Since losing access to Google services due to US sanctions, Huawei has struggled with a gap in its lineup — and that gap has been widest in the mid-range segment. After selling off Honor, the Chinese manufacturer was left without a representative in that market. Now, new leaks suggest the company is moving to fill it with an entirely new brand.

According to information surfaced by leak source Dingjiao Digital, Huawei is in the process of establishing a sub-brand dedicated to phones. The rumor points to a significant shift in the company's marketing strategy.

Xingmang: a name that means starlight

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The new brand is reportedly called "Xingmang" — Chinese for "starlight." It remains unclear whether that name will be used in international markets, or what name it might appear under abroad.

Based on the leaked technical details, Xingmang phones will run on Kirin 8 series processors, a choice that clearly positions the devices in the mid-range. They will ship without Google Play Services, instead running Huawei's own operating system, HarmonyOS. To keep costs down, expensive flagship features such as satellite connectivity will reportedly be dropped.

XMAGE imaging stays on board

There's good news for photography fans, too: following the end of its partnership with Leica, Huawei will continue to use its in-house XMAGE imaging technology in these devices, preserving the company's camera experience in the mid-range segment.

Some claims suggest Xingmang / Starlight may not be limited to phones, with potential to expand into a broader product ecosystem. It's worth remembering, however, that all of this remains at the rumor stage — Huawei has made no official announcement.