The high-end new energy national team entered Italy, and VOYAH Automotive drew a global blueprint

From June 2021, when its first car VOYAH FREE was officially launched, to April 9, 2021, when the 100,000th vehicle rolled off the assembly line, it took less than three years for VOYAH to demonstrate its commendable "VOYAH speed" to the industry, and also delivered an important answer sheet that can be regarded as a milestone for all new car brands.

As the saying goes, "everything is ready only for the east wind". However, for VOYAH Automobile, it is born from the "East Wind", and there is naturally no shortage of "Dongfeng", and it may be a matter of course that it can quickly achieve such phased results.

Looking back at the past few years from the birth of VOYAH Automobile to the rapid passage of 100,000+, as a bystander and witness, the horse-drawn carriage market, in fact, has been thinking about several questions: in the face of the market demand for consumption upgrades, in the market environment of the general trend of new energy, what is the core competitiveness of a new car brand like VOYAH Automobile, and what is the difference between it and those new car brands that have entered the game across borders?

With our long-term observation and thinking on VOYAH Automobile, we have also extracted several sets of keywords from this brand, and in the view of Horse-drawn Che City, these groups of keywords may be able to analyze the sample case of VOYAH to a certain extent.

"Heritage" and "Efficiency"

Help VOYAH take every step "quickly and steadily".

In fact, car building has a big thing in common with many sports, that is, it may sound a bit "metaphysical", but we have to admit that it is indeed the "heritage" of existence. The word heritage is not only related to the comprehensive strength of this brand, but also has become its competitive advantage that cannot be ignored to a certain extent.

The essence of VOYAH naturally comes from Dongfeng Motor. As a high-end smart electric vehicle brand under Dongfeng Motor, it integrates Dongfeng's 55 years of car-making technology and superior resources. For example, VOYAH's well-known ESSA E-Mobility Intelligence Architecture and Centralized SOA E/E Architecture are good proof of this. The former can ensure that VOYAH can efficiently develop and iterate on products, and the latter can ensure that VOYAH can better derive new products and iterate on existing products at the same time.

It is precisely because of the backing of Dongfeng Motor that VOYAH not only has a strong endorsement in car manufacturing, but also has the "efficiency" advantage that many brands can not obtain.

In the increasingly fierce competition and almost cruel current auto market, for a new car brand, the traditional old way of playing may no longer be able to fully meet the needs of market competition. If the brand was established for a long time, and after the new car was unveiled, it could not be mass-produced and delivered, then it would most likely become the "disappeared it" in the car industry.

We have witnessed too many such examples. Some brands that were originally pinned on high hopes could not be delivered quickly because production cars have only existed in PPT. The volume and attention that was foreshadowed and accumulated before will quickly disappear, and even the brand will not be able to survive.

On the other hand, it took only half a year to complete the official launch and mass production delivery of the first product VOYAH FREE, the following year, the second model of the new VOYAH Dreamer, and the third year, the new car VOYAH Chasing Light. While launching three new models in three years, it also completed the full line layout of SUV, MPV and sedan.

At the same time, in the second half of last year, VOYAH also achieved a new upgrade of three models on sale in one go. In August last year, the new VOYAH FREE was officially launched, in October last year, the new VOYAH Dreamer was launched with a total of seven models in both PHEV and EV powertrains, and in December last year, the VOYAH Chasing Light PHEV was officially launched.

It is precisely with the ultra-high efficiency that many new car brands cannot achieve, that VOYAH not only quickly completed the implementation of the model and the layout of the whole product line, but also delivered the excellent results of the 100,000th vehicle off the assembly line this month.

With the support of the strength of major manufacturers and the amazing efficiency in the fierce competition in the market, VOYAH did not shout too "ambitious" sales targets like some car brands, but made more rational predictions and expectations based on its own actual situation.

As a result, in 2023, when most car companies failed to achieve their annual sales targets, VOYAH became one of the few car brands that achieved their annual targets. In 2023, VOYAH sold a total of 50,552 vehicles, a year-on-year increase of 160%.

In the first quarter of this year, despite the traditional Spring Festival holiday, VOYAH maintained a steady growth trend. According to the data, from January to March this year, VOYAH sold a total of 16,345 vehicles, a year-on-year increase of 188%.

