Lenovo Aims for Motorola to Become the Third-Largest Smartphone Brand Worldwide in 3 Years

• A high-ranking executive from Lenovo, the Chinese tech company that owns Motorola, predicts that Motorola will secure the third position among global smartphone manufacturers within the next three years.

• This projection aligns with the company’s growth strategy, particularly emphasizing the premium segment of the market, currently dominated by Apple and Samsung.

• Matthew Zielinski, Lenovo’s Executive Vice President, highlights the introduction of the foldable Motorola Razr smartphone as a strategic move aimed at penetrating the competitive premium market.

READ MORE: Google Unveils Its Latest Foldable Smartphone

In Davos, Switzerland, a top executive at Chinese tech giant Lenovo, the owner of Motorola, projects that Motorola will secure the third position among global smartphone manufacturers in three years. Lenovo, the world’s largest personal computer maker, acquired Motorola from Google in 2014 and has been strategically elevating the brand’s positioning in the higher-end smartphone market to compete with industry leaders Samsung and Apple.

The revival of the iconic Motorola Razr as a foldable smartphone in 2020 has contributed to the company’s success. Matthew Zielinski, Lenovo’s Executive Vice President, expressed at the World Economic Forum that the company’s focused efforts on revitalizing the Motorola business are yielding positive results.

Zielinski confidently stated, “I would bet a paycheck that in three years we will be number three around the world,” outlining Lenovo’s ambitious goals with Motorola. Currently, Apple and Samsung dominate the global smartphone market, holding a combined 40% share, while Motorola and Lenovo together account for around 4%, ranking eighth globally according to Counterpoint Research.

Despite its global position, Motorola is the third-largest smartphone vendor in the U.S. by market share and the second-largest in Latin America. Zielinski outlined a targeted geographic approach to growing market share, aiming for a stable increase in existing markets until reaching a 10% share, which will positively impact global standings.

The growth strategy emphasizes the premium segment of the market, where Apple and Samsung dominate. Foldable devices, such as the Razr, fall into this category due to their higher price tags. Zielinski described the Razr’s launch as “taking a stab at the premium market.”

Notably, Zielinski highlighted Lenovo’s strategic focus on India, considering it one of the most crucial countries for the company. Lenovo is prepared to scale up its manufacturing plant in Pondicherry, India, aligning with the Indian government’s push for electronics makers to produce goods within the country. Zielinski emphasized Lenovo’s commitment to the Indian market, citing the leap to 5G, technological accessibility, portfolio diversity, and ongoing discussions with the Indian government as key factors in their strategic approach to the region.