Motorola becomes “Moto by Lenovo,” batwings retained
Update: Motorola has released an official statement saying that Motorola Mobility will continue existing as a subsidiary of Lenovo.
Motorola Mobility continues to exist as a Lenovo company and is the engineering and design engine for all of our mobile products. However, for our product branding we will utilize a dual brand strategy across smartphone and wearables going forward using Moto and Vibe globally. ‘Motorola’ hasn’t been used on our products since the launch of the original Moto X in 2013.
Our original story is below.
Also known as “the end of Motorola as we know it.”
Motorola Mobility COO Rick Osterloh told CNET that the company will be no more as parent Lenovo will take its time rebadge the “Moto” Android smartphone brand as “Moto by Lenovo.” This comes after Beijing-based Lenovo consolidated smartphone production to the Chicago-based facilities of Motorola as it tries to rally revenues in mobile.
Google acquired Motorola in 2012 and oversaw the company’s refresh of its smartphone line, beginning with the Moto X in 2013. The search giant then sold the company to Lenovo in 2014 amid concerns from other Android OEMs that Google had a horse in its own game.
Lenovo CEO Yang Yuanqing said that it would protect and strengthen the Motorola brand once the deal was finished.
The labeling strategy going forward would be to saturate markets where both parent and child companies have presence in with both Moto-branded and Lenovo’s Vibe and/or Lemon-branded smartphones — at some point, that will include the US. The Moto brand would be imaged more towards the upmarket.
The so-called “batwing” symbol will continue to identify what soon may be “Moto X by Lenovo” and “Moto G by Lenovo” phones.
Motorola Solutions, the telecommunications-focused half of what was spun off when Motorola split apart in 2011, retains its name and the same logo.