Overall, since its birth, VOYAH has been taking every step "fast and steadily". This is not only the benefit of "heritage", but also the achievement of "efficiency".

"Innovation" and "Pattern"

Get a glimpse of a different "blueprint"

At the beginning of January this year, VOYAH held an eco-partner conference, at which it said that it would go all out to achieve the new goal of 100,000 units a year in 2024. From the 100,000th vehicle off the assembly line to the annual sales target of 100,000 units, VOYAH still gives the impression of being down-to-earth and stable.

Although this year's target has doubled compared to last year's total sales, in the eyes of the horse-drawn carriage market, there is a good chance that VOYAH will be able to achieve its goal. On the one hand, the three new models on sale are gradually being released, and VOYAH also plans to launch a new mid-size SUV model in 2024 to further enrich the VOYAH product lineup.

According to the information leaked on the Internet, this new model may be positioned one size smaller than the VOYAH FREE, and if this situation is true, it will naturally lower the starting price of the product, which will help VOYAH seize a larger market share, and this new model is also expected to become a new sales pillar of VOYAH.

In addition to further improving the product layout, the reason why the horse-drawn carriage market is so optimistic about VOYAH is because this brand has two key words: "innovation" and "pattern".

Indeed, there are not a few brands like VOYAH that are backed by large traditional car companies that do not lack "giant shoulders". However, many brands have not fully identified their positioning and found their "unique" advantages to this day.

VOYAH is different, and the characteristics of "innovation" are vividly reflected in it.

On the one hand, we see its continuous and consistent technological innovation on VOYAH. VOYAH does not lie in the new energy and intelligent resources accumulated by Dongfeng over the years, but actively seeks greater progress and more possibilities.

In January this year, VOYAH officially announced the signing of a strategic cooperation agreement with Huawei, under which the two parties will jointly create an intelligent travel experience based on user needs, and cooperate to create new models to achieve intelligent implementation.

It is understood that the cooperation will involve seven major areas, including intelligent driving, intelligent cockpit, intelligent vehicle digital platform, intelligent vehicle cloud, AR-HUD and intelligent car lights. The signing of this cooperation agreement means that VOYAH Automotive's technological innovation has entered a new stage.

In addition, VOYAH is constantly upgrading its brand image to highlight its differentiated competitiveness. On April 18 last year, the VOYAH brand was refreshed and upgraded, creating a combination of Chinese elegance and cutting-edge technology, which not only gives Hyundai automotive products a unique connotation, but also brings users a brand experience full of cultural charm and heritage.

Only a brand that keeps innovating at all times and always makes itself full of vitality will have stronger vitality. Not only that, VOYAH is also actively implementing its global strategy and trying to open up a broader market, which simultaneously reflects its own big picture.

As early as the beginning of 2022, VOYAH officially completed its entry into the European market with its status as the first "electric vehicle national team" to go overseas, and the first stop landed in Norway. Subsequently, VOYAH successively landed in Finland, Denmark, the Netherlands and other European countries, further expanding its overseas territory.

Today, on the 16th local time, VOYAH opened a grand brand launch conference in Italy with the theme of "Designing Evolution", becoming the first high-end new energy vehicle national team in China to enter Italy.

It is understood that the first batch of 100 cars were sold out in Italy with the new VOYAH FREE, the new VOYAH Dreamer and the VOYAH Chasing Light. In addition, VOYAH also unveiled the i-Cozy concept car at Milan Design Week, which won praise from many of the world's top designers.

Ma said:

From the birth of the brand to the rapid realization of the full-line layout of the three major categories, and the completion of all upgrades, although compared with some "traffic brands", VOYAH is a more "low-key" one, but it does not prevent VOYAH from taking every step steadily according to its own style and rhythm.

In addition, the past few years after the birth of VOYAH have also been the most volatile period in the domestic auto market, which is actually a challenging "difficult road" for all brands, including VOYAH. Through its own continuous efforts and forward, VOYAH is crossing and stepping through its own "difficult road". At the same time, with its innovation and pattern, it also gives us a glimpse of a future blueprint that is unique to VOYAH Automotive.