Oppo Plans Increased Investment to Challenge Apple and Samsung in European Premium Smartphone Market

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Oppo will boost its European investment by 30% annually through 2029 to grow its premium smartphone presence and target younger consumers, aiming for up to 10% market share against Apple and Samsung.

Chinese smartphone manufacturer Oppo has announced plans to significantly increase its investment in Europe over the next three years, aiming to strengthen its position in the premium smartphone segment and compete more effectively with market leaders Apple and Samsung. At a press event in London, Elvis Zhou, CEO of Oppo Europe, detailed the company’s strategy to increase annual investment by 30% through 2029, although specific financial figures were not disclosed.

Oppo will concentrate its efforts on five key European markets: the United Kingdom, France, Germany, Italy, and Spain, with Spain currently representing the company’s largest market in the region. Zhou emphasized Oppo’s intent to offer a distinct third option in the high-end smartphone market, rather than attempt to replace the well-established dominant brands.

The company is targeting younger consumers, particularly those aged 18 to 35, focusing on device features such as camera performance, battery life, and artificial intelligence capabilities rather than competing primarily on price. Oppo research indicates that over 40% of young consumers consider AI tools a decisive factor when purchasing devices.

Zhou expressed confidence in achieving a 5% to 10% share of the European premium smartphone market. He also revealed ambitions to double sales of Oppo’s high-end Find series smartphones by 2027 compared to 2026. Highlighting momentum, Omdia reports that over half of Oppo devices sold in the UK during the first half of 2026 were from the Find series, which quadrupled its share of Oppo’s European sales in 2026 year-over-year.

Looking ahead, Oppo plans to launch new Find series models globally on October 21, 2026, further reinforcing its premium positioning. Zhou acknowledged challenges related to lengthening device replacement cycles and stressed that Oppo will not compete on low price points or short-term discounts. Instead, the focus will be on delivering differentiated, high-quality user experiences.

Oppo currently operates in over 20 European countries and is expanding into Nordic markets, Poland, and Romania. Despite hurdles such as a patent dispute with Nokia in 2022 that temporarily halted sales in Germany, and the loss of an exclusive distributor in France in 2023, Oppo remains committed to steady, sustainable growth in Europe. Globally, Oppo ranks among the top four smartphone vendors by shipment volume in the first half of 2026, with more than 60% of its shipment value generated outside China.

This renewed investment and strategic focus mark Oppo’s determined effort to establish itself as a credible alternative in Europe’s premium smartphone arena dominated by Apple and Samsung.