Goodbye Motorola, the brand will disappear slowly from smartphones.

An executive at Motorola said that Lenovo will move away slowly from the American brand, with high-end devices that will be identified as Moto by Lenovo.

Motorola, one of the pioneer companies in the mobile, is about to leave. This was announced by Rick Osterloh, COO of the company, in an exclusive interview to CNET: ” Check out of Motorola and slowly we will focus on motorcycles, ” said the manager of the company in that of Las Vegas at the annual CES. The news is particularly surprising considering that in August plans Lenovo looked very different.

Motorola was bought by the Chinese company in 2014, when it still belonged to Google, to the tune of $2.91 billion. The Mountain View company has maintained patents and certain divisions, while Lenovo was looking for a brand to try to penetrate western markets in the category of smartphones. The Chinese announced it would abandon the Lenovo brand on the mobile, using instead the one just acquired.

So it will not be. The name Motorola will remain as a division within the corporate ownership of the Chinese producer and the logo depicting the M company will continue to be imprinted on the devices, but on top of the range, the brand will be renamed in Moto by Lenovo. The low-end devices will be branded as Vibe and could reach western markets, although not before the end of 2016.

The maneuver rebranding has probably the aim to introduce Lenovo in the mobile even in Western markets by exploiting the consolidated brand Moto. It is clear that in this, way leaves a mark that has stood for years in the field of Android devices, in spite of all the assurances that gave Yang Yuanqing, CEO of Lenovo, immediately after the announcement of the acquisition billionaire.

” Motorola is our treasure, ” he said. ” Not only do we protect the brand, but we will make it stronger than ever. ” But unfortunately, as it was easy to expect, it will not go well.