It’s the end of an era as the iconic brand name, Motorola, is set to gradually disappear from the world of consumer electronics. The well-known American multinational telecommunication company has a history spanning over 90 years, during which it became synonymous with innovation in mobile communication technology.

From inventing the first handheld mobile phone in 1973, to creating one of the thinnest flip phones on the market – the RAZR – Motorola’s name has been legendary. However, times change, and companies must adapt to remain relevant in a fiercely competitive industry. As part of a strategic move to streamline its brand portfolio and establish stronger ties with parent company Lenovo, Motorola’s brand name will slowly be phased out.

Lenovo acquired Motorola Mobility from Google in 2014 and since then has been working on integrating the business into its own. With Lenovo’s strong presence in the global PC market, shifting focus to mobile devices was a strategic decision for growth. Combining forces allows both parties to benefit from each other’s expertise and resources while focusing on new and innovative products.

The phase-out strategy involves dropping “Motorola” from product names, instead of relying solely on “Moto” as it represents the high-end smartphones within Lenovo’s lineup. The parent company is also opting for a dual-brand approach with its other lines such as Vibe for mid-range smartphones and Yoga for its lightweight convertible laptops/tablets.

While Moto (short for Motorola) will still remain a recognizable part of this new vision, many consumers will surely feel nostalgic about the absence of this once-dominant brand name. Dropping an established brand like Motorola might look like a risky move; however, Lenovo believes that by leveraging their own brand strength along with Moto’s focus on innovative design and features, they can better compete with smartphone giants like Apple and Samsung.

Though we bid a heartfelt farewell to the Motorola name, its legacy will undoubtedly live on through Moto products that will continue to deliver groundbreaking technology in the communication industry. As a final nod to an era of innovation and progress, it’s now time to say “Goodbye, Motorola” and welcome the new phase for this iconic brand as it moves forward under Lenovo’s wing.