HONOR 400 Series Lands in SA, Backed by AI Ambition and Aggressive Retail Offers
Global technology brand HONOR made a grand statement in South Africa last night, officially launching its new HONOR 400 and HONOR 400 Pro smartphones at the iconic Kyalami Grand Prix Circuit.
The event not only unveiled the pricing for these highly anticipated devices but also underscored HONOR's strategic pivot towards becoming an AI ecosystem company, backed by compelling retail incentives for early adopters.
The new lineup enters the market with competitive pricing: the HONOR 400 is set at R12,999, while the more powerful HONOR 400 Pro comes in at R17,999. While positioned in the mid-to-premium segment, both devices boast features typically found in much more expensive flagship models, a point emphasized by HONOR during the launch.
Premium Features at Accessible Prices
A deep dive into the specifications reveals just how close these phones are to the high-end spectrum. Both the HONOR 400 and 400 Pro feature impressive 200MP main cameras, large 6000mAh silicon-carbon batteries, vibrant AMOLED 120Hz screens, and powerful Snapdragon platforms (Snapdragon for the 400, Snapdragon 8 Gen 3 for the 400 Pro).
They also run the latest Android variant layered with HONOR’s proprietary MagicOS skin. The Pro model further boasts sapphire glass and a titanium alloy bezel, underscoring its premium build.
Beyond the raw numbers, a significant focus was placed on the extensive AI functionality integrated into these devices. HONOR expressed a clear ambition to transition from merely a device manufacturer to a comprehensive AI ecosystem provider. This vision translates into a wide array of AI features for both everyday use and content creation.
During hands-on demonstrations at the launch, the AI SuperZoom capability particularly impressed, allowing for substantial magnification without noticeable loss of image quality.
An AI Eraser tool for removing unwanted elements or people from photos was also showcased, highlighting its potential for both privacy and perfected snapshots. Unique to the Pro model is also AI Deepfake Detection and on-device call translation, directly addressing growing digital concerns.
The devices also struck a good balance in terms of ergonomics. Despite housing large camera arrays and substantial batteries, both 400 variants are slim and exhibit good weight distribution, contributing to a comfortable in-hand feel.
Enticing Launch Offers for Early Adopters
To further entice consumers, HONOR South Africa CEO Fred Zhou revealed a suite of attractive launch offers. Buyers who purchase either the HONOR 400 or HONOR 400 Pro between 1st June and 31st July 2025 will receive R8,000 worth of additional value.
This includes three free devices: the HONOR Choice Watch 2i, HONOR Choice Earbuds X7 Lite, and an HONOR Choice Powerbank 10000mAh. Beyond the accessories, early adopters will also benefit from 36 months of battery health protection and a 365-day display warranty.
Adding to the excitement, HONOR is running a competition for purchasers of any HONOR phone between August and December, offering a fully-paid trip to watch Bafana Bafana play overseas in Morocco at the Africa Cup of Nations. For HONOR 400 shoppers specifically, a separate competition in July offers a trip to watch Bafana Bafana versus Nigeria locally in Bloemfontein.
With these aggressively priced devices, compelling incentives, and a clear strategic pivot towards AI innovation, HONOR has set an ambitious goal: to become the number one phone company in South Africa by 2028.
The coming months will reveal if this bold strategy can indeed secure them a dominant position in Mzansi's competitive mobile economy. The HONOR 400 series is available from leading mobile networks including Vodacom, MTN, Telkom, and Cell C.
Written by: Shihaam (Gabriela) Steyn-Adams.
Guzzle Media
