Motorola Shakes Up Europe’s Foldable Market as Samsung–Honor Duopoly Falters

For years, Samsung has sat comfortably at the top of the foldable-smartphone world. But in 2025, a new contender has stepped into the spotlight—and it’s rewriting the rules of Europe’s most competitive mobile battleground.

Motorola’s Razr series has surged in Western Europe during the first half of 2025, transforming what was once a two-horse race dominated by Samsung and Honor into a four-brand showdown reshaping the future of foldables.

A Market in Motion: Samsung’s Long Reign Begins to Crack

Western Europe’s foldable segment has traditionally been shaped by two clear power centers: Samsung’s Galaxy Z lineup and Honor’s Magic V series. Their combined influence defined the market for years.

But the tide has turned. Motorola’s Razr 60 captured 15% of shipments in the first half of 2025—enough to claim the No. 1 spot. When combined with its predecessor, the Razr 50, Motorola’s share rises to 27%, signaling a fundamental rebalancing of power.

This shift stands in stark contrast to 2024, when Honor’s Magic V2 and Samsung’s Galaxy Z Flip 5 each held over 20% of the market and maintained a stable duopoly. Today, no single brand dominates, and the competitive field has tightened dramatically.

It’s not merely a “new product bump.” The numbers suggest something deeper: a structural shift in influence among the major players.

Why Europe Loves the New Razr

Motorola’s resurgence is no accident. Its growth is the product of disciplined, European-tailored strategy:

1. Carrier Expansion Fueled Visibility

The Razr 50 and Razr 60 quickly secured shelf space with major carriers across the U.K., Germany and France—dramatically increasing accessibility and consumer awareness.

2. Clear Product Positioning Resonated with European Buyers

Motorola split its flip-style portfolio into mid-range and premium tiers, reducing decision fatigue and aligning with Europe’s preference for rational spending. Shoppers could easily choose a model that fit both lifestyle and budget.

3. Lifestyle-Driven Design Won Over Younger Users

Lightweight builds, refined hinge engineering and expanded cover-screen functionality helped the Razr line transcend the category. For many buyers, it became more than a device—it became a personal statement piece.

The Rise of a Four-Way Battle—With Google in the Mix

By mid-2025, Western Europe’s foldable arena has evolved into a genuine four-brand contest: Samsung, Honor, Motorola and Google.

Google’s Pixel 9 Pro Fold secured top-tier shipment rankings alongside the Razr lineup. And in early October, the Pixel 10 Pro Fold rolled into major European retail channels, backed by aggressive trade-in deals and bundle promotions—especially in the U.K., where feedback has been strongly positive.

The competition is poised to intensify even further: Samsung’s Galaxy Z7 series is scheduled to join the fray during the year-end shopping season, setting the stage for one of the most crowded holiday cycles the foldable market has ever seen.

Tech Insider Columnistㅣtlswnqor@naver.com