Motorola grows and consolidates third place in Italy: edge 70 and edge 60 Neo lead the way

In Italy the game is played with three players. The protagonists of the smartphone market are Apple, Samsung and Motorola, with the Cupertino company clearly ahead, the Korean one following and the revived brand, founding father of mobile telephony long absorbed into the constantly growing Lenovo galaxy.

Motorola has become the third force not only for units soldbut also by overall sales value. A result that rewards the strategy of a brand which, after being a pioneer of mobile telephony, has been able to reinvent itself, focusing on design, artificial intelligence and sustainability. According to the latest industry data, Motorola recorded double-digit growth in 2025 and confirms itself as the brand with the greatest progression in the medium and high range.

A result that now places it fully among the protagonists of a market and now, with the debut of the motorola edge 70 and the new edge 60 Neothe house of the Lenovo group renews its challenge to the giants of the sector, with two smartphones designed for those who want high-level technology, but without spending top-of-the-range figures.

A changing market

The Italian smartphone market is mature, but is moving towards products with the best quality/price ratio. Motorola’s growth fueled by the success of the Edge range, the foldable Razr models, and an increasingly recognizable design language, also thanks to the collaboration with Pantone, which signs the colors of the new devices. The stylistic signature is ensured by the three colorways that challenge the mainstream.

Edge 70, the smartphone that challenges lightness

The new Motorola Edge 70 is a small exercise in style. At just 5.99 millimeters thick, it is among the thinnest smartphones ever made, but it does not give up sturdiness and power. The aircraft-grade aluminum body with military-grade durability ensures IP69 water and dust protection, and the Gorilla Glass 7i glass makes it a companion suitable for any situation. But the real strong point is the battery: the largest and most powerful in the ultra-thin smartphone segment.

Motorola also focuses heavily on the 50 megapixel camera, capable of adapting to any light condition thanks toartificial intelligence moto aiwhich automatically optimizes shots and colors.

The result is a phone that combines aesthetics and functionality: thin, elegant, but also resistant and high-performance. “Design is not just a detail, but the heart of the user experience,” they explain from the company.

Edge 60 Neo, the little brother with an urban spirit

Alongside the top model, the Edge 60 Neo also arrives, designed for those looking for style and practicality a more compact format. It is a light, colorful device, attentive to resistance – with IP68 certification – and equipped with a battery that guarantees two days of autonomy.

The 60 Neo is the answer for those who want a phone that is beautiful to look at and pleasant to use, but not necessarily “extreme”: a daily companion, perfect for work and leisure.

The Italian market rewards solidity

In addition to performance, Motorola invests heavily in environmental front. The packaging of the new models is totally plastic-free, made with soy inks and recycled materials. Batteries also use more efficient components designed to last over time, reducing waste.

It is a strategy consistent with the Lenovo Group’s goal: to build more responsible and durable technology, not just more powerful. A vision that appeals to younger consumers, who are attentive to the environmental impact and the value over time of the products they purchase.

In Italy, where smartphones are changed less and less often, the public today rewards brands that offer reliability, guaranteed software updates and after-sales service.

The future according to Motorola

After bringing the legendary razr back to life, Motorola looks ahead. Artificial intelligence is at the heart of the new generation of devices, but design and portability also remain fundamental elements.

“We are no longer a promise from the past, but a brand that has found its voice in the present,” explained Giorgia Bulgarella, Head of Marketing of Motorola Italia, in an interview with AGI. The message is clear: the future of smartphones does not belong only to the giants, but also to those who know how to combine innovation, identity and accessibility.