It’s no secret that Huawei has been doing well for itself. Its latest financial report showed a staggering 40% growth in smartphone revenue. Mind you, this is in a time when most phone makers are struggling to make a dent in an increasingly demanding market. That kind of success sometimes springs some audacious confidence, and that seems the case in a chat between the Wall Street Journal and the China-based manufacturer at IFA 2016.

In the interview, Huawei’s consumer business group CEO, Richard Yu, recalled the company’s current placement as the third largest smartphone manufacturer – having 8.9% of the market in Q2 – but suggested that that’s not quite good enough. It has its determined sights to overtake Apple and Samsung for the top spot (and probably world domination after that). Mr. Yu is still adamant in his previous claim of becoming the largest smartphone manufacturer in ‘four or five years’ time. Huawei is taking the challenge very seriously, “This year and next will be critical for the success, we are working very hard.”

See also: Hands-on with the Huawei Nova and Nova Plus at IFA 20169

Its strategy has certainly been apparent as of late; the relevance of the Honor brand in the US is at a steady climb. The Honor 5X was a super competitive offering, and the newly launched Honor 8 is also a force to be reckoned with. Still, Mr. Yu admits that the company should have approached the US market with more force in the past, saying ‘our management in the U.S. was too weak in the past, so we changed it.’ Huawei is still far from a household name stateside, and the company understands that it will take time to break through.

The manufacturer’s IFA 2016 announcement just kicked off this morning, where two new solid mid-rangers were introduced. Be sure to check out our coverage of the Huawei Nova and Nova Plus smartphones!

What do you think about Huawei’s ambitious goal to be #1? Is it too far-fetched or do you think it’s making the right progress? Would you switch to a Huawei phone or prefer to stick with more established names? Let us your thoughts in the comments!