HONOR has been officially recognised by ASEAN Records for the sustained performance of its HONOR X9 Series in Malaysia’s highly competitive mid-range smartphone market, marking three consecutive years of leadership across successive product generations.
HONOR achieved the official record title:
Top-Selling Mid-Range Smartphone Series for Three Consecutive Years
(HONOR X9 Series; RM1,450–RM1,700 segment in Malaysia; peak share of 77% in February 2026, up from 56%; February 2023 – March 2026).
Spanning more than three years, the achievement reflects sustained consumer demand for the X9 Series rather than the performance of a single model, with the range evolving through the HONOR X9, X9a, X9b, X9c and X9d generations.
Three Consecutive Years of Market Leadership
According to HONOR, the X9 Series maintained its position as Malaysia’s No. 1 best-selling mid-range smartphone series for three consecutive years.
Across the certified period from February 2023 to March 2026, the series achieved a peak market share of 77 per cent, rising from 56 per cent within the recognised RM1,450–RM1,700 segment.
The milestone is particularly significant because Malaysia’s mid-range smartphone category is one of the industry’s most competitive, with consumers increasingly expecting devices to deliver stronger durability, longer battery life, capable displays and more comprehensive ownership protection without moving into flagship-level pricing.
HONOR’s performance indicates that sustained market leadership increasingly depends on how effectively manufacturers respond to these practical everyday priorities across multiple product generations.
Evolution of the HONOR X9 Series
The X9 Series began its Malaysian journey with the original HONOR X9 in 2022 before progressing through the X9a, X9b, X9c and X9d. Each generation has built upon the previous model while placing particular emphasis on durability and user confidence.
HONOR attributes this development strategy to listening closely to consumer requirements and translating those expectations into product improvements.
Rather than concentrating exclusively on specifications associated with processing performance or cameras, the X9 family has increasingly differentiated itself around features that address common real-world concerns — such as accidental drops, water exposure, battery endurance and longer-term after-sales protection.
That approach has helped establish a clearer identity for the series within Malaysia’s crowded mid-range segment.
Durability Becomes a Defining Product Strategy
HONOR’s latest development of the X9 family, the HONOR X9e Pro, continues this durability-focused positioning.
The device is designed to withstand drops of up to 3 metres and carries an SGS 5-Star Drop Resistance in Harsh Conditions certification. HONOR also lists IP66, IP68, IP69 and IP69K water- and dust-resistance ratings, together with water-resistance capability at depths of up to 10 metres under specified controlled conditions.
The durability strategy reflects a wider shift in smartphone design.
Consumers increasingly rely on a single device for communication, payments, work, navigation, entertainment and photography, making accidental damage potentially disruptive and costly. Greater physical resilience therefore becomes more than a technical specification; it can directly affect the practical value of the device throughout its ownership cycle.
For HONOR, durability has consequently become one of the central pillars connecting successive generations of the X9 Series.
Battery Capacity Pushes the Series Further
Battery performance represents another major area of development.
The HONOR X9e Pro features an 11,000mAh battery, supported by 80W HONOR SuperCharge and 27W reverse wired charging, allowing the smartphone to provide power to compatible external devices.
This large battery capacity reflects changing usage patterns as smartphones handle increasingly demanding applications, including video streaming, social media, AI-powered features, gaming and mobile productivity.
Greater endurance can be particularly valuable for users who spend long periods away from charging points or depend heavily on their smartphones for work and travel.
HONOR’s focus on battery longevity also complements the wider durability strategy behind the X9 Series by positioning reliability as a combination of physical toughness and sustained daily usability.
Display Technology Supports Everyday Usability
The HONOR X9e Pro also extends the series’ emphasis on visibility and display performance.
Its 6.8-inch AMOLED display supports a peak brightness of up to 10,000 nits under specified conditions, together with a 120Hz refresh rate and a 1.5K-class resolution.
The high peak brightness is designed to improve visibility when compatible content is displayed under demanding lighting conditions.
