It seems like Vivo might be introducing yet another sub-brand, which is expected to be called “Jovi”. This isn’t the first time Vivo has created a sub-brand as it launched iQoo as its first back in 2019.
Creating sub-brands is not a foreign practice in the tech space. For instance, Vivo’s sister company, Oppo, created Realme back in 2018, which later ventured off as its own brand. Other competitors, such as Xiaomi also own multiple sub-brands under its belt, including Redmi and Poco.
The name “Jovi” isn’t exactly new to Vivo
Jovi might be a new name to those who are new to the Vivo brand or products in general. However, it seems like the Jovi was once used in Vivo’s system applications, mainly for its AI assistant.
Now, it seems like Vivo might use it once again as the name for its potential new sub-brand.
3 Jovi devices spotted on GSMA’s database
According to Smartpix, three devices have been spotted in GSMA’s database. This includes the Jovi V50, Jovi V50 Lite 5G, and the Jovi Y39 5G, which could make their debut sometime next year (2025).
However, it seems like these Jovi devices could be rebadged models of existing Vivo smartphones, judging by the similar model numbers they’re using. For instance, the Jovi V50 shares the same “V2427” model number as the Vivo V50. The same applies to the Jovi V50 Lite 5G and the Vivo V50 Lite 5G, with their “V2440” model numbers. Still, we have yet to see what these Jovi phones look like, so the above could just be mere speculations.
Nevertheless, to differentiate itself from other players, including existing brands under the BBK umbrella, the potential sub-brand will need to have a unique identity, including offering distinctive features or focusing on catering to specific markets.
At the end of the day, it has to be mentioned that BBK and Vivo have yet to officially launch or confirm the Jovi brand or the three models mentioned above. The registration of the devices on the GSMA site could just be a preliminary step. Therefore, this does not guarantee that the brand or devices will certainly come true.
