Lenovo will reportedly phase out the famous ‘Motorola’ brand of mobile phones.
Since Lenovo acquired Motorola Mobility from Google in October 2014, the Chinese vendor had continued to maintain a Motorola line of phones in addition to the Lenovo range. However, it is understood that the two businesses will now unify.
CNET first reported the change, quoting Motorola chief operating officer Rick Osterloh: "We'll slowly phase out Motorola… and focus on Moto."
The ‘Moto’ brand will reportedly represent the high-end mobile phones while Lenovo’s own Vibe label will be applied to the budget end of the range.
CRN has contacted Lenovo but had not received a response at the time of writing.
The Motorola label holds significance in the history of mobile phones. In 1973, the company became the first to demonstrate a mobile cellular phone.
In the 1980s, its ‘brick’ DynaTAC phones were trailblazers in the analogue era. Then in the 1990s and 2000s Moto flip phones were ubiquitous in the digital age.