HONOR South Africa aims to dominate the smartphone market by 2028

In just two short years, HONOR South Africa has risen to become the #2 smartphone brand in the country — an achievement that speaks volumes about the company’s innovation, quality, and connection with South African consumers.

Driven by an unwavering ambition, HONOR has recorded extraordinary growth: 180% in 2024, following a remarkable 600% surge the year before.

Now, with eyes set firmly on the future, according to Marketing Director Mark Lei, CEO Fred Zhou has announced the brand’s bold new target — to become the #1 smartphone brand in South Africa by 2028.

“We have the ambition to do that. And we have the products, technology, and commitment to make it happen,” Lei said.

Three Series, One Vision

HONOR’s strategy to reach this goal centres around three powerful product series, each designed for a different kind of user — but all built on the same foundation: quality, innovation, and trust.

1. The Magic Series

Known for its cutting-edge illumination design, this series truly stands out — “the best flashing in the world”, according to Lei. The line-up showcases HONOR’s unique design philosophy, where aesthetics meet advanced performance.

“We will launch more Magic products in South Africa to bring the lean, AI, and affordable technology to the country.”

2. The Number Series

Tailored for creators, trendsetters, and lifestyle enthusiasts, the Number Series celebrates fashion, photography, and creativity. Loved by celebrities and content creators around the globe, these devices are optimised for 4K video recording, portrait photography, and AI-powered editing, giving users professional-level tools right in their pocket.

“It’s perfect for your daily life. It’s the best prototype for creators to record, shoot, and share — effortlessly.”

3. The X Series

HONOR’s entry-level range, from the X5 to the X9, offers something for everyone — with prices ranging from R1,699 to R11,000. But affordability doesn’t mean compromise. Every model is built with one defining feature in mind: durability.

“For all the Xers, just one word — durability,” Lei emphasised. “Whether it’s the strong build of the X9C or the long-lasting battery, we make sure every customer can trust their HONOR phone.”

Built on Quality and Trust

For HONOR, quality isn’t optional — it’s fundamental. Whether a customer buys a flagship device or an entry-level model, every phone undergoes the same rigorous standards. “We want to build a trustworthy brand in South Africa,” Lei explained. “Quality and reliability are at the heart of everything we do. Our goal is to deliver real value for money — products people can rely on for years.”

To back that promise, HONOR has established one of the most comprehensive and aggressive after-sales service policies in South Africa, ensuring customers always receive fast, reliable support whenever they need it.

Powered by Innovation and Third-Party Recognition

HONOR’s impressive rise isn’t based on internal numbers alone — its market share and growth are validated by third-party research organisations, further cementing the brand’s credibility in the region.

The Road Ahead

With innovation in AI, design, and performance, HONOR is gearing up to introduce more “Magic” products to South Africa — bringing smart, affordable, and future-ready technology to even more people.

As the brand continues to evolve, one thing remains clear: HONOR isn’t just chasing numbers — it’s building a legacy of trust, quality, and innovation for South African consumers.

“We believe in long-term value,” Lei concluded. “When you choose HONOR, you don’t just buy a phone — you invest in a brand that honours you back.”

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