Huawei launched its Honor brand of smartphones to help break away from the perception of being just another low-cost Chinese manufacturer and the tactic seems to have worked. The company has shipped over 20 million Honor branded smartphones so far this year, resulting in a revenue of $2.63 billion.

Huawei has already shipped more Honor smartphones in the first half of 2015 that it managed in the entirety of 2014, marking substantial growth in the company’s sub-brand. Revenue is said to have doubled year on year and Huawei is looking to shift 40 million Honor phones by the end of the 2015.

In total, the Honor brand accounts for around 40 percent of the company’s entire smartphone shipments, which has reached 48.2 million units this year already. Last month, the company announced that it has seen its total smartphone revenue increase by 87 percent to $7.23 billion.

The Honor series has proven particular popular in Europe, where its range of smartphones offered good value for money at a lower price than much of the competition. As a result, Huawei has seen its smartphone shipments grow by 39 percent year on year, while the rest of the market has grown by a smaller 7 percent. The company’s latest Honor 7 phone is scheduled to launch in Europe later this month.

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Outside of its Honor brand, Huawei continues to be a dominant player in China, where the company currently sits in second place. Looking to the future, Huawei plans to expand its Honor series to Middle Eastern markets, such as Saudi Arabia, as well as continuing to focus on Europe and the increasingly competitive emerging markets.