Chinese tech giant Huawei is reportedly preparing to launch a new sub-brand named OSTA, also known as “Star.” The official debut is slated for November 20th at 2:30 PM, coinciding with the HarmonyOS Smart Selection V8 event, which will also introduce the “Star” brand.
Honor Responds to Huawei’s New Brand Initiative
The announcement of another Huawei brand has sparked curiosity among consumers. A blogger reached out to Honor’s Global Marketing Director, Guan Haitao, to inquire about the potential impact of Huawei’s “Star” launch on Honor.
Guan Haitao offered a positive response, stating, “Welcome ‘Star,’ together towards glory! The most significant aspect of this event is to let everyone know: Honor is Honor. Honor embodies the courage to dream and to forge a distinct path.”
This statement emphasizes Honor’s established independence from Huawei and its confidence in its unique brand identity.
The official Huawei “Star” account describes itself as a “pioneer that goes beyond design, explores more directions through innovation, and connects boundless possibilities with technology.” The brand is positioned as a “new beginning.”
Historical Context: From Sub-Brand to Independence
It’s worth recalling that Honor was founded in December 2013 as a sub-brand of Huawei. However, in November 2020, Honor officially separated from Huawei and began operating independently. Huawei currently holds no shares in Honor, and both brands have distinct market positions.
Huawei’s move to create a new sub-brand is likely aimed at expanding its market presence in smartphones and other devices, particularly in a highly competitive landscape. The introduction of “Star” could signal Huawei’s strategy to diversify its product lineup and reach new consumer segments, while clearly differentiating its positioning from the now independent Honor brand.
Guan Haitao’s reaction reflects Honor’s maturity and confidence. Instead of viewing the new brand as a direct threat, Honor highlights its autonomy and the unique value it offers consumers. This approach allows both brands to develop in parallel, each in its own niche, without creating direct internal competition, while indirectly contributing to the overall Huawei ecosystem (particularly through the shared HarmonyOS platform).
The future development will reveal Huawei’s strategy for its new “Star” brand and the products it will bring to market. However, it is already evident that the company is committed to continuous growth and innovation, constantly seeking new avenues for development.
Source: ithome.com
