On the evening of November 12 in Ho Chi Minh City, Motorola officially marked its return to Vietnam’s mobile phone market with the launch of five new smartphone models - a rare move that introduces one of the largest product portfolios in a single release event in recent memory.

Among the lineup, the company introduced two budget models: the moto g06 power, priced at approximately USD 135 with a massive 7,000mAh battery, and the moto g35 5G, priced at around USD 155 with built-in 5G connectivity.

Next in the mid-range category are the moto g86 power 5G at around USD 290, and the moto edge 60 fusion, featuring a curved display and retailing at USD 370.

The premium model in this launch is the razr 60, a flip-style foldable smartphone priced at roughly USD 830. All devices will be distributed by Digiworld and sold exclusively through The Gioi Di Dong retail system.

For generations born in the 1980s and earlier, Motorola left a strong impression with its legendary razor-thin V3 flip phone. That nostalgic connection was evident in the excitement surrounding its return. Over 300 people attended the launch event, and the livestream on Facebook attracted more than 6.8 million views - clear signs that the brand still carries weight.

However, for any brand re-entering the market, true success lies in sales volume and consumer adoption.

Several of Motorola’s new phones do leave a mark, with features such as high-capacity batteries, enhanced durability, and sharp displays. Cameras on the mid-range and premium models are equipped with Sony sensors, delivering impressive photography performance.

Motorola’s choice of The Gioi Di Dong - the country’s leading mobile retailer - as its exclusive sales partner is seen as a strategic and safe move, particularly when it comes to ensuring sales volume.

Still, beyond the budget range with competitive pricing, massive batteries, and 5G, or the moto edge 60 fusion with its curved screen, the rest of Motorola’s lineup has yet to show distinct advantages or innovations compared to existing competitors. In a landscape dominated by giants like Samsung, Oppo, Xiaomi, and rising players such as Honor, Motorola’s differentiation remains a challenge.

As smartphone designs increasingly resemble each other - often evoking comparisons to iPhones - brands are now turning to AI integration to stand out.

Samsung, Oppo, and Honor have already embedded AI deeply into their mid-range products. By comparison, Motorola’s offerings - aside from the razr 60 - only feature basic AI capabilities, which is a notable disadvantage.

The razr 60’s USD 830 price tag also raises concerns, as consumers might opt for better-featured devices from other brands at that price point.

Despite the hurdles, Motorola still holds potential. With affordable models boasting large batteries, 5G support, and curved displays, the brand could carve out a new niche in Vietnam’s competitive mobile landscape.

However, the exclusive retail arrangement may pose a barrier to broader consumer reach, making mass adoption of its new models more difficult.

Le My