While Motorola is no longer such a strong brand in Europe, it can count on the Americas to remain one of the top 10 phone brands in the world. However, despite being from Chicago, the firm never managed to become one of the top three smartphone brands in the United States. It is now done. That’s how.
In Europe, the Motorola brand remains relatively well known. But she is ” has-been “. According to the European management, young people do not support it. They prefer Apple, Xiaomi, Realme or Oppo. And this despite very convincing products and a price positioning that today has nothing to envy to the Chinese competition. We saw this with the Edge 20, Edge 20 Pro, and Moto G200 in 2021, as well as the Edge 30 Pro a few weeks ago.
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In France, the brand is slowly rising. In 2021, its sales were multiplied by 5. It is again distributed by three operators and three half-dozen brands. And the G30 was one of the ten best-selling electronic products in December 2021. A situation that has nothing to do with the other side of the Atlantic. Especially in Latin America where Motorola is number 1 in the subcontinent since the arrival of the first Moto E in the second half of the 2010s.
Motorola becomes number 3 in the United States, behind Apple and Samsung
On its domestic market, Motorola has always positioned itself in the top 5 smartphone brands. But it never shone as brightly as a Samsung, an Apple or an LG (because, yes, LG was still very strong there until very recently). However, it seems that the tide is turning for Motorola. According to a study by Counterpoint Research, Motorola is finally on the third step of the podium in 2021, ahead of LG. And more precisely in March. This is the first time in its history that Motorola has reached third place in the United States.
Why this sudden rise of Motorola? Because LG has decided to exit the smartphone market. The brand still represented 15% of sales at the start of 2020. Then sales collapsed. The disappearance of LG in the United States slightly benefited Apple, which consolidated its leading position, ending the year 58%. But it’s obviously Motorola that got the most benefit from it. The brand is went from a low 3% in the fall of 2020 to a very respectable 10% at the end of 2021. Samsung has benefited very little from the situation, its market share standing at 22% at the end of 2021.
In 2021, Motorola would have made a 131% increase in sales in the USA. According to Counterpoint, the brand has even won second place in the segment of smartphones under $400, where the vast majority of Moto Gs are sold. 28% of smartphones sold by prepaid operators are Motos. The brand’s goal in 2022 in the United States will be to sell more premium models (above $400), where Apple and Samsung are the undisputed leaders today.