Motorola's COO Rick Osterloh has announced that Lenovo will be phasing out Motorola brand.

During the Consumer Electronics Show (CES) 2016, Osterloh announced that Lenovo will phase out Motorola brand name, CNET reported. It means that the upcoming Motorola devices will not feature a Motorola moniker but will be launched as Lenovo devices

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After suffering losses from 2007 to 2009, Motorola, Inc. was split into two wings, Motorola Mobility and Motorola Solutions. The former wing that manufactures Motorola branded phones was taken over by Google in 2012. Under the search engine giant's camp, Motorola launched newer devices like Moto X, Moto G and Moto E in 2013

Motorola smartphones that came out in 2013 received good feedback from users. In 2014, Motorola was again taken over by Lenovo. When the company was acquired by the Chinese smartphone maker, the latter had announced that it would continue building the Motorola brand.

However, the situation has changed now as Motorola's COO has revealed that handset manufacturing businesses from both the companies will be merged. Hence, the Motorola brand will be phased out. It has been also revealed that Lenovo will continue to sell high-end smartphones manufactured by Motorola with the Moto moniker.

The budget phones that will release in the future will carry the Vibe moniker. Lenovo also plans to launch Vibe series budget phones in the U.S.

In future, Moto branded devices will sport two logos, one from Lenovo and other one would be M logo from Motorola. This strategy will help Lenovo to establish itself a bigger brand in the world of smartphones by selling the famous Moto series smartphones. Currently, Lenovo is well-known as the largest PC maker in the world.

Motorola Mobility has confirmed that it will adopt dual brand names, Moto and Vibe, for selling smartphones and wearables in the future. It added that since 2013, Motorola brand name has not featured on any of its products since the release of Moto X (2013), Phone Arena reported. It may so happen that Moto X (2016), Moto G (2016), and Moto E (2016) that will release later this year will help in popularizing the Lenovo brand across the world.