrate to the Motorola brand in all its markets. However, de Lencquesaing says that the timing will have to depend on each of the regions' demand. For instance, in Brazil, Motorola is going strong as a brand. In Russia on the other hand, Lenovo performs better in the market.

Chief Marketing Officer of the company, Jan Huckfeldt, says that it was foolish to throw the Motorola name overboard. His plan is to use the original DNA of the brand and bring Motorola back to being a premium smartphone name. In the US, Huckfeldt hopes that expanding the phones' distribution will do the trick. He proclaims that all that the company needs is 12 months and they'll be able to re-introduce the new Motorola into the market.

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