HONOR 400 Series achieves 183% surge in UK launch week sales

HONOR has reported a 183% increase in opening week sales for its newly launched HONOR 400 Series in the United Kingdom compared to the previous generation.

The announcement follows the launch of the HONOR 400 Pro 5G and HONOR 400 5G, both of which are equipped with a 200MP Ultra-clear AI Camera and advanced AI image editing features. The sales surge signals heightened consumer interest in devices offering AI-powered photography and content creation functionalities.

The HONOR 400 Pro 5G features what the company describes as unmatched 'AI Editing' tools, designed to enhance user creativity in daily activities. The device introduces an 'AI Image to Video' feature provided by Google Cloud, which enables users to experiment with various image generation possibilities. Additionally, the HD Moving Photo function captures and preserves five seconds of live moments, facilitating straightforward sharing or editing on social media platforms.

Beyond these features, the HONOR 400 Pro 5G is equipped with several intelligent options designed to improve photographs, including HONOR 'AI Eraser', 'AI Outpainting', 'AI Erase passers-by', and 'AI Remove Reflection'. These tools are intended to allow users to refine images by removing unwanted elements or enhancing specific attributes.

The significant sales performance in the UK reflects what the company describes as broader market success in Europe. According to data from Counterpoint Research's Q1 2025 Smartphone Market Monitor, HONOR saw 20% year-on-year growth across the European market during the first quarter of the year. The report positions HONOR as the fourth-largest original equipment manufacturer in the region, noting the company as "the only real bright spot" in the sector.

Bond Zhang, CEO of HONOR UK&I, commented on the development, stating, "The HONOR 400 Series, with its revolutionary AI features, is truly a game changer, and we are delighted to see that customers in the UK are as excited as we are to get their hands on our latest smartphone lineup. This initial sales momentum not only highlights the HONOR 400 Series' appeal as the best AI camera phone in its price segment but also signals a strong market appetite for advanced, AI-driven mobile content creation."

The growth in the UK market extends a trend for HONOR, which has recently described itself as the nation's fastest-growing smartphone brand. The company attributes this progress to sustained investment in the development of premium smartphones and a strategic expansion in distribution. In 2024, HONOR devices achieved 70% year-on-year sales growth, and both retail and operator distribution channels doubled throughout the UK.