Motorola has some of the most competitive smartphones in the market. However, a new report indicates that the Motorola brand will soon disappear. The handsets manufactured by the company will be sold as Lenovo phones.

According to CNET, the Chief Operating Officer of Motorola, Rick Osterloh, made an announcement during the ongoing Consumer Electronics Show (CES) 2016 at Las Vegas that the Motorola brand will be phased out soon.

Motorola, Inc. brand had suffered huge losses from 2007 to 2009. It resulted in the split of the firm into two parts, Motorola Mobility and Motorola Solutions. The Motorola Mobility division continued to manufacture smartphones.

Motorola Mobility was acquired by Google in 2012. In 2013, Motorola launched the first line of Moto X, Moto G and Moto E series smartphones. All three had good reception by the critics and users. However, the company was acquired by Lenovo in 2014. At that time, the Chinese firm had said that it will protect and build the Motorola brand.

The announcement made by Osterloh at CES 2016 suggests that the phasing out of the Motorola brand will result in the merging of the phone business of both companies. However, Lenovo will continue to sell high-end smartphones under the Moto moniker, whereas the budget phones will be available in the market with the Vibe moniker. In the near future, the Vibe series phones will be available in the US.

The Moto-branded smartphones that will be released in the future will carry a blue-coloured Lenovo logo as well as the M logo from Motorola. Lenovo is the largest PC manufacturer in the world, but it is not a well-known brand in the smartphone business. However, the phasing out of Motorola brand will help more people get acquainted with the Lenovo brand through the popular Moto series smartphones.

RELATED STORIES