LG Electronics has decided to stop using the G Series brand for its new flagship smartphones, as part of the company's efforts to refuel its struggling mobile device business.

According to reports from S. Korea, LG decided to ditch the brand name for its premium models and instead name each model differently, with the new naming to focus on each model’s design or special features.

The decision was made public at a meeting between the company and mobile carriers in South Korea.

LG launched the first model of its G Series of smartphones in September 2012, followed by a total of eight G Series phones, inclusing the latest G8.

LG is expected to unveil a new 5G-powered smartphone in May.

LG’s mobile communications business posted losses for 19 consecutive quarters, accumulating 1.1 trillion won ($899 million) in deficit as of last year.