(Yicai) May 13 -- To avoid the dilemma of low-price competition, Voyah will establish closer ties with local ecosystems in overseas markets, according to the chief executive officer of the high-end electric vehicle brand under Chinese automaker Dongfeng Motor Group.

“We will not only bring our products overseas but also form ecosystems with the local value and supply chains as well,” Lu Fang told Yicai in an interview.

In the European market, Voyah chose to collaborate with local resellers to expand its business. On top of alleviating the firm’s burden, this strategy can also help have a better understanding of overseas value chains, which will enable the company to rapidly increase its brand awareness in Europe. 

Voyah will set up its first operation center in Europe, Shao Mingfeng, assistant to the general manager of Voyah, who is also the GM of Voyah’s sales services arm, told Yicai.

Voyah is determined to launch its first model for the global market this year, according to its plans. Moreover, it will launch customized products based on the different local needs of European countries. For example, Voyah will export its hybrid model to southern Europe because the countries in that region favor hybrid models.

Product-relevant and technological capabilities matter a lot in European markets, Bruno Mafrici, CEO of Voyah’s distributor in Italy CarMobility, told Yicai about the market competitiveness of Chinese EV products in Europe. Product technologies and the quality of interior designs of multiple Chinese automakers, including Voyah, outperform major competitors in Europe, Mafrici added. 

Voyah has launched three new models, a sport utility vehicle, a multi-purpose vehicle, and a sedan, since its inception in July 2020. Early last month, its 100,000th vehicle rolled off the production line.

In mid-April, Voyah announced the introduction of two new models, an all-electric car and a hybrid one, into the Italian market. Before that, its products were already available in Norway and the Czech Republic. 

Editors: Tang Shihua, Futura Costaglione