Lenovo is killing off its ZUK Smartphone series, a brand of mid-range phones. The ZUK phones were popular for offering impressive specs at affordable prices. Smartphones will now be given the Lenovo Moto title in the future.

The Lenovo ZUK brand’s Android ROM will be used for the Motorola-branded phones in China. The previously rumored ZUK Z3 flagship, as a result, will be canceled.

Not any official reason has been disclosed yet, but one can speculate. Despite being successful enough, ZUK was yet another brand under Lenovo’s already-diverse portfolio.

The company has already announced its plans to further streamline its brands under the Lenovo Moto name in the future. And by shutting down ZUI series, the company will narrow its focus and cut down on costs in the future.

The last major launch to come out under the brand name of ZUK was the ZUK Z2. the smartphone came with the specifications of an SD 820, 5-inch FHD display and 3500 mAh battery for around $250.

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