Oppo Plans Major European Investment to Compete with Apple and Samsung in Premium Smartphones

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Oppo commits to increased investment and growth in Europe’s premium smartphone market, targeting a 5-10% share and aiming to offer a distinct third choice alongside Apple and Samsung.

Chinese smartphone maker Oppo has announced an ambitious plan to significantly boost its investment in Europe over the next three years as it seeks to strengthen its foothold in the premium smartphone market and challenge the dominance of Apple and Samsung in the region. At a press briefing in London, Oppo Europe’s CEO Elvis Zhou outlined the company’s strategy to increase investment by 30% annually through 2029, focusing on key markets including the UK, France, Germany, Italy, and Spain. Although Oppo did not disclose exact figures for past or future investments, the commitment signals a clear prioritization of Europe in its global expansion efforts. Zhou emphasized that Oppo is not aiming to replace established brands but rather to provide a differentiated third option to European consumers. The company believes capturing between 5% and 10% of the premium smartphone segment in Europe is achievable by targeting younger buyers aged 18 to 35. Oppo plans to appeal to this demographic by focusing on camera technology, battery life, and especially artificial intelligence features, rather than competing primarily on low prices. A recent internal market survey indicated that over 40% of young consumers consider AI tools a key factor when choosing smartphones. Oppo intends to double sales of its high-end Find flagship series in 2027 compared to 2026, building on a trend where more than half of Oppo devices sold in the UK in early 2026 were from the Find lineup. Expansion across more than 20 European countries is underway, including new markets like the Nordics, Poland, and Romania, with Spain currently the largest market. Despite challenges such as past patent disputes leading to temporary sales suspensions in Germany and losing exclusive distribution in France, Oppo remains committed to stable, long-term growth without relying on short-term discounts. With its global shipment value increasingly generated overseas, Oppo is determined to establish a strong presence in Europe’s high-end smartphone segment by offering a distinct product experience rather than competing on affordability alone. The company’s strategy marks a notable push to disrupt the established duopoly of Apple and Samsung in the region's premium market. Oppo’s latest Find X10 and Find X10 Pro Max models are set for a global launch on 21 October 2026, representing the brand’s continued push into premium devices.