Motorola is eyeing a spot among the top 3 global phone brands within the next three years

Lenovo’s Motorola says it is working towards becoming one of the leading smartphone brands globally within the next three years. Motorola’s president Sergio Buniac says he wants to build the brand into one of the top three smartphone brands in the world excluding the Chinese market.

Sergio Buniac doubles as the senior vice president of Lenovo Group and president of Mobile Business Group. He has launched an internal plan, the Gladiator Project based on three strategic adjustments. The move will see Motorola pursuing expansionist plans, a sharp departure from its previous contraction strategy. The special focus of the new strategy is expansion in the global market outside North America and Latin America.

Motorola plans to have a share of the high-end segment of the global smartphone market with its Razr series and Edge series of foldable smartphones. It also hopes to collaborate with popular brands such as Bose, Pantone, and Corning to broaden its user base and attract Gen Z, B2B users, and more female customers. The Gladiator Project is already in motion and it has already achieved initial results. The shipment volume of the Moto Razr 40 foldable is five-fold its previous numbers from its previous iteration. On the other hand, the shipment volume of the ThinkPhone has increased three-fold.

Lenovo smartphone sales for the 2023/2024 fiscal year indicated a 12% increase year-on-year. Premium products accounted for 25% of the revenue, with significant increases in Asia-Pacific and the EMEA markets. Buniak says that Motorola has transformed from fighting for survival six years ago to fighting for victory, highlighting its resurgence over the past six years. Buniak predicts that the advent of AI mobile phones will further spur its expected strong results. The optics remain solid for the Motorola brand and it has to retain its strong and positive approach to sustaining its growth trajectory.

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