As global smartphone shipments continue to contract, Honor has posted impressive growth numbers in several key markets including Europe, the Middle East, Africa and Latin America. Based on data from Contrapuntal researchHonor’s aggressive expansion into Europe has seen 400% annual growth in shipments, which is virtually unheard of for other brands in the region at the moment.
We should mention that Honor only separated from Huawei in November 2020 and made its comeback as an independent brand in Europe in October 2021. Honor has also quickly established partnerships with some of the biggest European mobile operators, including Vodafone , Orange and Wind Tre.
Honor the annual growth of regional shipments
Honor’s mid-range Honor 50 and Honor 70 series have been the main growth drivers throughout 2022 and this year. In addition, the budget Honor X series has also made a name for itself throughout Italy and Eastern Europe. The flagship Magic series has seen good demand in Western European markets.
Honor has also experienced tremendous growth in the Middle East and Africa region with 500% annual growth in shipments. Honor is now one of the top five brands in terms of shipments to the UAE, Saudi Arabia and Iraq.
Breakdown of the Honor portfolio in Europe
Latin America was Honor’s strongest region in terms of shipments in the first quarter, up 700% from last year’s figures. Honor’s shipments have more than tripled since the fourth quarter of 2022, and the company has seen growth in all key markets in the region, including top 5 entries in Colombia and Peru, along with extensive shipments to Panama and Guatemala .
Looking ahead, Counterpoint Research analysts believe Honor is poised to expand its position in multiple key markets in the aforementioned regions, as well as gain momentum and increased distribution through retail and mobile operator channels. Upcoming growth figures will likely decline from current values, but Honor is expected to maintain a steady increase in shipments in its key markets.
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