HONOR Accelerates Growth in Latin American Smartphone Market
Over the past two years, HONOR has significantly strengthened its presence across the Latin American region, leveraging savvy product strategy, channel expansion and market responsiveness. This move has seen the brand shift from a niche player to one of the region’s faster-growing smartphone vendors.
In 2024, the Latin American smartphone market achieved shipments of approximately 137 million units, growing about 15% year-on-year. Against this backdrop, HONOR delivered a standout performance: its shipments surged by approximately 79% in 2024, reaching around 8 million units and securing a place among the top five brands in the region.
One of the key drivers of HONOR’s momentum has been its targeted focus on the sub-US$300 price segment, which dominates Latin American demand. Analysts note that about 72% of devices sold in the region in 2024 were in that price band. HONOR’s product mix — particularly its X-series models and “Lite” versions of higher-end lines — has aligned well with this value-oriented segment.
The brand’s regional strategy has also emphasized expanding channel coverage, especially in Central America, where HONOR’s growth exceeded 200% in certain markets. Central America has become a particularly strong base, in some cases surpassing Mexico as HONOR’s largest individual market in the region.
Despite strong growth, the region presents some headwinds. The smartphone market in Latin America contracted by roughly 4% in Q1 2025, signaling a cooling from the prior growth streak. For HONOR, this means that maintaining momentum will depend on more than just unit growth — building brand loyalty, diversifying into mid- and premium-segments, and developing device ecosystems will be critical.
Looking ahead, HONOR is well positioned to capitalise on the region’s changing consumer behaviour: as users upgrade, premium features and expandability matter more. Its success will hinge on sustaining quality, value and local-market adaptability. For Latin American importers, distributors and consumers alike, HONOR’s rise signals not just competitive device pricing but a meaningful alternative to legacy brands in the region.
