In a vibrant and electrifying atmosphere at the Kyalami Racetrack in Midrand, Johannesburg, HONOR Technologies SA recently unveiled its latest smartphone offerings, the HONOR 400 and HONOR 400 Pro.

The launch event not only showcased the new devices but also highlighted the company’s ambitious plans for the South African market, where it aims to make a significant impact in the coming years.

The new HONOR 400 series has already demonstrated its prowess by outperforming previous models in various regions, witnessing growth rates of 202% in the Middle East, 138% in China, and 91% in Europe.

Such impressive figures mark a historic milestone for the renowned smartphone brand, which has set its sights firmly on the South African landscape.

During the launch, CEO Fred Zhou shared the company’s remarkable progress, revealing that HONOR’s gross performance has grown to 11% market share in South Africa, with an even more significant 17% in the post-paid segment.

This positions HONOR as one of the top two players in the country by April 2025.

Zhou expressed his bold ambition for the brand: to rise to the number one smartphone manufacturer in South Africa by 2028.

“This growth is attributed to our collaboration with business partners, service providers, and dedicated HONOR staff,” Zhou remarked, acknowledging the collective efforts that have led to this success.

However, HONOR’s vision extends beyond just smartphones.

Zhou emphasised the company’s commitment to community upliftment, describing its philosophy of being a “bridge between South Africa and China”.

This approach centres on promoting culture, education, and community development. To date, HONOR has donated more than two million devices to non-profit organisations and is actively engaging in coding initiatives across the country through its “Code With HONOR” programme.

One of the highlights of the launch was the introduction of the “HONOR Talents” initiative, designed to celebrate and elevate South African talent on a global scale.

Last year, Zilungile Hanise, a talented artist from Gqeberha, emerged as the first global winner of the HONOR Talents: Global Design Awards, a collaboration with the National Youth Development Agency.

“We believe talent is everywhere and just waits to be found,” Zhou stated, underlining the importance of supporting local creatives in reaching international recognition.

HONOR’s commitment to fostering innovation in the youth was further demonstrated through its “Girls in ICT” programme.

In April, the company hosted 40 schoolgirls, providing them with mentorship and exposure to a dynamic tech environment.

“We believe girls are the future of the country,” Zhou noted, highlighting the importance of nurturing young minds in technology.

The launch also reflected a fusion of culture and technology, evident in HONOR’s collaboration with celebrated South African producers DJ Tira and DJ Maphorisa during the unveiling of the HONOR X9c in February.

This collaboration not only showcased local talent but also allowed budding artists like Thapelo Gift Khoza to gain exposure; Khoza’s music video on TikTok received over 500,000 views, leading him to win the “Unbreakable Song Challenge” and take home R20,000 cash.

Following this success, the “New Song Challenge” was announced, offering the winner R50,000 and a single release with the prominent DJs. It will start from July 1, 2025.

In a strategic move that extends beyond technology, HONOR has ventured into sports sponsorship by becoming the official sponsor of Bafana Bafana.

This partnership promises to enhance the team’s technological capabilities while fostering a deeper connection between fans and players.

Promotional incentives for consumers who purchase the HONOR 400 and 400 Pro series include exclusive experiences and chances to attend key matches in upcoming tournaments.

Looking ahead, HONOR is poised for global expansion with its newly announced “HONOR ALPHA PLAN.”

This strategic initiative aims to transform HONOR from a smartphone manufacturer into a leading global AI device ecosystem company.

Unveiled at the Mobile World Congress in March 2025, it includes a staggering $10 billion investment and a commitment to provide seven years of Android OS and security updates. The vision for a shared, value-rich ecosystem aims to enhance human potential across the globe.

The HONOR 400 is now available from R12,999 while the HONOR 400 Pro is priced at R17,999 both stocked at major retailers Vodacom, MTN, Telkom, and Cell C.

mapaseka.mogotsi@inl.co.za

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