Lenovo liquidates Motorola brand

Chinese electronics manufacturer Lenovo plans to stop production of smartphones under the Motorola brand, Vedomosti reports , citing Alexei Klochkov, the executive director of Lenovo’s mobile unit in Eastern Europe. Now all the manufacturer’s smartphones will be produced under the Lenovo Moto brand, which will be presented to the public on February 26 at the MWC 2017 exhibition in Barcelona.

Lenovo in 2014 bought Motorola Mobility from Google for $ 2.91 billion. Motorola's main value was not the brand, but the technology and patents owned by the company.

According to the operator MTS, Lenovo devices occupy the third place in the Russian market with a share of 8%. The second place is occupied by Apple smartphones (11.1%), and the first - by Samsung (21.6%). According to other data, the share of Lenovo in December 2016 accounted for 7.5% of sales in Russia, while the share of smartphones under the Motorola brand was only 0.3%.
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The Motorola brand is being liquidated for several reasons. The first is that they have already managed to forget it thoroughly. Secondly, fans of the old Motorola are not interested in devices manufactured by Lenovo, since Motorola of a Chinese manufacturer is not real.

A representative of one of the retailers said that the elimination of the Motorola brand and the release of smartphones under the new brand of Lenovo Moto have little effect on sales. Now users in this niche are interested, first of all, in technical characteristics and price of the device, and only then - in the manufacturer.

Motorola is not the first in the past few years, a famous brand, liquidated by its owner. For example, in October 2014, Microsoft liquidated its previously acquired Nokia brand, renaming its smartphones as “Microsoft Lumia”, and then completely shut down production and resold this asset.