Vivo to Introduce New Jovi Smartphone Sub-Brand

Vivo is reportedly launching a new sub-brand called Jovi, a name already familiar as Vivo's AI assistant. The new brand will initially feature rebranded Vivo V and Y series phones, including the Jovi V50, Jovi V50 Lite 5G, and Jovi Y39 5G. This strategy mirrors other brands like Xiaomi's POCO, which rebrands Redmi K-series phones.

The information comes from the GSMA database, revealing model numbers matching existing Vivo phones. While this suggests an imminent launch, there's no official confirmation from Vivo. It remains unclear if the new brand will also introduce a new Android skin, JoviOS, as rumored.

This move follows a trend of Chinese smartphone makers establishing sub-brands for different market segments. Examples include Realme, originally an Oppo lineup, and Redmi, now a separate entity from Xiaomi. Ulefone, another Chinese manufacturer, also employs a similar strategy.

Key Highlights

  • New Jovi sub-brand to feature rebranded Vivo phones.
  • Initial models include Jovi V50, V50 Lite 5G, and Y39 5G.
  • Launch imminent, but no official confirmation from Vivo.
  • Possible introduction of JoviOS Android skin.

For more on Chinese smartphone brands and their strategies, see this article on the 2025 Macbook Air and iCloud alternatives.