LIBERTYVILLE, Illinois – Motorola is now designing all Lenovo phones. Motorola President Rick Osterloh told Digital Trends that the brand was far from disappearing and clarified that it is now one of two major Lenovo smartphone brands.

While the Vibe brand is designed for first-time smartphone owners and people who seek out lower prices, Lenovo Moto is focused on sophisticated buyers who prefer high-end features.

Among the advantages of working with Lenovo, Osterloh included the in-house factories, the wider scale and reach of the Chinese manufacturer and greater power to lower prices and gain access to the latest tech advances.

Motorola is now designing all Lenovo phones. Photo credit: Tech Arena
Motorola is now designing all Lenovo phones. Photo credit: Tech Arena

A for the cheap Moto G and Moto E, he said that these lines would continue even though the Vibe brand had taken over the market of affordable phones in several regions. The Vibe range is not likely to come soon to the U.S., but Osterloh suggested that could be possible in the future.

Motorola returned to profitability in the past quarter and has been making significant gains in markets like Mexico, Brazil and India. But the main target going forward is China, the world’s largest smartphone market. Osterloh also said he was hoping Lenovo could clear the way for Motorola to enter the high-end market in Europe.

Moto Maker improved

Moto Maker is a program that allows customers to personalize their phones by selecting their favorite colors and finishes. Osterloh revealed, according to Digital Trends, that the Moto Maker would expand in its reach to let customers personalize the hardware, enabling them to customize screen sizes or processors inside Moto phones.

The program will also be available on more Moto phones and more countries in the near future.

Motorola’s future is not very promising, though

Motorola used to be a giant of the phone world, but now it is just one of Lenovo’s mobile brands. It is comparable to Vibe, Yoga ThinkPad, Phab, and Medion. The company lost $4.3 billion from 2007 to 2009 and on January 4, 2011, was divided into two independent public firms: Motorola Mobility and Motorola solutions.

On May 22, 2012, Google CEO Larry Page announced that its company had closed on its deal to purchase Motorola Mobility, but two years later he announced that the firm would be acquired by Chinese technology company Lenovo for US$2.91 billion. Lenovo finalized its purchase of Motorola Mobility on October 2014.

Source: Digital Trends