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RIP, Motorola. Well, Sort Of. (Updated: Statement From Motorola)

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The Motorola brand name will soon be phased out by Lenovo, as the company tries to unify its phone products under one name. Lenovo will be the company name on Motorola phones in the very near future, according to Motorola COO Rick Osterloh, who spoke with CNET here at CES. It’ll be a slow phaseout, but don’t be shocked if the next Moto flagship doesn’t say “Motorola” anywhere on it. 

Lenovo plans to continue using the Moto line of products as its high-end offerings, so you could still have devices called Moto X or Moto G, but they’ll be Moto X by Lenovo now.

CNET reports that phones will start showing the blue Lenovo logo, but that the Motorola “M” batwing will still be used as well. So the entire image of Motorola won’t be gone, just the name.

Wait, are those tears? Are you crying? It’s OK, we are too.

UPDATE:  Here is the official statement from Motorola on this naming situation.

Motorola Mobility continues to exist as a Lenovo company and is the engineering and design engine for all of our mobile products. However, for our product branding we will utilize a dual brand strategy across smartphone and wearables going forward using Moto and Vibe globally. “Motorola” hasn’t been used on our products since the launch of the original Moto X in 2013.

UPDATE 2:  Here is the full statement on the changes.

As we work closer together, Motorola and Lenovo are aiming to streamline our overall product portfolio and focus on two product sub-brands — Moto and Vibe (known as Le Meng in China). In the last day or so, many articles and blog posts have focused on the fact that as part of these plans, the “Motorola” company brand will become less central to our marketing. We want to add a little context that was missing from these reports.

First, and most importantly, Motorola Mobility isn’t going away. In fact, just last August Motorola Mobility assumed a much more central role in Lenovo’s smartphone business. As a wholly owned subsidiary, we remain the engineering, design and manufacturing engine for all of the Mobile Business Group’s smartphones and wearables. Motorola’s engineering heritage is hugely important to this effort, and that isn’t going to change.

But brands do have to evolve, and ours has been evolving for some time. Over the years, we have made font and color changes, and more recently we made the strategic decision to focus on “Moto” as our primary product brand. “Moto” is synonymous with Motorola, and it conveys the Motorola brand to consumers in a contemporary and engaging way. That wasn’t the only thing that evolved — the iconic batwing was static blue or red for many years, and we made it fun and colorful. That symbol, which has come to represent the “Moto” brand, continues to play a prominent role, and will remain on our products and in our marketing.

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.

We also will now use the Lenovo brand to the fullest as we participate in one of the most competitive businesses in the world. Lenovo was recognized last October as one of Interbrand’s top 100 global brands. We are one of the few technology companies that can offer people a complete PC + tablet + smartphone experience and we see that as a major competitive advantage.

This latest move is all about where we focus our brand marketing efforts in the future. That will be on our two hero smartphone brands: Moto and Vibe, with the Lenovo corporate brand tying all of our consumer and commercial products together more holistically.

The Motorola legacy is near and dear to us as product designers, engineers and Motorola employees, and clearly it’s important to many of you who have had long relationships with us. We plan to continue it under our parent company, Lenovo.

Via:  CNET
  • Max

    Maybe HTC will make a comeback this or next year. The software side of things of Samsung phones have been getting better albeit very slowly.

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  • I want the Droid Cyborg. A phone that is also a drone!

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  • Kris Cortez

    “Kindly do it yourself, Mr. Moto”

  • James Philippon

    Another classic click bait, fear mongering title by DL.

  • CHRIS42060

    I thought one of the main reasons Lenovo bought Motorola was for the brand recognition to break into the US market? I guess that did not work out as well for them as hoped.

    • Brian Himes

      Funny thing is its their fault. All they needed to do was keep the business concept that google helped to develop and expand advertising. They went cheap and here we are. Sad part of this is Moto was making some really great phones and devices. I see things spiraling down.

  • Person Dude

    Hope support for devices made before this phasing out doesn’t falter. Does this mean the Turbo 2 is the last smartphone made under the Motorola name then?

  • Um…pretty sure my Nexus 6 has a big M on the back panel…that was Oct 14 but still

  • Hiran

    Will they get rid of the Verizon-Droid Lineup? I really like the Droid Lineup a LOT. Please don’t get rid of the Verizon-Droid Lineup.

  • psuturtle

    Google and Lenovo announced at CES that Lenovo is going to be doing the first Project Tango consumer device. Can’t wait to see all the ridiculous board drama that’s going to cause here. Probably like matter and anti-matter colliding.

  • Albert Didde

    Dang. Well at least it’s still technically a Motorola.

  • Dan

    Do they have a ThinkPad branded one for corporate types? I need a Moto ThinkPad Yoga X

  • Chris VanAnden

    I can’t wait for my next device to say “Moto X by Lenovo powered by Verizon Wireless”. Just want I’ve always wanted, more logos.

    • Brian Himes

      This is more akin to GM selling chevy to China and then they go and rebrand everything. It puts off loyal fans who are the core of the business.

  • moto fan today

    I don’t get all the hate, if you like the moto phones, with their unique take on form and function, why not support the engineers that designed them, no matter what they call the company?

  • paul_cus

    Boo, Lenovo.

  • Robert Danielsen

    Quoted from Dune by Frank Herbert

    Review, friends-troops long past review,
    All to fate a weight of pains and dollars.
    Their spirit’s wear our silver collars.
    Review, friends-troops long past review:
    Each a dot of time without pretence or guile.
    With them passes the lure of fortune.
    Review, friends-troops long past review.
    When our time ends on its rictus smile,
    We’ll pass the lure of fortune.

  • Stabby McKnifington

    Motorola and Motorola Mobility are two VERY different companies. I work in public safety and we get tons of our stuff from Motorola (based in Chicago). Most of them didn’t even know Motorola MOBILITY even existed.

  • BlackMaGiC1o0

    Looks like I won’t be returning back to the Motorola side. The fact that its gonna be called Lenovo makes me not even wanna deal with them anymore.