HONOR has also incorporated several eye-comfort technologies, including high-frequency PWM dimming, AI Circadian Night Display, Dynamic Dimming and other software-based display functions. Honor
These developments demonstrate how the X9 Series has expanded beyond its original market positioning, incorporating features increasingly associated with higher-tier devices while continuing to focus on mainstream consumer needs.
Protection Extends Beyond the Device Itself
HONOR has also invested in after-sales protection as part of its broader strategy.
Through HONOR Rakyat Care+, the HONOR X9e Pro includes 730 days of front-and-back crack protection and 730 days of liquid-damage protection, subject to programme terms.
This additional coverage complements the physical durability built into the smartphone.
The combination reflects a wider understanding that consumer confidence does not depend solely on how resistant a device is to damage, but also on what support is available if an accident occurs.
By pairing stronger hardware with extended protection, HONOR is attempting to address both sides of the ownership experience — reducing the likelihood of damage while providing additional reassurance when unexpected incidents happen.
ASEAN Records Recognition Presented in Kuala Lumpur
The ASEAN Records recognition was officially presented on 24 September 2026 at Hyatt Regency Kuala Lumpur at KL Midtown.
The recognition was received on stage by Ethan Chen, CEO of HONOR Malaysia, representing HONOR and the team behind the sustained market performance of the X9 Series.
Reflecting on the milestone, Chen highlighted two areas behind the series’ continued development: understanding consumers’ core requirements and investing more extensively in after-sales protection. He said the achievement reflects the support Malaysian consumers have shown towards the HONOR X9 Series across three consecutive years and provides further motivation for the company to continue strengthening its products and ownership experience. ASEAN Records
The presentation formally documented a performance spanning multiple generations and more than three years of competition within Malaysia’s mid-range smartphone market.
HONOR X9e Pro Opens the Next Chapter
Building on the recognised performance of the X9 Series, the HONOR X9e Pro represents the next stage of the product family.
The smartphone is offered in Royal Purple, Reddish Brown, Dawn Gold and Midnight Black, with Malaysian configurations including 256GB and 512GB storage options.
At launch, the 256GB model was priced at RM1,899, while the 512GB version was introduced at RM2,399. HONOR also offered a pre-order campaign from 24 September to 8 October 2026 that included selected gifts and protection benefits, subject to campaign conditions and availability.
More importantly for the wider X9 Series, the new model continues the consumer-focused direction that helped underpin the record achievement: durability, extended battery endurance, display technology and stronger ownership protection.
Strengthening Competition in Malaysia’s Smartphone Market
HONOR’s ASEAN Records recognition also reflects the increasingly sophisticated nature of Malaysia’s smartphone market.
Mid-range consumers now expect improvements that go far beyond basic functionality. Manufacturers are being challenged to deliver features previously associated with flagship products while maintaining a price point accessible to a much wider audience.
This competitive environment encourages brands to distinguish themselves through areas such as durability, software integration, battery technology, cameras, displays and customer support.
For HONOR, the X9 Series has established a clear market proposition around everyday resilience and practical usability.
Maintaining leadership across multiple generations demonstrates the importance of continually adapting that proposition rather than depending on the success of a single product cycle.
Looking Ahead
The ASEAN Records achievement marks an important milestone for HONOR Malaysia, documenting three consecutive years of leadership for the HONOR X9 Series within the recognised mid-range segment and a peak market share of 77 per cent during the certified period.
More broadly, the milestone illustrates how sustained success in consumer technology increasingly depends on understanding how people actually use their devices.
Consumers are not simply purchasing processing power or individual specifications. They are looking for smartphones that can withstand everyday use, remain operational for longer periods, provide dependable displays and offer support when unexpected damage occurs.
HONOR’s continued development of the X9 Series around those priorities has helped the brand maintain momentum through successive generations.
With the HONOR X9e Pro carrying that strategy forward through stronger durability, an 11,000mAh battery and expanded ownership protection, the ASEAN Records recognition provides a measurable benchmark for the series while setting the foundation for its next stage in Malaysia’s evolving smartphone market.
Learn more about this Official ASEAN Records Recognition
