Ads for a customisable Moto X ‘made in America’ appear in US

3 Jul 2013

Detail from the first Moto X ad. Image via Advertising Age

Google-owned smartphone-maker Motorola Mobility is preparing to launch the first handset jointly produced by the two, the Moto X, and teaser ads for the device have been placed in key US publications today.

The ad for the Moto X boldly opens with, “The first smartphone designed, engineered and assembled in the USA is coming.” It goes on to explain that the Moto X will be customisable by each user and closes with, “Designed by you. Assembled in the USA.”

Speaking to Advertising Age, Motorola’s vice-president of global brand and product marketing Brian Wallace explained that the Moto X will be assembled in Fort Worth, Texas, using components manufactured overseas, all the same.

Selling the Moto X as ‘made in America’ in ads appearing today is no coincidence, as the country prepares for its 4th of July Independence Day celebrations – the ultimate all-American holiday. In fact, with no hint of the device on show and no solid details on its specifications, the ad is nothing but a well-timed teaser hoping to piggyback on the patriotism that will be prevalent across the US this week.

The full-page print ad will run in today’s editions of The New York Times, USA Today, The Wall Street Journal and Washington Post, Advertising Age reports.

Motorola Moto X ad

Image via Advertising Age

Google acquired Motorola Mobility almost two years ago for US$12.5bn and the first Motorola phones released under Google’s reign – the Razr M, Razr HD and Drod Razr Max HD – were revealed last September. These devices were in the pipeline before Google’s takeover, though, making the Moto X the first Motorola phone with Google’s input from start to finish.

Rumours of the Moto X’s customisability have been circulating for some time now, and the advertisement gives them firmer ground. The level of customisation has not yet been made public, but choosing your own operator, colour, internal storage size, selection of preloaded apps and other features have all been speculated.

Elaine Burke is the editor of Silicon Republic