Honor: separated from Huawei surprises in growth in 2023

2022 was not a famous year for smartphone makers, which posted the lowest sales since 2013, according to Counterpoint Research. In early 2023, this trend continues, with a brand bucking the trend: Honor.

The erstwhile sub-brand of Huawei is now leading a completely independent life, running Google services and launching exciting new smartphones. And the growth at the beginning of 2023 is remarkable, basically in all the areas where Honor operates.

Honor grew 400% in Europe in the first quarter of 2023

According counterpoint research, Honor quadrupled sales in the first quarter of 2023 compared to the same period of 2022 outside of China. Honor was even the only major brand to post growth other than HMD.

Keep in mind that this is a large percentage of growth but on a small scale. This is because Honor was separated from Huawei only in November 2020. But we can see impressive growth in Europe, the Middle East, Africa and Latin America.

Credit: Counterpoint Research
Honor’s growth in the mobile market from Q1 2022 to Q1 2023 Credit: Counterpoint Research

As you can see in the table, Honor grew 400% in one year in Europe, 500% in the Middle East, and 700% in Latin America and Africa. The strategy in Europe seems to be divided into three strategic lines of smartphones.

First with the top of the range Magic, with Magic4 Pro registering good numbers. It is followed by the mid-range Honor 50 and 50 Lite, which recorded the highest sales volume in Europe. The entry-level X-series came into prominence in markets like Italy and Eastern Europe.

Honor Sales Market Share by Series: Comparison between 2022 S1 and 2023 S2 Credit: Counterpoint Research

Honor’s ambitions are great in 2023, since the brand has launched the Magic5 Pro, a top of the range that stands out for its photographic qualities. And it also brought the Magic Vs, the second Honor folding, to the Old Continent.

The source says that he does not expect explosive growth from Honor, but that we will see gradual growth of the brand.

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