Motorola COO Rick Osterloh announced during the 2016 Consumer Electronics Show in Las Vegas, Nev., that the brand name Motorola will slowly be phased out this year.
Motorola is a pioneer in the mobile industry, being the first brand to invent the hand-held Walkie-Talkie and the first cell phones, according to CNET.
The company was able to follow those pioneer products with different products, including smartphones, smart watches and Bluetooth headsets, but it was never able to come out strong against the rest of its competition in the market. It was bought by Google in 2012 and later sold to Lenovo in 2014.
While Lenovo has expressed the end of Motorola, it will retain the batwing-like "M" icon, which, from hereon, will be dubbed "Moto by Lenovo." It will also add its own blue logo to strengthen the connection between the two known brands, according to Fox 8.
Attaching Lenovo's name to Motorola products is a play that aims to make Lenovo a more familiar name for Android users, which are known to have a liking for Motorola products.
Lenovo has also decided to retain the production of Moto X and Moto G series, as these products fit the goal to use the Moto brand for the high-end smartphones, while the company's proprietary Vibe series will focus on the budget phones, The International Business Times reported.
Lenovo also shared during the CES that the name Motorola will still exist, but only within the company.
