Huawei throws weight behind Nova 13 to drive market comeback
11 Feb 2025
Huawei launched the Nova 13 and says the midranger is set to play a pivotal role in the company’s global recovery and South African market strategy. Speaking at the launch event, Peter Feng, CEO of Huawei South Africa’s Consumer Business Group, reflected on the brand’s remarkable resurgence, despite years of international challenges: “2024 was a year of transformation for Huawei. We not only recovered but surpassed our 2019 revenue – our previous peak year.”
“With the HUAWEI nova 13, we are bringing the same momentum that made us the market leader in China to South Africa,” Feng continued.
“This device reflects our dedication to innovation, quality, and reconnecting with our global audience.”
Huawei’s Nova line has been a symbol of the company’s ability to innovate under pressure.
It began life when Google abruptly cancelled the Nexus project after commissioning Huawei to develop the final phone under the moniker before pivoting to the Pixel series.
Camera improvements
For Nova 13 the key feature is a 60MP ultrawide selfie camera, paired with the AI Best Expression feature, which ensures every group photo is flawless by selecting the best expression for each person.
“More than 50% of consumers choose their smartphones based on the front camera,” Feng explains.
“With the nova 13, we’re delivering clarity, detail, and intelligent enhancements that empower users to capture their best selves… it’s not just about taking photos; it’s about capturing confidence and personality.”
Fast charging in response to market demands
In addition to its photography prowess, the Nova 13 features 100W SuperCharge Turbo, capable of charging the device to 50% in just 10 minutes, and a 5000mAh battery for long-lasting performance.
Huawei’s strategy with the Nova 13 shows its ambition to dominate the premium mid-tier market.
“The Nova 13 is a key part of our market repositioning,” says Feng about the device’s significance within Huawei’s recovery plan.
“It aligns with our commitment to delivering premium, stylish, and accessible technology while rebuilding trust and excitement in our brand globally and in South Africa.”
South Africa the strategic market
South Africa’s importance in Huawei’s global resurgence was a focal point during the event.
Feng acknowledged the country as a critical international market for the brand’s recovery strategy, particularly after Huawei’s solid performance in China.
“South Africa is our first overseas battle ground,” Feng noted.
We’ve already seen overwhelming support here, and we’re committed to bringing more flagship and premium devices to South African consumers.
As part of the Nova 13’s launch, Huawei announced a partnership with South African Olympic silver medallist Bayanda Walaza.
The 18-year-old athlete’s journey of perseverance and achievement mirrors Huawei’s values and determination.
“Bayanda embodies ambition and the drive to push boundaries, just like Huawei,” said Feng.
Walaza added that “this partnership reflects my commitment to inspire South Africans to strive for healthier, more fulfilling lives.”
Building momentum with AI and style
Huawei’s vision extends beyond smartphones, with plans to integrate advanced AI functionality across its devices.
“Our strategy is clear: premium, stylish, and tech-driven,” Feng explained.
“Nova 13 is a shining example of this vision, and we’re excited to continue building momentum in 2025.”
Huawei is not only reclaiming its place in the smartphone market but redefining it.
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