VOYAH TAKES EUROPEAN MARKET BY STORM

CHINESE NEV MANUFACTURER LEADING WAY FOR OTHER DOMESTIC AUTOMAKERS TO STEP OUT INTO OVERSEAS SALES

Editor's note: Driving a Voyah NEV, China Daily journalist Xu-Pan Yiru embarked on a marvelous journey across Europe. From north to south, she explored Norway, Denmark, the Netherlands and Italy, uncovering fascinating connections between Chinese and European cultures.

A Chinese new energy vehicle marque bearing the mythical Kunpeng as its logo embarked on a journey on the global stage, bringing the aesthetic and manufacturing prowess of the Eastern nation to the rest of the world.

Named Voyah, the premium NEV brand of China's State-owned automaker Dongfeng Motor, takes inspiration from the ancient Chinese philosopher Zhuang Zhou, also known as Zhuang Zi. In his masterpiece Xiao Yao You (Wandering Beyond), the Kunpeng is a legendary creature that can transform itself from a giant bird into a giant fish, symbolizing freedom without boundaries.

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.

The 4-year-old brand has three models on sale in the sedan, SUV and MPV segments, which are named the Passion, Free and Dream respectively.

Free

Voyah's overseas journey began in June 2022 when its store opened in Oslo, the capital of Norway. Concurrently, the Voyah Free SUV started presales in the country, which boasts the highest penetration of NEVs in Europe.

After three months, the first batch of 500 SUVs were shipped from Wuhan, Hubei province, to Norway, where they were delivered to customers.

Before that, the Free obtained European Whole Vehicle Type Approval, which allowed it to be registered and licensed in countries within the European Union.

Voyah CEO Lu Fang said: "The shipment of the first batch of the Free to Europe marked Voyah's entry into one of the world's most mature markets, where it will compete alongside international luxury brands and undergo scrutiny from overseas consumers.

"Voyah's international expansion not only represents a commercial endeavor but also demonstrates the internationalization of China's high-end NEV design, research and production standards," Lu said.

As the first model of Voyah's overseas expansion, the Free SUV is equipped with a 106.7-kilowatt-hour battery pack, offering a range of up to 631 kilometers under the Worldwide Harmonized Light Vehicles Test Procedure.

In terms of performance, it features dual motors, delivering a maximum power of 360 kW and peak torque of 720 Newton meters, enabling it to accelerate from 0-100 km per hour in 4.4 seconds.

Compared to the domestic versions, Voyah has adapted different hardware and software for the European market and redesigned the vehicle body to offer up to 2 tons of towing capacity and an optional trailer hitch.

Terje Nygard, a product manager in an information technology company in Norway, became the first overseas owner of a Voyah. "The Voyah Free is a perfect family car with outstanding driving performance and intelligent features like the adjustable tri-screen. The in-car cameras monitor my driving status, and if I yawn, it reminds me to take a coffee break, making me feel safer while driving," he said.

Dream

In October, Voyah further expanded its presence, opening its first showroom in Copenhagen, Denmark.

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 fairy-tale culture while providing a comprehensive car-purchasing experience for customers, including test drives, customization, delivery and maintenance services.

Voyah's Dream MPV is also available for sale in other European countries. Measuring 5.3 meters in length, the seven-seat electric MPV is suited for a big family as a luxurious business shuttle or can be used as a mobile office.

The exterior exudes grandeur, while the interior design is luxurious, providing a spacious cabin. The second-row seats are as comfortable as first-class seats on an airplane and are equipped with electric adjustment, heating, ventilation and massage functions. With the addition of Dynaudio and eco-friendly cabin materials for infants, the ride is exceptionally comfortable.

With a 108-kWh battery pack, the Dream can run 482 km on one charge. It can generate 489 horsepower, a top torque of 620 Nm and top speed of 200 km/h.

The model underwent extensive testing in the Nordic region for over 100 days, covering a total distance of 52,200 km. These tests encompassed various terrains, including city streets, suburban roads, highways and challenging environments like mountains, coastlines and tunnels in countries such as Norway, Sweden, the Netherlands and Denmark.

Passion

At the 2023 eCarExpo in Copenhagen in late October, Europe's largest electric vehicle fair, Voyah exhibited the Dream and the Free, and held the European premiere of the Passion sedan.

The electric sedan is the first model based on Voyah's latest platforms, ESSA and SOA, which help the Passion to reach a class-leading level in a number of aspects, including performance and safety.

These elements have made the sedan an exclusive choice for car buyers. And the Passion offers global customers a refreshing taste of traditional Chinese culture and Oriental aesthetics.

Yet beneath the charming looks is a wild beast made possible by Voyah's technological prowess.

The Passion can accelerate from 0-100 km/h in 3.8 seconds, rivaling an eight-cylinder supercar. Its top speed, which is class-leading, can reach 210 km/h thanks to the output of its batteries, which can reach 500 kW.

Alexander Bachmann, head of product at Voyah in Denmark, said that although Voyah is a new player in Europe, it is backed by Dongfeng Motor, which has more than 50 years of experience in vehicle production.

"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.

In mid-April, Voyah held a launch event in Italy, introducing its three models to the country. The first batch of 100 Voyah vehicles quickly sold out.

Bruno Mafrici, CEO of the Italian dealership CarMobility, holds Voyah's products in high regard and expresses full confidence in the prospects of their cooperation with Voyah.

"Voyah boasts excellent performance, comfortable rides and high safety standards, surpassing traditional luxury cars in Europe. We are committed to working closely with Voyah to provide Italian users with outstanding products and an unparalleled car-buying experience," Mafrici said.

