Motorola Brings Back the Razr as $1,500 Foldable Smartphone

The Motorola Razr is back — but not how you remember it. #MotorolaRazr #MotoRazr #Android #FoldablePhone

Bloomberg Technology's Mark Gurman takes the wraps off Motorola's rebooted Razr that’s an Android-optimized foldable smartphone with a full 7-inch touch screen. The company is positioning its newest gadget as an ultra-high-end phone with a $1,500 price tag.

Motorola is rebooting the iconic Razr flip phone as a 6.2-inch smartphone with a foldable display that gives the Lenovo-owned brand a unique selling point against Apple Inc. and Samsung Electronics Co.’s finest.

The new device reprises the Motorola Razr name and looks like a modernized version of the original. It costs $1,499 and will be available for pre-order in December in Europe and as a Verizon exclusive in the U.S., ahead of its retail arrival in January. For Lenovo Group Ltd., which has a tiny fraction of the global smartphone market, it's an effort to build brand awareness in the U.S. via a halo device.

Launched in late 2004, the first Razr became a cultural icon in the U.S., sold 130 million units and was the face of the phone industry before Apple launched the iPhone in 2007. Motorola’s new model has a shot at some fame as well, as it’s set to become the first true foldable phone on the market — every other device so far could more properly be described as a foldable tablet — and company executives have told Bloomberg they are confident that their design won’t succumb to durability issues.

Motorola President Sergio Buniac said he doesn’t see the launch as a “silver bullet” for rocketing Motorola’s sales up to Apple and Samsung numbers. Over the past several quarters, Motorola has turned its mobile business from a flailing unit of China’s Lenovo to profitability in many markets, he said.

The new Razr is intended to continue that even without strong sales. Buniac said he’s hoping for “a little bit more” demand than supply, while Lenovo Chief Operating Officer Gianfranco Lanci said “it will bring greater awareness to the brand, especially in key markets like North America.”

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