Why the Motorola name is taking a back seat to Moto and Vibe

After revealing in an interview that Motorola would be placing its future focus on the Moto and Vibe brands, the company has published a blog post going further into its thinking behind the move.

To kick things off, the company says that, while the "Motorola" company brand will be taking a backseat in favor of Moto going forward, Motorola Mobility isn't going anywhere. It will remain as the driving force behind the engineering and design work for Lenovo's Mobile Business Group.

However, the company concedes that brands must evolve, which has led to the decision to focus on "Moto" as the company's primary brand. Motorola continues:

Now, as we have to think more holistically about our entire smartphone portfolio, we've made the decision to focus our marketing efforts on "Moto" and "Vibe" as our hero smartphone product brands globally. At the same time we are not abandoning the iconic Motorola brand. Although it will not be the focus of our marketing, it will continue to be used on packaging and elsewhere, so as to ensure that the rich history and association is never lost. The legacy and the goodwill associated with the Motorola brand will also live on through our licensees.

Motorola also says that it will now leverage the Lenovo brand as a way to tie together the Vibe and Moto brands in one product ecosystem. Be sure to click through to the source link below to check out Motorola's full blog post in detail.

Source: Motorola

71 Comments
  • Inb4 "Lenovo Motorola Moto X Pure World Edition XL"
  • Why, lenovo, why? Posted via the Android Central App
  • Did you expect anything different from Lenovo ?
  • Well hopefully they keep the nano coating and continue to make sturdy phones w good features. The moto features are really what separates motorola from other "close to stock android" phones. Sent with my white Note5 with nonremovable back and no SDcard!
  • No... Just because of this they will ditch the nano coating, and also make the phone super flimsy too. Posted via the Android Central App
  • lol Posted via the Android Central App on the Moto X Pure Edition
  • LENOVOROLA Posted via the Android Central App
  • Motonovo Posted via the Android Central App
  • Mojojojo
  • Sounds like straight out of Assassins Creed - "Savonarola" (spoken in Ezio accent, of course) Posted via the Android Central App
  • LOL Posted via the Android Central App
  • Okay. Now I feel a little better about this. Dam It Feels Good To Be A Google Gangster
  • I don't. I haven't felt good about anything having to do with Lenovo owning Moto. Moto X 2013 (U.S. Cellular)
  • You would if you bought a pure edition Posted via the S6 Active
  • I doubt it. Moto X 2013 (U.S. Cellular)
  • Exactly, Lenovo is the problem, not the name. Lenovo is the company caught installing spyware on their computers. Is that who you want building your smartphone? Posted via the Android Central App
  • I knew the tin foil brigade would represent.
  • I knew the ******* brigade would represent. Moto X 2013 (U.S. Cellular)
  • It is only common sense to be suspect of a manufacturer which introduced spyware into their computers without any disclosure. Posted via the Android Central App
  • It's not a wacky conspiracy if it really did happen
    http://hackaday.com/2015/02/19/lenovo-shipped-pcs-with-spyware-that-brea...
  • Truth hurts.
    And I'm a Motorola loyalist. Posted from my Droid Turbo
  • I knew the ... its all good brigade.... would say it was nothing to worry about. Privacy is so 2000's.
  • Surprise surprise, the internet overreacts again.
  • Most of them hated Motorola to begin with. Typical knee jerk reaction Posted via the S6 Active
  • I really hope they keep the general design and Moto maker for the Moto line because Motos are some of the nicest looking phones on the market imo.
  • Guys, it's just a name. Stop freaking out. Moto X Pure Posted via the Android Central App
  • Wow. Moto X 2013 (U.S. Cellular)
  • Well at least stop freaking out that their products are gonna go to ****. That we will just have to wait and see. Posted via the Android Central App
  • No. It's history.
  • That's exactly what Phil is going to say on the podcast next week. Posted from my Nexus 6/Nexus 7 2013/Surface Pro 3
  • I don't see anyone freaking out. But it is a sign of things to come. It represents a company mindset and yes, that will be reflected in the product. It is something to be aware of. Change happens slowly in companies the size of Lenovo. Should be interesting.
  • Bandaid on the bad publicity. Words are words, actions are actions. We'll see. Posted from Mars using the
    Illudium PU-36 Posting Modulator
  • Unfortunately, Motorola will fade to black like Nokia. Posted via the Android Central App
  • Nokia still holds a lot more goodwill and consumer awareness than Motorola. Also, Nokia didn't fade to black. They took a small brake which ends this year ;) Posted via the Android Central App
  • Don't hold ur breath. The Nokia N1 hasn't been released in Europe and it was supposed to in mid 2015, i was looking to replace my nexus 7 with one this new years Eve, pity I couldn't. It is only available in two countries; China and Taiwan. Obviously, they lost their product channels. In any case, they better come back, it will be better for the competition. Let's just hope that they don't forget their European neighbours, not asking for much, am I?. Posted via the Android Central App
  • Actually the N1 was not meant to be widely spread. It was more of a proof of concept. A test to the new business model if you will. Yes, it's weird that they didn't bring it to Europe BUT if you think about it, being just a test, it's not a surprise that Foxconn decided to only test close to home in the end. But the test was a success. All the batches of N1's sould out in less than 10 minutes (often less than 5) and things seemed to go pretty well. The upcoming products however will be rather different as it looks like Nokia will also be taking charge of the marketing on top of the software and hardware design and quality control. The OEM partner will likely be Foxconn again BUT it's not set in stone. The Nokia OZO, for example, is being manufactured in Finland. So who knows, maybe Nokia gets an European OEM partner for the smartphones (I surely would rather have an European company building the phones instead of a Chinese one. Not to mention the quality of build that Nokia accustomed people to was the one they provided when the devices were manufactured in Europe. Once Eflop took manufacturing to China and Asia there was a bit of a drop in quality control and build. For example the Lumia line gave me a lot more problems in 3 years of use than the other Nokia phones gave me the 12 years before.) Don't worry. Have faith and hold on. Now that they're free of the Microsoft deal, Nokia is finally putting all boilers to work to go full steam ahead. Who knows, we may hear something already at MWC (although I would expect something more around IFA).
