Lenovo-owned Motorola is setting its sights on a top-three spot in the global smartphone market (excluding China) within the next three years. This ambitious goal is being spearheaded by Motorola president Sergio Buniac, who has implemented a strategic shift codenamed “Project Gladiator.”
Project Gladiator marks a clear departure from Motorola’s previous contraction strategy. It focuses on aggressive global expansion beyond its established strongholds in North and Latin America. Buniac plans to achieve this by:
- Targeting the High-End: Motorola will leverage its popular Razr and Edge series of foldable phones to compete in the premium smartphone market segment.
- Strategic Collaborations: Partnering with established brands like Bose (audio), Pantone (color), and Corning (gorilla glass) aims to broaden Motorola’s appeal to younger demographics (Gen Z), business users (B2B), and attract more female customers.
Early Signs of Success
Project Gladiator seems to be paying off already. Shipment volumes for the latest Moto Razr 40 foldable have increased fivefold compared to its predecessor. Additionally, Lenovo’s overall smartphone sales jumped 12% year-on-year, with premium products contributing 25% of the revenue. Buniac is confident that Motorola has transitioned from “fighting for survival” to “fighting for victory,” highlighting a significant resurgence in recent years.
Looking Ahead: AI Powering Future Growth
Buniac believes the rise of AI-powered smartphones will further propel Motorola’s growth trajectory. With a continued focus on strategic partnerships and innovation, Motorola seems poised for a strong comeback in the global smartphone market.