Within two years, Voyah successively entered European countries including Norway, Finland, Denmark, the Netherlands, Bulgaria, the Czech Republic and Italy.

Beijing auto show

At the ongoing Beijing International Automotive Exhibition, running from April 25 to May 5, Voyah is presenting its whole lineup and latest technologies.

The automaker announced its new overseas strategy, focusing on Spain, Germany, Portugal, Belgium and other European markets, in efforts to lead the new era of Chinese brands overseas.

Voyah's international expansion is a microcosm of the growth of the Chinese auto industry. China replaced Japan as the No 1 vehicle exporter in 2023.

According to the China Association of Automobile Manufacturers, the country's vehicle exports totaled 4.14 million units in 2023, up 63.7 percent year-on-year. Of them, NEV exports reached 1.2 million units, jumping 77.6 percent year-on-year.

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

"Second, there's an advantage in the industry chain. We have a complete new energy industry 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 such as BMW, Mercedes-Benz and Audi, demonstrates strong competitiveness in terms of handling, safety, smoothness and comfort."

Milestone

On April 9, the 100,000th Voyah, a new Dream MPV, rolled off the production line from its factory in Wuhan.

With monthly sales increasing for seven consecutive months in 2023 and annual production and sales exceeding 50,000 vehicles in that year, Voyah's cumulative production has reached 100,000 vehicles. It demonstrates an accelerated pace of high-quality development, driven by strong demand in the market.

You Zheng, deputy general manager of Dongfeng Motor and chairman of Voyah, said: "This is a milestone in the history of Voyah automobiles and a significant event in the history of Dongfeng's NEV development. It signifies that Dongfeng's efforts to build a high-end intelligent new energy brand have entered a new stage of development."

He added that Voyah will strive to achieve the second milestone of producing another 100,000 vehicles this year, aiming to double its annual sales volume.

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

The brand has filed a number of patents applications, with 3,006 of them granted, 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.

Norway

As one of the countries with the highest number of electric vehicles worldwide, Norway is the perfect location for an EV road trip. Xu-Pan Yiru, a journalist for China Daily, took on the challenge, making her way through the country's majestic fjords. Driving a Voyah EV for more than 560 kilometers of predominantly cold mountainous terrain, Xu-Pan's journey brought the technological prowess and aesthetics of Chinese EVs to the European country. Along the way, Xu-Pan was caught in a snowstorm with heavy snow blanketing the road, visibility was extremely poor and the car's tail began to freeze. However, the reliable pink Voyah endured the challenges posed by the harsh conditions.

During their journey, the Voyah attracted the attention of several tourists, while Xu-Pan was drawn to the familiarity and foreignness of the fjords, which brought to mind Edvard Munch's renowned masterpiece, The Scream, one of the world's most iconic artworks. Similarly, the poetic allure of China's Three Gorges has inspired timeless masterpieces of ancient poetry, such as the works of Li Bai.

Denmark

In the streets of Copenhagen, a perfect blend of modern and ancient architecture crafts a unique atmosphere. Denmark is renowned for its minimalist home design, a style echoed in the design of Voyah vehicles. This aesthetic resonates particularly well with younger generations.

As Xu-Pan Yiru met with locals, this affinity for simplicity became apparent, with many viewers impressed by the design and advanced features on the Voyah electric vehicle she was driving.

Chinese aesthetics has found popularity in the Danish market, highlighting the affinity between Western minimalism and Chinese design principles.

The words of Chinese philosopher Laozi, "The great form is without shape", underscore the value of spiritual openness and sensory clarity, akin to keeping a cup empty to receive. This simplicity, imbued with profound meaning, subtly influences Western modernism.

Many contemporary Western artists draw inspiration from Laozi's teachings, incorporating them into various art forms such as choreography, design and music, enriching the discourse on aesthetics.

the Netherlands

The poetic names of Chinese colors — peach red, goose yellow, bamboo green, tile grey and reed white — draw inspiration from the sun, the moon, mountains, rivers and all things in nature, bringing romantic poetry to life through traditional Chinese aesthetics.

The Netherlands is known for its vibrant tulips and famous paintings by artists such as Vincent van Gogh. From the Amsterdam Central Station to Van Gogh Museum, Xu-Pan Yiru asked Amsterdam residents which traditional Chinese colors they like best alongside the Chinese-made Voyah new energy vehicle.

Together, they synergize to create a harmony of East-meets-West. Surprisingly, she encountered two Dutch individuals who were able to speak Chinese, with one reciting the ancient Chinese poem Climbing Stork Tower in its entirety, leaving her astounded.

It seems that the world is speaking Chinese and that Chinese aesthetics is indeed making its way around the world.

Italy

China Daily journalist Xu-Pan Yiru wore a mamianqun, or horse-face skirt — a type of traditional Chinese dress — on the streets of Milan, Italy. In front of the Milan Cathedral, the fashion statement drew fascinated crowds as they gathered to take it all in. Some were even eager to try on these skirts, praising their beauty and how they have sparked their interest in Chinese culture.

This demonstrates that when Chinese aesthetics is experienced around the world, whether through hanfu (traditional Chinese attire) or innovative products like the Voyah electric vehicle, the world takes notice of China's unique charm.

The inspiration behind Voyah's unique logo design comes from the description of the mythical bird Kunpeng spreading its wings in the ancient Chinese philosopher Zhuang Zhou's masterpiece Xiao Yao You (Wandering Beyond).

The twin wings symbolize innovation and strength, reflecting the brand's aspiration to become a new force in the automotive industry, and to help people achieve a better life while realizing their personal value.

caoyingying@chinadaily.com.cn