BEACON TRANSCRIPT – In 2014, Lenovo purchased Motorola from Google, and decided they would slowly give up the Motorola name. However, erasing the entire legacy of this iconic phone was impossible, so they found a compromise to both preserve its history and highlight the new ownership. Therefore, they chose the name Moto by Lenovo.
Preserving the old Motorola legacy
Lenovo wanted to introduce their name and image in the classic phone, but destroying its identity could have been too high a cost to pay, so they found a way in intertwine both the old and the new. The former Motorola, now called Moto by Lenovo, still preserves the batwing logo which makes the brand recognizable everywhere.
At the same time, Lenovo managed to leave their own signature by designing one of the ‘smartest’ smartphones on the market. What the company did, in fact, was to revive the brand and equip it with the most advanced technology available. Moto Z Force, their latest device, shows how Motorola returned stronger than ever.
Clever marketing for the upcoming Moto devices
Jan Huckfeldt, chief marketing officer at Motorola, said that Lenovo made a smart move with promoting the new devices. In all countries but India, Lenovo made its own logo as smaller as possible, and promoted the phones as Moto. This is a great strategy, since the nostalgia for the classic cellphone is a great tool to produce sales.
“We want everyone to immediately recognize a Motorola phone.”
A recent leak shows the upcoming devices Lenovo has prepared for 2017. The Moto brand will consist of 5 different lines, Z, X, G, E, and C. Despite the different names, they will be quite similar in style and aspect. The company officials promise to offer great technology and advanced features and bring the classic brand back on top.
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