Lenovo will refuse the Motorola brand

The Chinese company Lenovo, who bought Motorola Mobility from Google for $ 2.91 billion in 2014, will refuse to release smartphones under the Motorola brand, the Vedomosti newspaper writes.

As Alexei Klochkov, Executive Director of the Lenovo mobile unit in Eastern Europe, told the publication, all Lenovo smartphones will be sold under the Lenovo Moto brand, and the production of smartphones under other names (Vibe, Motorola, etc.) will cease. The company will present the first smartphones Lenovo Moto on February 26.

According to the analytical company Gartner, Lenovo is currently not included in the five world leaders in the supply of smartphones. At the same time, it follows from the materials of Lenovo that the company takes 4th place in the global smartphone market (not counting China). At the same time, according to MTS, according to the results of 2016, Lenovo in the Russian market, excluding Motorola devices, took 3rd place among manufacturers with a share of 8%. The Chinese company lost only Samsung (21.6%) and Apple (11.1%).

According to the leading analyst Mobile Research Group Eldar Murtazin, the connection of two brands is not a very good idea. According to Murtazin, Motorola fans will not buy these devices, since these are “fake” Motorola, and Lenovo devices are attractive not because of the brand, but because of the ratio of price and quality. At the same time, the analyst noted that Lenovo attempts to promote in Russia the Motorola brand showed that they had already forgotten him.

In turn, the President of Euroset Alexander Malis believes that Motorola in Russia is remembered, and the use of the Moto brand can bring Lenovo additional sales and loyalty of customers.

Finally, an employee of another retailer is sure that Lenovo Moto’s entering the smartphone market, instead of Motorola devices, is unlikely to affect Lenovo sales, since buyers will be interested in the characteristic and price of a smartphone, not its name.