Vivo appears to be preparing to launch yet another new sub-brand — Jovi. This move could further strengthen its position in the global smartphone market and enhance competition with rivals like Xiaomi. Recently, three devices bearing the Jovi brand have been spotted on the GSMA database, fueling speculation about the brand’s imminent launch.
The emergence of Jovi as a new brand
While the name “Jovi” is not new to Vivo users — the company has previously used it for its AI assistant — it seems that Jovi is set to evolve into a standalone smartphone brand. Leaked information suggests that Jovi is preparing to introduce the Jovi V50, Jovi V50 Lite 5G, and Jovi Y39 5G.
These devices have appeared on the GSMA database, each showing model numbers that align closely with Vivo’s existing devices. For instance, the Jovi V50 and Vivo V50 share the same model number, V2427, and the Jovi V50 Lite 5G mirrors the Vivo V50 Lite 5G (V2440). This could mean that Jovi-branded phones are, at least initially, rebranded versions of Vivo’s smartphones.
What to expect from Jovi smartphones
From the leaked models, it seems that Jovi’s initial focus will be the mid-range and entry-level price segment. The Jovi V50 Lite 5G and Jovi Y39 5G indicate that the new brand might prioritize affordable 5G devices, capitalizing on the rapidly expanding 5G market, especially in regions with increasing adoption of 5G.
There is also speculation that Jovi will have a regional focus, particularly in China. For example, the Jovi Y39 5G appears to have a China-specific variant with a Vivo-branded model number. This suggests that Jovi might begin its journey in China before eventually expanding to other regions. However, Vivo has yet to officially confirm these details.
While the news of a new sub-brand is exciting, it’s also important to remain cautious. The appearance of Jovi models in the GSMA database may simply be an early step and does not guarantee the products will be launched. Companies often register model names without a definite product release in mind.
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