Vivo Prepares a New Sub-Brand for Launch in 2025; Three Devices Spotted on GSMA

Vivo has an existing sub-brand we all know as iQOO, home to some of the company’s best consumer phones and gadgets, but Vivo wants to branch even further. We hear talks about the company extending its umbrella to a new sub-brand that might be named ‘Jovi.’

If you are a Vivo phones user, you must’ve seen it around your phone’s UI with a built-in AI assistant named ‘Jovi.’ From what we hear, Jovi is getting a major promotion and now has a full-fledged brand named after it. Now Vivo can divide its phones into more segments and cater to more areas and demographics.

GSMA’s IMEI database reinforced the rumor even more, listing several phones that belong to this sub-brand: Jovi V50, Jovi V50 Lite, and Jovi Y39 5G. For some of you, these names must ring familiar if you’ve kept an eye on tech media lately. 

Jovi V50 seems to be a disguised Vivo V50 with the label switched which has the same ‘V2427’ model number we saw on IMEI’s listing. Jovi’s V50 Lite model code ‘V2440’ might be the same as the Vivo V50 Lite. Some of the existing Vivo handsets might also show up as rebranded Jovi phones, but this will only happen in a select few regions. 

GSMA database is a solid lead and proves that the sub-brand is real with multiple smartphones named after it, but there is still much to uncover. BBK Electronics hasn’t made the sub-brand official yet. Hopefully, we’ll encounter some sort of announcement in a few weeks to reveal their plans for the Vivo’s latest phones.