For the past 4 years Xiaomi have proven to be the thorn in the side of a great deal of Chinese and domestic phone makers. Some have tackled the problem by launching a new low-cost line (see Huawei Honor) and some are creating an entire new brand.
It has been revealed by the Wall Street Journal that Lenovo are taking the second option to take on Xiaomi. Of course full details of the new Lenovo sub-brand haven’t been announced but the report does tell us that Lenovo will be launching the brand around April 2015.
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Lenovo currently have some great phones on the market, but are struggling to really disrupt the phone market. Hopefully a new brand with new values and determination will see some real competition for Xiaomi in the near future.
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Lenovo is one of the most expensive brands. If they are building a premier brand like Nubia, then they are wasting their time. They better follow Oppo’s approach with Oneplus.
That is the same with their laptop : good but too expensive.
Lenovo is in the process of purchasing Motorola from Google. Perhaps that is going to be their “new” brand.
The deal still hasn’t closed yet, it is expected to close by the end of this year but they are still going through the process.