Rugged Smartphone Maker Bullitt Group Is Licensing The Motorola Name

bullitt motorola

Bullitt Group, the UK-based rugged smartphone maker has agreed to a long-term, exclusive global strategic brand partnership deal with Motorola. The partnership will see the company develop and market rugged mobile phones bearing the Motorola brand.

Motorola already makes smartphones at various price points, from an expensive foldable Moto Razr to affordable entry-level Android handsets. However, the Lenovo-owned company hasn’t enjoyed much success in the smartphone industry in recent years. It is now seemingly looking to enter the rugged smartphone segment as well.

Motorola did try its hands on ultra-durable phones in the past as well. The Moto Z Force that launched in June 2016, as well as its follow up which arrived as the Moto Z2 Force in July 2017, were both drop-resistant phones with shatterproof screens. The Motorola Defy, which launched all the way back in September 2010, was also one of the first Android smartphones to feature IP67 dust and water-resistance. Motorola is now re-entering the rugged smartphone market, although Bullitt Group will develop and market the devices.


“Bullitt has distinguished itself as a leader in rugged mobile. These devices have broad appeal, from outdoor enthusiasts and adventure seekers to consumers who just want an ultra-durable phone. We look forward to working with Bullitt to ruggedize our products, allowing the Motorola brand to be present in a new and growing segment of Mobile phone users,” said Dave Carroll, Executive Director Strategic Brand Partnerships at Motorola.

This partnership may not generate much revenue for Motorola. However, it will surely help the company keep the brand afloat as it tries to put together a solid strategy for its smartphone business for the future.

Bullitt Group will develop and market rugged Motorola phones

Founded in 2009 by Colin Batt, David Floyd, and Richard Wharton, Bullitt Group makes smartphones in partnership with various renowned global brands. It is the company behind the JCB, CAT, Kodak, and Land Rover branded smartphones that have come out over the past few years.


Bullitt is now preparing to launch rugged smartphones under the Motorola brand. The company hasn’t shared many details about the plans. However, it is preparing to announce some details about the first rugged Motorola phone later this quarter.

“Motorola invented the mobile phone and remains one of the most iconic brands in the world. To be entrusted by Motorola to create a portfolio of Motorola branded rugged phones, bears testament to the exceptional business we have built at Bullitt over the last 11 years,” said Dave Floyd, Bullitt Co-Founder.

Bullitt has its headquarters based in Reading, Berkshire. The company has a presence in more than 75 countries, with offices in China, the UK, and the USA.