At the recently concluded IFA Berlin consumer electronics exhibition, Motorola unveiled a comprehensive lineup of new devices, completely refreshing its smartphone portfolio. The latest motorola edge and moto g series smartphones showcase diverse sizes and design aesthetics, incorporating highly anticipated core functionalities. From the sleek and lightweight motorola edge 60 neo with outstanding camera capabilities, to the large-screen moto g06, and the moto g06 power featuring the industry's largest battery capacity, Motorola now offers diversified options catering to different lifestyle preferences and usage patterns.

According to the latest IDC report, Lenovo Group's Motorola division achieved eighth place globally in revenue share during Q2 2025. In overseas markets excluding China, the brand has maintained its fourth-place global ranking for multiple consecutive quarters. The journey from being the inventor of mobile phones to experiencing years of dormancy before staging a remarkable comeback represents a legendary transformation story worth documenting in smartphone industry history.

During our time in Berlin, we conducted an in-depth conversation with Fabio Capocchi, Vice President of Lenovo Group and General Manager of Motorola EMEA (Europe, Middle East & Africa). Through this discussion, we gained valuable insights into how this veteran mobile phone giant has re-established its market position through deep technological focus, precise global market positioning, and strategic AI investments.

**Building Differentiated Competitive Advantages**

Motorola's resurgence began with a renewed focus on "technological leadership." As the pioneer of the first smartphone and global 5G initiatives, Motorola's technological DNA has never faded. Since 2018, the company has clearly anchored itself in technology, not only bringing the iconic Razr brand back to market with foldable form factors that bridge generational gaps between new and existing users, but also building differentiated advantages through meticulous attention to detail, combining "high aesthetics with strong performance."

In design philosophy, Motorola's "beyond device" concept deserves particular attention. Fabio Capocchi explained that their exclusive global partnership with Pantone enables every Motorola product to feature the year's trending colors, professionally validated to maintain market appeal for 18-24 months, creating a unique visual competitive advantage. In material selection, ranging from vegan leather and acetate fiber to racing-grade Alcantara, Motorola balances tactile experience with aesthetics while maintaining sustainability principles. All products feature splash/water resistance, with some meeting military-grade durability standards, perfectly balancing practicality with premium appeal.

The new models launched at IFA exemplify these technological and product philosophies. As the thinnest and lightest device in its category, the motorola edge 60 neo features IP68/69 protection with military certification and a 6.4-inch 3000-nit high-brightness display. Its professional triple-camera system includes a 10-megapixel telephoto lens supporting 3x optical zoom and 30x super zoom, making it the only device in its price range with telephoto capabilities. The moto g06 series addresses core user demands for battery life and durability with a 7000mAh battery (moto g06 power), AI-enhanced 50-megapixel main camera system, vegan leather body, and IP64 protection.

**From Regional Breakthrough to Global Expansion**

Motorola's global comeback represents a methodical territory-by-territory campaign. After joining Lenovo Group in 2014, Motorola initially contracted strategically, withdrawing from multiple markets. In 2018, Motorola relaunched its global expansion with Europe serving as the crucial "must-win" initial market.

"Many people view EMEA (Europe/Middle East/Africa) as a single market. In reality, it encompasses 127 countries and 87 languages," Fabio Capocchi noted. "Within Europe alone, despite the Euro's existence, we still face 14 different languages, with each country having distinct tax systems and consumer preferences."

After analyzing market conditions and considering their product portfolio characteristics at the time, Motorola decided to enter through Eastern Europe where product acceptance was higher, first capturing 17% market share in Poland while leading the premium segment. Subsequently, leveraging deep understanding of "fashion and quality," Motorola successfully penetrated design-conscious Southern European markets including Italy (15% market share) and Spain, achieved third place in the UK with 6% market share, and is now accelerating expansion into markets like France.

According to Canalys data, Motorola held 5% of the European smartphone market share by Q2 2025, ranking fourth with 1.5 million units shipped. In emerging markets, Motorola continues steady progress, dividing the African market into four regions while restarting South African operations and establishing presence in Egypt. In the Middle East, Motorola has become the fastest-growing brand in Saudi Arabia through partnerships with Alat and local manufacturing facility development.

This graduated strategy of "open markets to mature markets to emerging regions" has enabled strong point-to-surface growth globally. Facing intensifying market competition, Fabio Capocchi emphasized that markets always have winning formulas: getting users to choose you (X) because of specific value (Y) you provide. This represents Motorola's consistent approach.

"Rather than directly competing head-to-head with rivals, we focus on end users, helping them clearly understand why we're in the mobile business—we're here to provide the best digital experience, best products, best colors, best tactile feel, devices they can hold proudly and show to friends."

**AI Represents the Future**

Facing the AI wave, Motorola is building its differentiated advantages. Fabio Capocchi stated, "AI is the future. AI-related topics might be overestimated short-term but definitely underestimated long-term. AI is like the moment the internet entered our lives."

Currently, Lenovo Group's AI strategy spans PCs, smartphones, tablets and other devices, forming a unified framework providing users with coherent services across different terminals. On smartphones, Moto AI delivers rich innovative features: quick activation through voice, gestures, or dedicated buttons, supporting avatar generation, sketch-to-image conversion, voice creation, and even Google Gemini integration for circle search and intelligent assistant interactions.

Fabio Capocchi emphasized that AI's ultimate goal isn't disrupting devices but reconstructing interaction methods—shifting from "demand-driven" passive responses to "predictive" proactive services. For example, users needn't manually open apps; simply saying "I want to go home" enables device integration with ride-hailing services. Systems can also predict needs, pre-booking vehicles for users. This thinking "beyond device functionality" drives Motorola's transformation from hardware manufacturer to "intelligent experience service provider."

From technological renaissance to global implementation, and forward-looking AI positioning, Motorola's comeback represents more than brand turnaround—it validates the industry truth of "user-centricity and innovation-driven growth." In the intensely competitive smartphone market, this veteran enterprise continues writing its new legend through solid product capabilities and flexible strategy.