Voyah's Dream makes stylish debut in Denmark

Dongfeng Motor's premium marque ramps up its profile on international stage with new showroom

Voyah, the premium marque of China's State-owned automaker Dongfeng Motor, expanded its presence on the global stage in late October by opening its first showroom in Denmark.

With the official unveiling of its showroom in Copenhagen on Oct 26, Voyah's Dream MPV model is now available for sale in European countries.

Lu Fang, CEO of Voyah, said: "As a member of the national team in the new energy vehicle sector, Voyah is dedicated to introducing products that combine driving performance and smart technology to the global market. We aim to lead technological advancements in the global auto industry through self-developed technology while creating a new calling card for Chinese foreign trade."

The showroom in Denmark's capital city blends modern simplicity with Voyah's "Chinese elegance", incorporating elements from Nordic nature and the European nation's fairytale culture while providing a comprehensive car-purchasing experience for customers, including test drives, customization, delivery and maintenance services.

The Dream MPV offers advantages in terms of spaciousness and comfort, making it suitable for Europeans' personalized use, such as outdoor activities and camping.

The export version has been optimized for European drivers with specific enhancements in handling and infotainment.

Extensive testing was conducted over various terrains and environments in countries like Norway, Sweden, the Netherlands and Denmark, while the infotainment system was developed with a simplified, user-friendly interface and local applications to align with user preferences.

The model obtained European Whole Vehicle Type Approval (EWVTA) earlier this year, allowing it to be mass-produced and registered for use in EU member states.

Voyah exhibited the luxury electric MPV along with the Free SUV and Passion sedan at the 2023 eCarExpo in Copenhagen from Oct 27-29.

As Europe's largest electric vehicle fair, the 2023 eCarExpo broke all records with 150 EV models from 25 brands attracting 21,600 visitors.

Alexander Bachmann, head of product at Voyah in Denmark, said that although Voyah is a new player in Europe, it is backed by the expertise of Dongfeng Motor, which has more than 50 years of experience in vehicle production and sold more than 3.8 million vehicles last year.

"Voyah products are competitive, and we believe they are a strong value option in the Danish premium market," Bachmann said at the expo.

"The combination of high quality, technology, electric range, high level of comfort and the design make the cars a strong and complete offer in the market, and our dealer network covers the entire country," he added.

Measuring 5.3 meters in length, the seven-seat electric MPV Dream is built for a big family, a luxurious business shuttle and to be used as a mobile office.

With a 108-kilowatt-hour battery pack, the Dream can run 482 kilometers on one charge. It can generate 489 horsepower, a top torque of 620 Newton meters and top speed of 200 km per hour.

Meanwhile, the Voyah Free SUV, which became available for sale in Denmark earlier this year, has a 106 kWh battery pack and a range of 500 km.

It is equipped with four-wheel drive, and with 489 horsepower and a top torque of 720 Nm, it goes from 0-100 km/h in 4.4 seconds, with a top speed of 200 km/h.

The company's Passion sedan will be introduced to the Danish market in the coming months.

The model's performance includes a range of up to more than 600 km, top speed of around 210 km/h and acceleration from 0-100 km/h in 3.8 seconds.

Continuous expansion

The three-year-old Voyah marque embarked on its international journey in February 2022, making it the youngest Chinese brand to enter the European market. It started with a launch in Norway in February and later debuted in Finland before branching out to Denmark.

Since delivery of the Free model in December, Voyah has sold more than 5,000 units overseas.

According to the expansion plan, Voyah will hit the market in the Netherlands, Poland and Bulgaria in November, followed by Germany, France, Italy and other countries in 2024.

Voyah's international expansion is a microcosm of the growth of the Chinese automotive industry.

China has replaced Japan as the No 1 vehicle exporter since the first quarter of this year.

According to the China Association of Automobile Manufacturers, the country's vehicle exports totaled 3.39 million units in the first three quarters, up 60 percent year-on-year. Of them, NEV exports reached 825,000 units, up 110 percent year-on-year.

Cui Dongshu, secretary-general of the China Passenger Car Association, estimates that China's vehicle exports may reach 5 million units this year, up from 3.11 million in 2022.

When talking about the advantages of Chinese NEV exporting overseas, Voyah CEO Lu said: "China has the first-mover advantage to export. Whether in terms of electric technology or smart technology, we are relatively ahead.

"Secondly, there's an advantage in the industrial chain. We have a complete new energy industrial chain, from chips and electronic controls to motors, making China a comprehensive hub. This is also why Tesla chose to establish a factory in China.

"After decades of development, China's auto industry has formed a solid understanding of traditional auto technology. For example, Voyah, when competing with luxury brands like BMW, Mercedes-Benz and Audi, demonstrates strong competitiveness in terms of handling, safety, smoothness and comfort."

Chinese elegance

High-end auto brands need to have strong product offerings while showcasing a unique identity and heritage — and Voyah is no exception.

In Zhuang Zhou's Xiao Yao You (Wandering Beyond), the mythical Kunpeng is a legendary giant bird that symbolizes freedom and boundlessness.

Voyah incorporates that concept into the brand's colors, logos, products and visual elements, creating a concept known as "Chinese elegance" that blends traditional Chinese culture with modern design principles.

"We draw inspiration from the grace of Chinese cultural philosophy, the essence of modern industrial aesthetics and the innovation of Chinese technology," said Lu.

"This presents a more confident, elegant, and distinctly Chinese aesthetic, continually meeting the demands of contemporary consumers for NEVs in terms of safety, comfort, respect, delight and sophistication."

Technological strength

Voyah's achievements can be attributed to its strong focus on technology and unwavering commitment to product development.

The brand has amassed a number of patents, with 2,503 filings accepted, averaging more than 800 per year and leading the way in NEV patent growth.

It has introduced cutting-edge technology, including the ESSA and SOA intelligent electric drive systems, and has taken the lead in areas such as NEV platforms, powertrains, electronic architecture, batteries, body and chassis.

Its technical expertise has vaulted Voyah to the forefront of intelligent development, creating a new benchmark for China's automotive industry.

According to statistics released by Voyah on Nov 1, the marque delivered 6,067 vehicles in October, up 138 percent year-on-year and 21 percent month-on-month. Its sales have achieved consecutive increases since June.

During the January-October period, its sales jumped 107 percent compared to the same period last year.

The 2024 Dream was launched on Oct 12 and garnered 10,507 orders on the first day. It went on to accumulate more than 18,000 units of sales just 18 days after its market debut.

Lu said that Voyah has entered a new phase of rapid development after achieving its goal of launching products in three segments (MPV, SUV and sedan) within three years.

Voyah is making efforts to expand production capacity and shorten delivery times. With the plug-in Passion to be launched in November, the brand is expected to see further sales growth, Lu said.

caoyingying@chinadaily.com.cn