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

Dan Thorp-Lancaster