This is sad news for die-hard Motorola fans, days are limited for iconic Motorola branding. Soon you will be witnessing Motorola’s iconic phones like Moto X with Lenovo branding. This, however, isn’t totally out of the blue. Ever since Lenovo bought Motorola in 2014, this was on the cards. Now, Lenovo aims to keep the Motorola alive under a new unified umbrella.

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These developments were made public by the Chinese tech giant at the Consumer Electronics Show (CES 2016) in Las Vegas. Even though Motorola will be replaced by Lenovo on the devices, the company will keep Motorola alive and will use it in corporate perspective only. The essence of Motorola phone will continue to be part of phones which will be launched under sub-brand Moto and they will continue to feature iconic Moto logo or the M symbol on the devices.

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Lenovo’s management has put in a lot of thought for restructuring the brands. Moving forward, Lenovo plans to launch most budget range phones under the umbrella of Vibe series while most of the premium or flagship phones will be introduced under sub-brand ‘Moto’.

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CNET first broke the story on Lenovo’s plans. Motorola has confirmed the news and told us that Lenovo will be using Moto will be used as a sub-brand to launch new high-end phones and wearable devices.

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For decades, Motorola been at the pinnacle of mobile technology and also touted as the first mobile phone manufacturer. In 2012, Google acquired Motorola for $12.5 billion and one year down the road sold it to Lenovo for $2.9 billion. At that time, experts deciphered Lenovo accruing Motorola a move to gain popularity as mobile phone brand across Chinese borders. By that time, Lenovo was primarily considered as PC maker, not as a prominent smartphone manufacturer.

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