Through Q2 2024, Motorola had record sales growth of 13.5 million devices, up 28% globally, beating the smartphone market average of 8%.

More than just technology

According to Nicole Hagen, Motorola's global product marketing director, with a nostalgic design (inspired by the Razr "razor" phone) but not lacking in creativity (supporting all applications and taking selfies from the main camera without opening the phone), it is not surprising that the company's Razr flip smartphone is attracting the attention of users in general, including loyal fans of the "apple house".

At the Lenovo Tech World 2024 event, Hagen touched on how Motorola is starting to move into premium devices after years of being a major player in the low-end space.

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Motorola positions the Razr flip phone as a product for the discerning. Photo: Yahoo Tech

“From a brand perspective, we’re really starting to move towards more premium devices,” she said. “Not only that, but we want to make sure that people feel proud to own a Motorola device.”

The new 2024 Razr Plus flip phone is completely overcoming the previous shortcomings of its predecessor such as battery life, camera quality and water resistance.

Not only that, the phone having a larger external screen is a “money-making” point when the reality shows that most of the basic tasks of a phone can be done when the lid is closed.

Motorola said it sees the “conversion from iOS” not just because of the technology, but also because of the appeal of a “beautiful accessory.” “You don’t have to sacrifice style for technology, and we see a lot of iOS users switching over, especially to the Razr brand,” Hagen said.

Android Central editor-in-chief Shruti Shekar says Motorola played to its strengths with its Razr marketing strategy, striking a balance between nostalgia and trendy by using Paris Hilton to help launch the phone while also using very Gen Z-focused imagery on social media.

Gen Z Style

Jitesh Ubrani, research director at IDC, acknowledged that Motorola has transformed itself by making the Razr changes. “Motorola has gone from being a pioneering mobile phone maker to a dominant player, then an underdog, and potentially becoming a leader of the underground culture again as Gen Z embraces the brand.”

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Motorola focuses on the Gen Z customer segment. Photo: Yahoo Tech

The Razr Plus 2024's color options don't include black or white, which are usually very safe options for consumers.

If you want to own the latest flagship Razr, you can only choose from a few standout colors, and all of them have a leather finish on the back, as opposed to the standard glass back on iPhones and other devices.

“The original RAZR V3 was one of the first devices to become a cultural icon. In the early 2000s, owning a Razr was a fashion statement and a status symbol for top celebrities and the ‘cool kids’ of that era,” Maria Jose Martin, North American marketing director at Motorola, explained that the Razr was considered a “style icon,” similar to how the iPhone is perceived today.

(According to AndroidCentral, Yahoo Tech)

Motorola is preparing to launch a cheap version of the Razr flip phone for 12 million VND . 91Mobiles quoted sources saying that there will likely be a new Motorola Razr flip phone priced at only about 10 to 12 million VND.