Lenovo will drop the Moto X brand and reintroduce it as the Moto Z, a recent leak suggests. The new Moto Z Play and the Moto Z Pure smartphones are expected to be announced at the Lenovo Tech World trade show on June 9.
The leak arrives via Evan Blass, who also recently speculated that the devices would feature a modular design. The decision to rebrand the Moto X, and not the fourth-generation Moto G range, suggests that the Moto X series may not be as successful as Lenovo would like.
Lenovo’s adoption of the Moto Z moniker could also affect Verizon-branded Moto devices. Blass wrote that successors to the Droid Turbo 2 and Droid Maxx 2 may instead have "Droid Edition" naming, such as the Moto Z Play Droid Edition and Moto Z Style Droid Edition.
Following the acquisition of Motorola from Google in 2014, Lenovo set out to restructure its business with two core brands: Lenovo Moto and Lenovo Vibe. Back in February, Lenovo announced that it had “achieved its stated goals of achieving breakeven in its mobile business four-to-six quarters after the close of the Motorola deal”.
What are your thoughts on the Moto X rebranding? Let us know in the comments.