Today, Yu Chengdong (Richard Yu), CEO of Huawei Technologies' Consumer BG made an unexpected announcement: they plan on discontinuing their longstanding P series smartphones and replacing it with Pura devices - with Pura 70 serving as its inaugural device in this new lineup. Huawei revealed they had begun planning this rebrand since 2019, filing trademark applications for "Pura" and "HUAWEI Pura".
Rebranding of Smartphone Series
Huawei has made an important change to their smartphone range with this announcement of an overhaul by moving away from P series phones towards Pura series phones - and unveiling Pura 70 as their debut device under this banner is testament to this effort by Huawei to transform both their product offering and brand image.
Long-Term Planning
Huawei's consideration of their rebrand for half a decade illustrates their long-term planning and foresight employed by company leadership. By securing trademarks for "Pura" and "HUAWEI Pura" in 2019, they've set in motion an easy transition into their Pura series and introduced an exciting new chapter for their smartphone portfolio.
