Lenovo has been trying to restructure its mobile business, ever since its acquisition of Motorola. Recently, Lenovo announced that the company would sell phone only under its Moto brand. Today, in an interview with India Today an official from the company revealed that it’s going to discontinue its Lenovo Vibe series of smartphones in India.
Lenovo has mostly stopped introducing new phones under its brand name in India. It is rather focusing on its Moto range. Very recently it launched its Moto Z2 Play in the country. Incidentally, unlike other Moto phones, the Moto Z2 Play would be available via offline retail. This is possibly a result of Lenovo’s changing business model.
Starting from today, the Chinese OEM would stop launching any further devices under its Lenovo Vibe series, claims Lenovo’s VP of Global Marketing Jan Huckfeldt. It would, however, continue to launch a few Lenovo branded devices here and there. This makes us believe that the company would introduce its ZUK branded devices as Lenovo in India. Just like the way, they did with the Lenovo Z2 Plus.
Besides, it would also launch some budget devices under the Lenovo brand. These devices are expected to be available mostly via retail stores. This effectively means, that while the international market will cease to see any phones under Lenovo brand name, but that won’t be the case in India. Jan Huckfeldt insists that unlike other markets, Lenovo and Moto branded smartphones have succeeded to coexist in a market like India.
Lenovo currently has three brands under its stable. These include ZUK, Moto and its own Lenovo brand consisting of Vibe and K series of smartphones. After announcing Moto as its new and only smartphone brand, Lenovo has launched a number of Moto branded devices.
Previously Motorola, now called Moto consisted of only a few smartphones. These included the budget Moto E, midrange Moto G and a premium Moto X range of devices. The new Moto lineup, however, has expanded to include a large number of offbeat devices starting from Moto C and Moto M. Instead of targeting three different categories with three separate smartphones, the rechristened Moto has started launching a slew of devices like Samsung.
Lenovo’s VP further claims that the main idea behind this is to use perceived brand value associated with a Motorola device. With Moto, Lenovo aims to carve a niche for its own range of device alongside that of Moto while using Motorola’s high brand value.