Electronics company Lenovo said it plans to phase out the Motorola brand name, CNET reported.
In an interview with CNET at last week’s Consumer Electronics Show, Motorola COO Rick Osterloh said the traditional “Motorola” name will be changed to “Moto by Lenovo” in an effort to protect and strengthen the classic brand by unifying it with Lenovo’s image.
Since acquiring Motorola Mobility in 2014, Lenovo has struggled to get the brand back on its feet.
In the three months ending December 2014, Motorola proved to be a drag on Lenovo’s earnings, forcing profit to dip 5 percent for the quarter.
In May 2015, however, Lenovo announced that Motorola gave a big boost to its mobile division, which saw sales of $2.8 billion.
In August 2015, the tide turned again as Motorola Mobility announced it was slashing 500 jobs at its Chicago headquarters as part of a major restructuring at Lenovo.
Despite the name change, CNET reported that Lenovo will retain Motorola’s traditional “M” logo.