Motorola has revived the Razr name a few times over the years, but the once-mighty brand has failed to regain the heights of its early days as an ultra-slim flip phone. But what better time for the phone maker’s parent Lenovo to bring back the brand in earnest as the mobile world is readying itself for a wave of foldable smartphones?

Nostalgia’s a bit of a mixed bag in consumer electronics. Take the recent returns of Nokia (good)BlackBerry (okay) and Palm (yikes). Slapping a familiar brand on a new product is a fast track to prominence, but not necessarily success. What ultimately may hinder Razr’s rumored return, however, is price.

All of this stems from a new Wall Street Journal report noting Lenovo’s plan to revive the Razr as a foldable smartphone. The price point puts the handset north of even Apple and Samsung’s flagships, at $1,500. Of course, there isn’t really a standardized price point for the emerging foldables category yet.

The Royole FlexPai starts at around $1,300 — not cheap, especially for a product from a relative unknown. And Samsung, the next on the list to embrace the foldable, has never been afraid to hit a premium price point. Ultimately, $1,500 could well be standard for these sorts of products. Whether or not consumers are willing to pay that, however, is another question entirely.

The new Razr is apparently destined for Verizon this year. The carrier (which, as it happens, also owns TechCrunch) has had a longstanding relationship with Motorola. Success, however, is going to hinge on more than name recognition alone.


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