By Esther Onyegbula

Technology brand, HONOR, has unveiled its new AI-powered smartphone, X9D, in Nigeria, declaring plans to capture over five per cent of the country’s mobile phone market in 2026.

Speaking at the company’s dealers’ channel summit, Managing Director, HONOR West Africa, Jaco Guan, described Nigeria as a strategic and youthful market, saying the brand is leveraging innovation, competitive pricing and artificial intelligence to drive growth.

“This is our first year in the Nigerian market. This event is our channel summit where we invited key dealers from across Nigeria to introduce our brand, strategy and key products,” Guan said.

He disclosed that the newly launched HONOR X9D is positioned as a rugged, AI-empowered device with one of the largest batteries currently available in the Nigerian smartphone market.

“The X9D is a fantastic product. It is strong, resistant, waterproof and powered by an 8,300mAh battery. It is also empowered with different AI functions. You can use it from morning till night without worrying about low battery,” he said.

According to him, Nigeria’s large population of young and creative consumers presents significant opportunities for growth.

“The Nigerian market is very big. We have many young consumers who like creativity and new things. We have a full range of products — from high-end devices above $1,000, such as our foldable and Porsche Design phones, to entry-level phones around $100. We can match different categories of customers,” Guan added.

He noted that beyond smartphones, the company also offers a broad ecosystem of smart devices including watches, earbuds, tablets and laptops.

“We are in the AI era. We will continue to create more AI-empowered products so Nigerian consumers can experience advanced technology. With our full range of smartphones and smart products, we believe we can secure a certain level of market share,” he said.

Projecting confidence in the brand’s retail expansion strategy, Guan stated that HONOR aims to exceed five per cent market share in Nigeria within its first full year of operations in 2026.

“I understand how to do business in this market, how to create a retail strategy and how to cooperate with major dealers. After half a year of development, we believe we can achieve more than five per cent market share this year,” he said.
Addressing concerns about purchasing power in Nigeria, Guan said the company has factored affordability into its pricing model.

“Last year, we launched Play 10, which is less than $100, and it was well received. The X9D is competitively priced lower than other brands in the same category, but with higher specifications in memory, camera and battery,” he explained.

On brand positioning, Guan recalled HONOR’s roots as a former sub-brand under Huawei, noting that the company retains similar technological strengths while offering full Google services.

“Many Nigerians remember Huawei. We have similar technology and even more AI functions. We also have full Google services. We are a totally new AI technology brand, but with a history that consumers can relate to,” he said.

Also speaking, National Retail Manager, HONOR Nigeria, Agbebiyi Abiodun, said the summit was organised to brief partners on the company’s milestones and marketing roadmap.

“It is the official launch of the HONOR X9D. One of its key selling points is the strong gorilla glass screen and its 8,300mAh battery, which is currently one of the biggest capacities in Nigeria,” he said, adding that the device comes with IP rating protection for water and dust resistance, allowing it to withstand submersion in water for up to 30 minutes.

“With this device, users can play games, listen to music and carry out daily activities seamlessly without worrying about battery life. We care about Nigerians and want to give them the best,” Abiodun added.

On market penetration, he revealed that HONOR has secured partnerships with major outlets and independent retail stores nationwide.

“From last year till now, we have recorded significant sales volumes. For a new brand to push thousands of units shows acceptance. People love the brand because it is pocket-friendly and delivers value,” he said.

Abiodun expressed optimism that the launch of the X9D would strengthen the brand’s premium positioning and deepen consumer trust in the coming months.

Similarly, Key Account Manager, HONOR Nigeria, Desmond Asuelimen, described the brand’s entry into Nigeria as a potential “game changer” for the mobile phone industry.
“We have a global reputation for producing high-quality phones at competitive prices. Our products are not made for Africa alone; they are global devices that can be used in Nigeria, America, the UK and anywhere in the world. Our quality is not compromised,” he said, adding that the company is expanding aggressively and expects its sales volume to grow significantly.

“It will be a big surprise for the industry. We are going to shake the market,” Asuelimen stated.

Industry analysts say Nigeria remains one of Africa’s largest smartphone markets, driven by a youthful population and rising demand for affordable, feature-rich devices, making it a battleground for global technology brands seeking expansion.