The company is, according to its chief marketing officer Adrienne Hayes, trying to redefine "what it means to offer premium in mobile".
The highest priced Moto X Style costs £359, compared with a starter price of £539 for the iPhone 6, or £559 for the Samsung Galaxy S6.
It features a high-end screen and a 21-megapixel camera that Motorola is touting as better than either of its main competitors.
The company also claims the phone’s "turbo charging" feature makes it the fastest charging phone on the market.
The cheaper version, Moto X Play, features a lesser camera, smaller screen, better battery life and costs £299.
Finally, the follow-up to Motorola’s successful Moto G phone sees evolutionary improvements and a higher starting price of £159.
Optional extras include waterproofing. All three devices run the latest version of Android, Lollipop, and run a clean, ‘stock’ version of the software.
The Moto G propelled Motorola from a near 0% smartphone market share to 6%, and the firm now appears determined to take on Samsung and Apple on the premium side.
Hayes said: "No matter how good it feels or looks, no relationship is healthy if you have to empty your wallet for it. We’re always committed to giving [customers] more for less."