HONOR has set high ambitions in South Africa, aiming to become the number one smartphone brand in the country.
While this may pose a huge challenge amid competition from other brands like Apple, Samsung, Huawei, Oppo, and Vivo, among others, the Chinese company is driving that ambition forward at a rapid pace.
Just three years after launching in South Africa, the Chinese smartphone brand is making a bold play for local market share – by innovating, lowering prices and understanding customer needs and expectations.
HONOR was founded in 2013 and is headquartered in Shenzhen, China.
After entering the South African market in 2021, the company saw considerable growth in a short amount of time, and it now wants to take an even bigger leap after enjoying a staggering 600% year-on-year sales increase in 2023 alone.
Number 1
Speaking to The Citizen in Chengdu, China, the city of the Giant Panda, HONOR MD Mark Lei has no qualms, they want to be number one in South Africa.
“We have the ambition to do that. And we have the products, technology, and commitment to make it happen.
“We believe in long-term value. When you choose HONOR, you don’t just buy a phone,” Lei said.
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Magic V5
HONOR recently launched its Magic V5 foldable smartphone, which is currently the world’s thinnest foldable phone.
The announcement came after Samsung unveiled its Galaxy Z Fold 7 earlier. Huawei also offers the Mate X6 and the triple-fold Mate XT, both currently available in South Africa.
Thinnest foldable
Lei said that while it has made the thinnest foldable smartphones, it doesn’t want to compromise on other aesthetics.
“Until today, not only HONOR, but also our competitors are similar to us. Whether you must be the thinnest, I don’t know; I didn’t ask HQ, because thinnest doesn’t really mean anything. It’s easy for marketing.
“But more importantly than that, if you make it thinner, what else would you compromise because of that? That’s the most important thing,” Lei said.
Innovation
Last week, visitors to this year’s Africa Tech Festival in Cape Town got a glimpse of the future, with HONOR showcasing a line-up of intelligent products at its exhibition stand.
Innovative products included the robot phone, a concept device that merges mobile technology with robotics to create a dynamic, interactive companion capable of movement, gestures, and facial expressions.
As a Diamond Sponsor of the Africa Tech Festival 2025, HONOR said it continues to “reinforce its commitment to driving Africa’s digital transformation through cutting-edge innovation, empowering connectivity, and inspiring the next generation of tech enthusiasts.”
ALSO READ: HONOR to cement footprint in SA with store to showcase products
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