HONOR’s customer first strategy is reshaping South Africa’s smartphone market

HONOR has been steadily climbing in South Africa’s smartphone rankings, but its rise is not being driven by specs alone. Instead, the brand has doubled down on a customer centric approach that prioritises service, durability and everyday usability. This strategy is resonating strongly with South Africans who want real value without losing features or long term reliability.

The company’s latest release, the HONOR X7d, is a clear example of how HONOR is positioning itself. It blends premium feel and toughness with a price that respects tight household budgets. And beyond the device itself, HONOR is focusing on how people experience the brand in stores, online and through after sales support.

Listening first and building around real needs

HONOR’s growth has a simple foundation. The company spent time listening to what South Africans struggle with. Local smartphone users want strong battery life, durability, affordable repair support and features that matter in daily life rather than marketing hype.

“Mzansi is asking smarter questions,” says Fred Zhou, CEO of HONOR South Africa. “People want a phone that works hard in real life and not just on a spec sheet. Competitive pricing only means something when it comes with performance, durability and intelligent tools that stay useful for years.”

This consumer driven mindset explains why HONOR’s reputation for reliability and value has grown quickly. South Africans want technology that fits real world stresses such as load shedding, travel, outdoor work and fast paced content creation.

Bringing the brand closer to how people shop

HONOR has recognised the need to meet customers where they already are. Instead of relying only on traditional retail displays, the brand has started building more immersive touchpoints.

One of the best examples is the new HONOR Lounge inside Edgars at Gateway in Durban. Rather than a typical tech store setup, the space blends fashion, beauty and technology in a single environment. It allows shoppers to see, touch and test devices in a way that feels familiar and comfortable.

These retail experiences are part of a broader shift toward connection. HONOR wants customers to feel engaged and supported throughout the ownership journey, not just at the point of purchase.

Support that reduces stress instead of adding to it

Aftersales support has become a major differentiator in the local market. HONOR understands that a good device is only one part of the experience. When something goes wrong, the support system must be fast and accessible.

HONOR’s Care screen protection and courier to door repair service directly address two of the biggest pain points for consumers: time and transport. Instead of taking time off work to visit a service centre, customers can arrange collection and delivery from their home or workplace.

This level of convenience has helped the brand build trust in a market where repair processes are often slow and frustrating.

The HONOR X7d shows what customer first design looks like

The new HONOR X7d is designed around everyday challenges. It offers a massive 6 500 mAh battery, 5 star SGS Premium Drop Resistance, and an IP65 rating for dust and water. It is built to survive harsh environments, sudden storms and occasional drops.

The device also includes an Instant AI Button that unlocks HONOR’s next generation Alpha Plan. With one tap, users get image cleanup, translation tools and daily task shortcuts. Students, side hustlers, creators and busy parents can work faster without navigating endless menus.

At a recommended retail price of R3 999, the HONOR X7d aims to deliver premium benefits without the premium cost.

A brand that is growing by earning trust

HONOR’s rise in South Africa shows what can happen when a smartphone brand respects its users. Durable devices, meaningful AI features, helpful support systems and imaginative retail spaces all contribute to a relationship that feels personal.

By building around what South Africans actually want, HONOR is becoming more than another device manufacturer. It is becoming a brand that listens and consistently delivers on its promises.

The HONOR X7d is available in Desert Gold and Velvet Black across major retailers, including the new Edgars Gateway experience.