Motorola is refreshing its Android smartphones with better cameras and other improvements as it seeks to lure customers who want lower-cost alternatives to leading smartphones from Apple and Samsung.

Maybe they should be called the “your phones” as the Lenovo-owned company is stressing the personalized choices it offers with the latest additions to its lineup.

These new models — the Moto G, Moto X Play and Moto X Style — will appeal largely to people who have to pay full prices for phones, rather than discounted prices that come with two-year service contracts.

“We’re about delivering great mobile user experiences at a price that doesn’t break the bank,” Motorola President Rick Osterloh said in an interview.

Motorola, which Lenovo bought from Google last year, said the new Moto G will retail in the U.S. for about $180 without a contract. Motorola hasn’t announced prices for the Moto X models, but they are expected to be a few hundred dollars cheaper than high-end phones, which cost $600 or more without a contract.

The new phones also offer more personalization options.

“Your phone should know you by the sound of your voice, but also realize when you want to be left alone. It should offer a customized look that perfectly complements your individual style. It should keep you safe with easy-to-access, hands-free control. It should grow with you, learning your preferences and habits, getting better over time. And it certainly should be with you for the long haul: durable, water-repellant, and backed up with lifetime customer service,” the company said.

“Today we are announcing the next generations of our most popular phones — Moto G and Moto X — giving you the mobile relationship you never knew existed. The new phones feature best in class cameras, meaningful software experiences and personalization options – all at exceptional prices.”

(Watch a video about the phones at:

Personalized options include:

  • Back color
  • Front color
  • Accent color
  • Cases
  • Memory
  • Engraving
  • Greeting
  • Wallpaper
  • Chargers

In touting improved cameras, Osterloh was careful to say that they will deliver some of the best pictures “at this price point.” Apple and Samsung, in particular, have been advancing phone-camera technology with better auto-focus and low-light performance. Their high-end phones also have other wizardry such as fingerprint sensors for bypassing passcodes.

The 5-inch Moto G will have a 13-megapixel camera, up from 8 megapixels in last year’s model. Motorola says the phone will be able to withstand dunking in up to three feet of water for up to 30 minutes. All models will support 4G cellular connections; in the past, 4G models of the Moto G cost more.

The cameras on the Moto X phones will be 21 megapixels, up from 13 megapixels, but they won’t have extensive water protection. The 5.5-inch Play model promises two days of battery life, while the company says the 5.7-inch Style should last more than a day. The Style will have a sharper screen than the Play and more customization options, including wood and leather backs for a higher price.

Only the Style version will be available in the U.S. Motorola says it should work with all major carriers. Contract-free phones are often limited to GSM networks such as AT&T and T-Mobile.

The Moto G goes on sale Tuesday, while the Moto X models will come out in the coming weeks.

By the way, Raleigh-based Republic Wireless offers a variety of Motorola phones.