Chinese smartphone makers have a knack for creating sub-brands to cater to different market segments—just look at Redmi, Poco, iQOO, and realme. Now, vivo appears to be preparing its next sub-brand, following the success of iQOO.
The new brand, reportedly called Jovi, may ring a bell for vivo fans, as the name has long been associated with its AI assistant and system apps. However, it seems Jovi is ready to graduate into its own identity as a smartphone brand.
According to records discovered in the GSMA database (that’s the GSM Association, not affiliated with us), vivo is gearing up to launch three devices under the Jovi name. These include the Jovi V50 (model number V2427), Jovi V50 Lite 5G (model number V2440), and Jovi Y39 5G (model number V2444).
Interestingly, the Jovi V50 and vivo V50 share the same model number, as do the Jovi V50 Lite 5G and vivo V50 Lite 5G. This suggests that Jovi’s debut lineup might consist of rebranded versions of existing vivo devices, likely tailored for specific markets.
That said, it’s worth noting that plans are always subject to change. While the GSMA database is a reliable source, nothing is official until vivo makes an announcement. It’s possible the company could alter its strategy or even shelve the Jovi brand entirely before launch.