Moto X is Motorola’s new Android-powered smartphone, the first built in collaboration with Google since it bought the mobile manufacturer for $12,5-billion.

Users can choose their own colours and details through an online studio, Moto Maker. They select details of the front, back, accents, memory, wallpapers, even add a name or a short message. The phone is then assembled and shipped.

Users can choose from more than 2 000 possible combinations.

Designed and built in the US, Moto X offers touchless control for voice commands, as well as an active display to keep often-used information at users’ fingertips. It also boasts a long battery life, with a quick capture camera that’s easy to use.

Out of the box, the Moto X has a curved back as well as a 4,7-inch screen that is easy to operate with only one hand.

A wealth of accessories is being launched at the same time as the Moto X. Initially, the new phone will be available in the US and Canada.