Lenovo, the parent company of Motorola, highly specialized in manufacturing technological devices, has recently decided to entirely stop using the name “Motorola” on its smartphones from this year. As a replacement, the company has decided to use the name “Vibe” for its cheaper phones and “Moto” for labeling its highly sophisticated and expensive smartphones.
According to the Chief Operating Officer at Lenovo who announced the following message on CNET on Thursday, “We’ll slowly phase out Motorola and focus on Moto.”
The company has never used the name “Motorola” on any of its devices since 2013 and starting from today, will be labeled as “Moto” by Lenovo.
Despite abandoning the name, Lenovo will continue to utilize the batwing logo of Motorola on its devices and continue using the name in various types of businesses. According to the CEO of Lenovo who stated that “It’s our treasure, we plan to not only protect the Motorola brand but make it stronger.” This was stated after signing the contract and making the deal. Ever since Google acquired Motorola cell phone company in 2012 and sold it after 2 years, Lenovo sustained its production capacity for delivering the best product.
According to business analysts and researchers, lack of branding and marketing tactics caused Motorola to fail in the market, whereas Apple and Samsung are both leading companies in terms of business. Lenovo with the right branding sense and resources have the caliber to compete in the market.
Since Lenovo is one of the leading PC manufacturers, the company will still require a long period of time to establish itself in cell phone market. However, with Motorola’s name, there is still a huge window of opportunity for this to succeed.
