The Indian smartphone manufacturer Realme has chosen Madrid to install its main offices, which it will use to spearhead its establishment and expansion throughout Europe. The company sees Spain as a strategic market for initiating its operations on the old continent.

According to Levi Lee, director of Realme for Europe: “Spain is an important market for us, due to its openness to innovation and change. The Spanish consumer culture aligns very well with our motto Dare to Leap. In addition, the growth in the demand for mobile products outside the mainstream market makes Spain not only a priority market, but also the ideal location for our headquarters in Europe”.

A journey of one and a half years
Although it arrived in the Asian market barely one year and half ago, by May 2018, Realme was strongly positioned thanks to its offer of latest generation terminals at affordable prices. The firm has disassociated itself from the mid range with devices thanks to its technological innovation, speed and power, coupled with a modern design.

This strategy has made the brand very popular with the young and adolescent public, and has established it as the fastest growing mobile phone manufacturer in the market. It hopes to replicate that success on its arrival in Europe, and rapidly become the top seller in its category.

Worldwide launch
The company sought to underline its confidence in Spain with the global launch of its new model, the X2 Pro, at its presentation on October 15. “The presentation of our first flagship today is our way of demonstrating our firm commitment and support for this market”, said Lee.

The event also served to present Emilio Álvarez, the new general manager for Spain, who had been appointed to the role only days before. His initial objective will be to centralize the main tasks and responsibilities related with brand positioning, marketing actions, relations with partners and distributors, sales, and coordinating the team. He will also participate in consolidating the European portfolio.

Álvarez believes that Realme “has great potential to become one of the most popular mid-range brands among Spanish consumers”.