A Google homepage is displayed on a Motorola Droid phone in Washington, D.C. Aug. 15, 2011. (Kevin Lamarque/Reuters)

Google’s Motorola is gearing up for a major launch event Thursday, as the company prepares to give consumers their first look at its next big thing: the Moto X.

Motorola hasn’t been shy about promoting its upcoming phone, which is being assembled at its new assembly plant in Texas. In a full-page ad that ran in major newspapers — including The Washington Post — over the Fourth of July holiday, the company hinted that assembling the phone in the United States could unlock new possibilities and let consumers “design the things in your life to be as unique as you are.” Shipping times, the company has said, could also see a boost.

A report last month from ABC News shed a little more light on what those design options may be, saying that consumers should be able to customize the look of the Moto X by selecting different colors for the outside casing of the phone, engraving messages on the phone and picking special wallpapers that can be featured on the phone.

The report also said that the Moto X, which will run Google’s Android mobile operating system, will have enhanced voice control capabilities and a new user interface in place for its camera, which will let users flick the phone in order to be able to take pictures more quickly. Last week, Motorola unveiled a new camera interface for phones in its Droid line, which allows users to shake their phones twice to call up the camera app and tap anywhere on the screen to snap a picture. Something similar could be coming for the Moto X.

Motorola has said that it is not live-streaming its launch event, which will take place in New York Thursday afternoon. The company is, however, live-tweeting the event and those interested in new developments can follow along at Motorola Mobility’s official Twitter feed.

Launching a major, successful smartphone is critical for Motorola, which has been relatively quiet after it was acquired by Google in August 2011. The company is currently lagging behind U.S. smartphone market leaders Apple and Samsung.