HONOR has overtaken Samsung to become the leading foldable smartphone brand in Western Europe during the second quarter of 2024, according to Counterpoint Research’s latest foldable smartphone shipment tracker.
Global foldable smartphone shipments increased 48% year-on-year in Q2 2024, with China leading the charge, accounting for more than half of total shipments.
However, Western Europe has emerged as a crucial battleground, as it is home to the most diverse range of foldable device brands outside of China. Brands such as HONOR, Samsung, Motorola, OPPO, OnePlus and Google are all vying to dominate this rapidly expanding market.
HONOR’s success in Western Europe is said to be part of a broader strategy that has seen the brand aggressively expand into European and Asia Pacific markets.
The company’s global foldable device shipments increased 455% year-on-year in Q2 2024, the largest increase among all brands. The ultra-slim HONOR Magic V2, which is less than 10mm thick when folded, has been a major driver of this growth.
It was the most-shipped flip phone in all regions excluding China, where Huawei continues to dominate.
Motorola, another key player, captured the largest market share in both North America and Latin America (Latam), with the Latam region experiencing 458% year-over-year growth.
The strong performance of Motorola’s razr 40 series contributed to the company’s triple-digit growth in global shipments in the second quarter of 2024. Motorola’s broad regional coverage has made it a formidable competitor, especially in Europe, Asia, and other markets.
The global foldable phone market, once dominated by Samsung outside of China, has become increasingly competitive. HONOR and Motorola, buoyed by their recent successes, have already launched new models: the Magic V3 and the Razr 50 Seriesrespectively.
Meanwhile, Xiaomi and Vivo have begun to introduce foldable devices in markets beyond China. While Samsung is expected to regain its global leadership position with the early launch of Galaxy Z6 series coming in Q3 2024Intensifying competition could result in a significant year-on-year decline in its market share.
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