OnePlus launched the Nord series in 2020 to revive its image as a brand that makes “flagship killers. And while the Nord series has since changed its positioning and become more accessible, such as the Nord N100 for just $179 in the U.S., the Shenzhen-based tech company now seems to want to distance itself more from the Nord brand.
The Mobile Indian’s insider reveals that OnePlus is looking to make Nord a standalone brand that will have its own brand, store and team. The revamped Nord brand will reportedly feature a light blue color as its theme color. Sources say that the existing OnePlus branding will not be used in future Nord devices. Instead, the phrase “from OnePlus” or “OnePlus brand” will likely be used.
But it’s not just about making the Nord brand more independent. Going forward, it will expand its portfolio to include smart TVs, fitness bands, smart watches, Bluetooth neckbands, mobile power and other accessories. These new products will be sold offline, as the OnePlus brand already has a “very strong offline presence.
The most exciting part of this transformation, however, is the operating system that will power future Nord devices. According to the source, it will use a new user interface on top of OxygenOS, which is probably intended to give it a unique identity.
Nord is said to target price-sensitive customers and the entry-level flagship market. Its most affordable device could be priced at around Rs 15,000 ($189), while the entry-level flagship could be around Rs 35,000 ($441). The sources also revealed that the Nord team will be primarily based in India and the brand’s products will be primarily manufactured there.
OnePlus has not made an official statement on the news of making Nord a standalone brand. If the news is true, this is very similar to the situation where POCO and Redmi are owned by Xiaomi, but they both operate somewhat independently. In the case of OnePlus, the whole thing looks much more complicated; Nord may work in part under OnePlus’ supervision, but OnePlus itself is a sub-brand of OPPO.