Oppo plans to grow its presence in Europe by focusing on premium smartphones, according to Elvis Zhou, CEO of Oppo Europe, who spoke to TechRadar. The strategy aims to offer a third premium option alongside the two brands that dominate the market, rather than replace them or compete mainly on price.
The challenge is steep. The source says Apple and Samsung each account for 34% of the European smartphone market, while estimates put Oppo’s share between 1% and 4%. It also cites Counterpoint Research data showing that Q3 2026 was the weakest third quarter for smartphone sales in 14 years. Oppo, Xiaomi, and Vivo all lost market share compared with the same period in 2025.
Zhou said Oppo’s research identified three trends that could help: younger Europeans are increasingly willing to buy phones online, are interested in trying a third premium brand, and ask AI tools about phones during purchase decisions. According to the company’s survey, more than 40% of young people ask AI tools when they want to buy a new phone.
The article reports that ChatGPT surfaced the Oppo Find X9 Ultra as its top choice in a search for the best phone for photography, while Google did not mention Oppo in its initial results. Zhou also said European consumers pay close attention to data privacy and that Oppo focuses on meeting compliance requirements. The company’s upcoming Find X10 and X10 Pro Max are expected to be the first test of its premium strategy.
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