BGH Group returns to the cell phone business y brings Chinese Tecno Mobile smartphones to Argentina. The brand belongs to Transsion Holdingthe fourth largest mobile phone manufacturer in the world, present in more than 70 countries on five continents. It will start with affordable smartphones and then will add more premium ones.
In Latin America, the devices They are currently only available in Colombia. The alliance contemplates the exclusive manufacture and marketing by BGH in the country. In this way, it will once again have local production of cell phones.
Diego Puhlbusiness director of BGH, explained to Clarion that the company stopped manufacturing smartphones in the country in 2016 “for various reasons of the current situation at that time.” Industry estimates project that 2024 will close with a total of between 6.5 and 7 million cell phones sold.
“We started producing in July in association with this Chinese group, the fourth largest producer of phones in the worldwhich has been on the market since 2006. Until now, there was no production in Argentina.. It landed in Latin America in 2018, when it began manufacturing in Colombia, from where it distributes to other countries,” Puhl explained.
BGH invested US$ 4 million to produce Tecno Mobile cell phones. Photo: BGH
“In this first stage, there is an investment of US$ 4 million for four production linesbut the project is more ambitious. We believe that it will go very well, it is A new brand in the Argentine market“, the executive confided.
With a Target of manufacturing 400,000 cell phones in one year, Tecno Mobile seeks to compete against the two players that dominate the industry, Samsung and Motorolawhich, according to BGH, “in a market concentrated in more than 50% by these two brands, the new equipment arrives with a cutting-edge proposal in design and innovation.” To a lesser extent, it will compete with Apple, LG, Huawei y Xiaomi.
“The decision to return to production is not due to the context, it is more a long-term strategy. For the group, it was key to becoming a participant in the cell phone market againWhat is happening in Argentina is not normal, with only two leading brands. There is an opportunity to come back with this business“Puhl said.
“Our 110 years in the country encourage us to return to production with the right partner. We signed a three-year, renewable contract“, he added, and did not rule out, in the future, produce in the country or import other items of the brand, such as tablets, notebooks or PCs.
Tecno Mobile cell phones that BGH will produce and sell
This way, BGH diversifies through alliances with large brands. Since 2021, it has an agreement with Samsungthrough which it produces and sells air conditioners of the South Korean brand that it manufactures in its plant in Rio Grande, Land of Fire.
The production of Tecno Mobile will take place there. with international certifications to ensure that it complies with its quality standards. It also manufactures microwaves and televisions there.
BGH has already launched two models of the Tecno Mobile ‘Spark’ series. Photo: BGH
In 2023, Transsion sold 94.9 million smartphones and had a growth of 30,8%. It ranked fifth in the world ranking of most purchased cell phonesin back of Apple (234.6 million sold), Samsung (226.6 million), Xiaomi (145.9 million) and OPPO (103.1 million).
According to the consultancy Canalys, In Latin America, the market grew by 26% year-on-year in the first quarter of the year, in contrast to the global decline in 9%. In the region, Samsung y Motorola They also dominate the market, with a 32% and a 17% of quota, respectively. Transsion already has 10% of share.
BGH has already launched two models of the ‘Spark’ series (in the entry-level category) in the country’s main retail chains, both in their physical and online stores, Mercado Libre and the BGH digital platform. The 128GB Spark 20C has a retail price of $269,999while The 256GB Spark 20C is priced at $319,999. In August, it will be released the 256GB Spark 20C Pro at $419,999.
Soon, will add models from the lines Mighty (aimed at gamers) and Camon (aimed at an audience that values designer and fashion products). In the second half of 2025, it plans to add Phantomthe highest range. “It would compete with the S models of Samsung“, Puhl said.
