Chinese smartphone manufacturers often create sub-brands to target specific market segments, and Vivo appears to be planning the introduction of a new sub-brand called Jovi. This move follows the company’s history with its sub-brand iQOO and mirrors similar strategies by competitors like Xiaomi with Redmi and Poco.
Vivo users might recognize the name Jovi, as the company has previously linked it with their AI assistant and system applications. However, recent developments indicate that Vivo may be transitioning Jovi into a distinct smartphone brand.
Records from the GSMA database reveal three upcoming devices under the Jovi name: the Jovi V50 (model number V2427), the Jovi V50 Lite 5G (model number V2440), and the Jovi Y39 5G (model number V2444). Notably, these model numbers align with Vivo’s existing devices, such as the Vivo V50 and V50 Lite 5G. This suggests that Jovi may rebrand current Vivo models for their initial offerings.
These rebranded devices could target specific markets where Vivo aims to strengthen its position. By using familiar hardware under a new name, the company may be testing the waters for the Jovi brand without developing entirely new models.
It’s important to note that while the GSMA database is typically reliable, Jovi has not officially announced its launch yet. Plans could still change before they unveil any products. For now, the available information highlights Vivo’s possible steps toward introducing a new sub-brand, but further details remain uncertain.
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