Lenovo on Thursday launched the Moto Maker scheme for China at the Tech World event in Beijing.
"On Moto Maker, the user can create a personalized Moto X smartphone as unique as himself. The user can choose the front colour, back colour and materials, accent colors, memory size, and wallpaper for literally thousands of possible combinations.
The user can even have their name or a personal message laser-etched on the back," said a company release.
In addition to a range of colours, Moto Maker will offer a selection of authentic materials, including FSC-certified wood and natural leathers, the release added.
Moto X will come with AndroidM 5 Lollipop and enhanced voice and gesture controls. "If the user doesn't like the product after receiving it, he or she can exchange it within 15 days and start over," the release read.
In addition, Lenovo also started sales of its Moto X, Moto X Pro and Moto G in China for online purchase directly via the Motorola website. Moto X will be available from $435, with custom versions starting from $451 on Moto Maker.