    And no, Nokia will not forget Europe ;)
  • Nokia is gone. Posted via the Android Central App on my Frost Nexus 6P
  • RIP Posted via the Android Central App on the Moto X Pure Edition
  • I wouldn't go far as to say they are gone. They just are not a significant player in phones anymore. They were one of the best and it would be nice to see them come back. Although I don't know why they would, there is no profit in the phone market anymore.
  • Nokia faded to black, it is too late for Nokia now, they are the past and Motorola will go the same way, down. Posted via My Nexus 6 with Marshmallow goodness
  • Motorola as we knew it is already gone. Lenovo just has not fully implemented their corporate strategy into Motorola. They aren't stupid. If what is there sells phones, they haven't yet messed with it to much. But that is about to change. If you want a good example of what Lenovo will do, just look at what they did with IBM computers (Thinkpads) company that they bought. Not saying it is all bad, but the Motorola of a couple years ago is already gone.
  • No Posted from my Droid Turbo
  • Article was a hard read. It's well written enough, I just really don't care what moto are calling themselves. Posted via the Android Central App
  • .nobody does but they pretend to on the internet Posted via the S6 Active
  • Haha agreed Posted via the Android Central App
  • This will work out in the consumers favor as well as Lenovorola. Motorola designs and builds all Lenovo branded smartphones, Android wear, etc... Leverage cheap manufacturing and quality build, like One+ and Huawei. Moto will thrive amongst the Americas and maybe even Europe and Asia. Vibe will probably be the choice for prepaid providers here in the states further giving recognition to the company as a whole. And as long as Lenovo keeps themselves out of developing Android itself, we should continue to see nexus like experiences with Moto enhancement. At any rate, when my Moto G got Marshmallow, I saw the new Lenovo logo on first boot. So its already begun. Posted via the Android Central App
  • Motorola has absolutely no brand power in Europe. They haven't had it for well over a decade. Posted via the Android Central App
  • Aside from droid on vzw they don't have one here either. And I owned a 2013 x and recently a 2015 pure. Posted via the S6 Active
  • In your opinion. Moto X 2013 (U.S. Cellular)
  • Numbers speak louder than my "opinion" Posted via the S6 Active
  • Numbers are "subjective". Moto X 2013 (U.S. Cellular)
  • They have had a Renaissance here in the UK. Lots of moto g's, don't know about the rest of Europe though. Well, it is going to be short lived with that "Lenovo" brand on top. Posted via the Android Central App
  • Yeah I see a few Moto Gs while I'm out and about. I don't think I've ever seen a Moto X though. Posted via the Android Central App
  • Motorola is strong again in the UK, India (via Flipkart), and Brazil. Posted via the Android Central App on the Moto X Pure Edition
  • My initial reaction would be to stomp the damn thing. Then I would probably cool off and go buy an iPhone. No probably not. Moto X 2013 (U.S. Cellular)
  • Motorola Nexus 6/Motorola Moto G 2015 FTW!!! Dam It Feels Good To Be A Google Gangster
  • I feel out of touch. I don't think I've heard of Vibe Posted via the Android Central App
  • They just announced it. Posted via the Android Central App
  • The Vibe line has been going for at least a couple of years.
    I don't think it's been sold in many Western markets though
  • Still trying to get used to it.
  • I still don't get what this strategy means for the existence of the Moto E and Moto G phones. Are they just going to disappear? I mean, the Vibe line is now going to be representative of the budget line, and the Moto line is going to be the one of expensive phones so... Are these phones going to be rebranded as something like Vibe Pure E and Vibe Pure G?
  • I don't think they'll make any more Es, but the Moto G is too popular to change the the name of, surely they'll stay the same. Posted via the Android Central App
  • This might be a good strategy and something HTC should consider.
  • I guess the alternatives weren't that attractive, Motonovo, LeMotoNovo, Lenovorola.
  • Moto is still Motorola right? Posted via the Android Central App
  • Yup. Posted via the Android Central App on the Moto X Pure Edition
  • Because it is not an American company anymore?
  • Actually, this change makes sense as the Moto X and Moto G are known as such, not Motorola X, Motorola Moto X, etc. The only thing that we'll have to look out for in the future is if Lenovo starts developing software for the phones which I hope will never happen. Cynicism Evolved
  • The industrial part of Motorola still exists and they build bar code readers, terminals and of course radios. I could totally see Lenovo not wait ng to leave that brand out there when another company uses it too. They used it to launch and now they move on. Makes sense to me. Posted via the Android Central App
  • "our hero smartphone product brands..." ?
  • Predicted this I believe in my comments of the Motorola article last month. I am no genius, but I can look at what Lenovo did when they bought IBM. I can predict what will happen next just by looking at that. I wish I were wrong, as Motorola was one of my favorites. For those of you who want to hang on to the idea that they are going to keep going like they were under Google, it sure makes for entertaining comment reading. Lenovo already makes phones, tablets and computers. That is the future of the Moto phones. They just bought the customer base. RIP Motorola, another USA Icon gone.