Lenovo has decided to discard the Motorola brand name in 2016. The high-end smartphones still carrying the brand name, will be transformed into "Moto by Lenovo".
Moto by Lenovo
Lenovo decided to go ahead and change the name as it wants to sell all of its smartphones under 2 specific brands: the more expensive models will become "Moto by Lenovo" while the "Vibe by Lenovo" is for the cheaper smartphones. Lenovo COO, Rich Osterloh, revealed the decision at the Las Vegas Consumer Electronics Show.
The Motorola brand name will also disappear in markets where Lenovo has no smartphones, like in Europe. Lenovo's smartphones are mainly found in Asia, but the decision means Motorola will disappear everywhere.
Lenovo paid 2.9 billion dollars (2.7 billion euro) for American Motorola in 2014, which used to be one of the world's largest mobile phone brands, but it faded into obscurity when smartphones arrived. Now, it will no longer be visible anywhere.