Quietly, a mobile phone manufacturer is skyrocketing in Spain. One that hits right in the nostalgia

There was a time when it seemed that consumers only had eyes for Xiaomi when looking for an affordable mobile phone. Things are starting to change. The data of Omdia For the first quarter of 2026 they show a significant drop compared to 2025 for the Asian manufacturer, with Motorola taking center stage.

The numbers. The European phone market grew 2% year-on-year in the first quarter of 2026, with Samsung as the big name. The company, according to data from the consulting firm, already has a 38% share, its best number in years with a growth of 3%.

But Apple. The good global results of the iPhone 17 They already left us a clue about what could happen in Europe. Apple grew 9.9%, thanks to relatively affordable price models such as the iPhone 16e and the commercial success of its new models.

Apple remains in second place, but with a striking fact: it sold 8.8 million iPhones compared to Samsung’s 12.6, and still grew at three times the rate of its rival. Samsung depended largely on the Galaxy A16 4G to sustain their numbers.

Xiaomi. The Chinese company maintained third place, although its fall was the most pronounced. Xiaomi falls no less than 15% in Europe, although the numbers have fine print: the company sold fewer phones, but the ones it did sell were more expensive.

Xiaomi’s average price (ASP, Average Selling Price) rose by 21%, mainly after the launches of the series Xiaomi 17 and the good sales of the Xiaomi 15T. It is a strategy that is working for them: although they sell fewer units, they sell much more expensively. Mainly, the markets in which these ranges worked the most were France, Germany and… Spain.

And Motorola arrived. Motorola has been obsessed with the Spanish market for some time. It knows that we like quality-price phones, and that the buyer still has a certain nostalgia for a brand that always had a good product. Thanks to its expansion in Spain and Portugal, the company has grown 17% year-on-year, with almost two million units sold.

A quick look on Amazon makes it easy to understand what’s going on. Motorola has a barrage of phones available at competitive prices, clean software that does not generate any type of friction, and an acceptable update policy.

to stay. Motorola has a clear market strategy in which Spain is a fundamental market: affordable and accessible mobile phones. For its part, Xiaomi is turning towards Be increasingly premium to improve your margins.

A golden opportunity for a manufacturer that once flooded Spain with Moto G, to once again travel the path of commercial success.

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