Lenovo is pulling the trigger on the brand Motorola, once again. Unlike the Indian market, Lenovo and Motorola don t really enjoy a large presence in the US, where LG and Samsung are de facto for the premium Android smartphones. Lenovo, however, wants to change that, and it will be sacrificing its Lenovo branding from all the Motorola phones. The revival efforts also include an increased focus on the premium segment. Also Read - Redmi Note 10S vs Moto G40 Fusion: Comparison of specifications and pricesAlso Read - Lenovo Legion gaming laptops with updated Intel 11th Gen H series processors launched
Not that we were not aware of Lenovo s intentions of reviving Motorola brand in the US, Jan Huckfeldt, Motorola’s chief marketing officer, in a recent interview with Android Central, gave more clarity about these future efforts. For starters, there will be a lot of Motorola and less of Lenovo in the future. The company is now putting all of its weight on the Moto brand, which kind of makes sense it has that nostalgia element and perhaps perceived as a more reliable brand. And this is why Lenovo never overrode the Moto branding from its smartphones. Also Read - Top 5 smartphones with great battery life under Rs 20,000 in May 2021: Poco X3, Moto G60 and more
A year ago, we weren’t in a good spot,” Huckfeldt admitted. “We didn’t really handle the challenges [of being integrated into a larger company] well.” “On average, people consider two brands when shopping for something like a phone. They go in and they have something in mind already, he further said.
A few months ago Motorola Chairman and President Aymar de Lencquesaing had expressed similar intentions towards reviving the Motorola branding. Huckfeldt, on the other hand, had then claimed, Give us 12 months, and everyone in the US will know the new Motorola. ALSO READ: Lenovo to revive Motorola brand globally, scraps future smartwatch plans
The statement, however, quickly led to speculations that the company might do away with Lenovo-branded phones altogether. Though later rebuffed, the move could have a significant on the company s presence in India wherein Lenovo and Motorola both co-exist and some of the phones like Moto E3 Power and Lenovo Vibe K6. Lenovo-Motorola combined have been top selling brands online, and is in a close contest with Xiaomi for the second spot in this space.
We will continue with the dual-brand strategy in India and in some other markets. That s the way it had been and will continue to be. How will we evolve over the period of time? We are on a transformational journey. We are looking at different geographies and seeing how consumers see us as and we will evolve from there, Motorola s India head Sudhin Mathur had said shortly after Lencquesaing s remarks. ALSO READ: The Lenovo-Motorola dual-brand strategy in India is here to stay: Sudhin Mathur
For those who aren t up to date with the development, here s a brief background. As you know Motorola was once a prominent player in the mobile phone market, with its Razr series being highly popular worldwide. The company couldn t really catch up with the fast evolving market that was quickly migrating to smartphones. Later Google acquired the company but only to do nothing with the brand much. Back in 2014, Lenovo acquired Motorola.
While Motorola smartphones existed in the market, Lenovo had then started to make some giant strides in the smartphone segment and has been quite successful in the Indian market. A confident Lenovo revealed plans to use Moto by Lenovo branding the Moto phones. However, the plan has now been scrapped.
This year, Motorola is preparing a slew of new smartphone launches. According to rumors and leaks thus far, we are likely to see 2017 versions of Motorola Moto Z and Moto X series. Based on the statements from the top executives of the company, it appears Lenovo will be pushing premium Motorola phones in the US whereas it will continue to target markets like India and Brazil with affordable Moto E and Moto G series of phones. ALSO READ: Moto Z2 Force leaked press render shows off dual-rear camera setup, unibody design and more