Oppo targets third premium spot in Europe behind Apple, Samsung
Oppo Europe CEO Elvis Zhou told TechRadar the company wants a differentiated premium phone, not a cheaper one, as it pursues European growth.
Oppo Europe CEO Elvis Zhou has outlined an aggressive premiumization strategy for the European market, positioning the company as a third premium option alongside Apple and Samsung, in a roundtable interview with TechRadar.
Zhou said the European premium market is dominated by two brands and that consumers there would be interested in a third good option. He said Oppo aims to offer a differentiated third premium choice rather than a more affordable smartphone. Oppo cited market research indicating most premium users would be happy to try a third premium brand.
Oppo also identified three trends shaping its approach: young European consumers buying phones online, distrust of advertising in favor of organic social media user experiences, and the use of AI tools during purchase decisions. According to the company's own survey, more than 40% of young people ask AI tools questions when buying a new phone.
TechRadar reported that a ChatGPT search for the best phone for photography put the Oppo Find X9 Ultra first, while Google did not reference Oppo early in its results.
An uphill market
The premium push comes after a difficult stretch. Counterpoint Research put Q3 2026, covering July to September, at the lowest Q3 for smartphone sales in 14 years, with Oppo, Xiaomi and Vivo all losing market share versus the same period in 2025. Apple and Samsung were the only two makers to grow share in that quarter, though both saw year-on-year sales declines, and together account for 68% of the European smartphone market (34% each), while Oppo's European share is estimated at between 1 and 4%.
Quick answers
What is Oppo's strategy for Europe?
Oppo Europe CEO Elvis Zhou said the company is pursuing premiumization and wants to be a differentiated third premium option alongside Apple and Samsung, rather than a cheaper alternative.
How much of the European smartphone market does Oppo have?
Oppo's European share is estimated at between 1 and 4%, while Apple and Samsung together account for 68% (34% each).
What role does AI play in Oppo's plans?
Oppo cited its survey saying more than 40% of young people ask AI tools questions when buying a new phone, and identified AI use in purchase decisions as one of three trends.