Honor, the technology brand that emerged from the Huawei ecosystem, aims to strengthen its local footprint and expand through collaborations with other companies and its own teams in every market where it operates. Spain is identified as the top priority for the firm as it builds long term momentum across Europe and the Americas.
George Zhao, the chief executive officer of Honor, shared these ambitions during a visit to Spain for the Mobile World Congress in Barcelona. The congress ran from late February into early March, drawing industry leaders to discuss the latest strategies for growth in mobile technology and consumer devices. Honor is now in its second year as an independent company and is pursuing a plan to become a reliable local operator through a mix of alliances and internal development that solidifies its market presence over time.
Spain has been central to the strategy since Honor resumed operations there in August 2021. The brand operates independently of Huawei after selling its mobile division to a group of Chinese investors at the end of 2020 in response to external pressures and trade restrictions. Since re-entering the Spanish market as a standalone entity, Honor has focused on building a robust team and avoiding single-point challenges that could hinder growth.
A showcase for Spain, Europe and Latin America
Spain stands out as the corporate, regional showcase not only for Europe but also for Latin America. The company emphasizes a long term commitment to Spain and views the market as a proving ground for its broader regional strategy. Zhao confirmed ongoing resource allocation at the European level for device design, marketing, and the training of young talent, without disclosing specific investment figures for Spain or Europe.
In terms of device sales, Honor’s leadership signaled a deliberate pace to growth in Spain. The focus remains on placing the consumer at the center of the experience, with the expectation that a positive reception will translate into a solid return for the business. During the Barcelona event, Honor introduced the Magic Vs, its first folding device offered in the Spanish market, and signaled a cadence of roughly one folding device per year alongside the Magic5 series.
Measured growth and resilience
The company aims to build on its strategy after a year that saw shipments of mobile phones pulled back, influenced by broader industry headwinds and employment adjustments across the tech sector. Zhao stressed a commitment to supporting employees and partners, highlighting the need for cooperation and mutual support in a recovering market.
On pricing and product strategy, Zhao described price increases as reasonable when compared with competitors, while arguing that Honor does not use value acceleration to raise prices. The emphasis is on delivering genuine value to consumers rather than inflating price tags, maintaining a focus on perceptible advantages and practical improvements for users.
Latin America and the U.S. market focus
Globally, Honor’s strategy includes strengthening the Latin American footprint, where the company already has local teams in Mexico, Peru, Chile, Colombia and Central America. Zhao noted strong local development in these markets and highlighted the potential that was surpassing expectations, suggesting that regional growth would continue to underpin the company’s overall expansion.
However, the United States market remains on a longer term horizon. Zhao indicated that the U.S. high-end segment requires more preparation before entry, with plans to focus on key markets first. He then suggested that success in Europe could pave the way for a future presence in the United States, contingent on delivering a compelling proposition for American consumers.
Overall, Honor’s current approach balances steady regional investments with a clear ladder toward broader international presence. The company frames its strategy around durable local operations, strong partnerships, and a disciplined product roadmap designed to appeal to diverse consumer groups across Europe, Latin America and eventually North America.