It's not only in the song that the comebacks are difficult.
In mobile telephony too.
Since its takeover in 2015 by the Chinese Lenovo, Motorola has played the card of eternal return.
The brand of American origin, however, has some strengths in its game.
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First of all, she is known.
Millennials remember mythical models, like the Razr.
The youngest see it as a vintage brand.
The challenge is to make it again an attractive product for generation Z, prescriber of trends in smartphones.
Motorola has some serious competitors in front of it, starting with the other Chinese phone manufacturers Xiaomi and Oppo who rely on communities of “fans” to establish their notoriety.
Like them, “Moto” can hope to gain the market share left vacant by Huawei, weakened by US sanctions.
Clearer positioning
To relaunch, Motorola did a little cleaning.
No more hesitation on its name, oscillating between Moto, Motorola, Motorola
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