Motorola explains Lenovo’s rebranding plan
The announcement yesterday that Lenovo would be phasing out the Motorola name turned quite a few heads in the mobile industry. Some users were confused about what this meant for the future of Motorola and the Moto line. Today, on their official blog, Motorola posted a lengthier explanation of Lenovo’s actions and ensured audiences that the two corporate entities were working together in this endeavor.
The primary thing the company wants to convey is that Motorola Mobility is here to stay as a central part of Lenovo’s corporate architecture. The team, though a wholly owned subsidiary of Lenovo, still has the same people designing and manufacturing devices. The idea is not to get rid of the company as a design entity, but rather to simplify branding of Lenovo products. In a sense, the distinction between Motorola and Moto has become rather meaningless, so while the team looks like it will still internally be referred to as Motorola Mobility, the full name will begin to vanish from devices.See also: Motorola is going away, says Lenovo
The ‘batwing’ logo that used to represent the company as a whole will remain as it transitions into representing the Moto line, which will continue production alongside Lenovo’s own brand of Vibe. The idea is to create a line of high-end devices developed by the subsidiary team and marketed as Moto alongside a line of budget devices that will wear the Vibe brand.
This post is ensuring fans that this rebranding is a change in marketing, not a change in product development or design. Prior to being purchased by Google in 2012 and subsequently Lenovo in 2014, Motorola was one of the largest names in the mobile industry, especially through the mid-2000’s. Lenovo, although a large name in the computer industry, is not as recognizable in the mobile field and is seeking to parlay Moto’s brand recognition into better sales for their products across the board.
What are your thoughts of this explanation of how these things are shaking out? Let us know in the comments below!