On December 9th, during the BRIDGE Summit, Cartea invited Mr. Mohamed Elzawawy from Bahrain VoyahEgypt VoyahKSA VoyahKuwait VoyahOman VoyahQatar VoyahUAE Voyah Performance Plus Motors to its booth for an exclusive interview. This interview covered discussions on topics such as range-extended technology, Voyah's future vehicle models, and the vision for future market growth. The following is the content of the interview:
Q1：First, how would you describe consumer demand for new energy vehicles in the UAE?
Well, consumer appetite for this new technology—new energy vehicles—is growing steadily and increasingly strong, thanks to the inherent added value and benefits of the technology itself. Last year in the UAE, we saw a significant increase of around 70% to 77% in NEV adoption. This technology serves a specific purpose, especially in this region. At Voyah Performance Plus Motors（VPPM）, following the successful launch of Voyah earlier this year, we are now laying the foundation and making preparations for new Voyah models and lineups, which will also feature new energy technologies such as plug-in hybrids and range-extended electric vehicles (REVs). So, to answer your question, demand is rising dramatically—and this is the key technology we anticipate dominating the region in the next few years.
Q2：After the launch of the Voyah Free and Voyah Dream models in the UAE, their sales performance has been impressive. What are the core driving forces behind their success compared to other local high-end NEV brands?
Indeed, following the highly successful launch of VPPM and Voyah in the UAE earlier this year, both the Voyah FreeBahrain Voyah FreeEgypt Voyah FreeKSA Voyah FreeKuwait Voyah FreeOman Voyah FreeQatar Voyah FreeUAE Voyah Free and Voyah DreamBahrain Voyah DreamEgypt Voyah DreamKSA Voyah DreamKuwait Voyah DreamOman Voyah DreamQatar Voyah DreamUAE Voyah Dream have seen excellent demand—so much so that some variants are out of stock, and we are currently taking rebookings. There are several reasons for this. First, Voyah operates under the umbrella of Dongfeng Motors, a well-known and reliable company from China with an excellent reputation. Second, VPPM itself has a solid foundation in the UAE; we have built strong brand recognition and are continuing to strengthen it further. Third, the EREV technology I mentioned earlier is highly regarded by consumers. It addresses their needs perfectly—facilitating easy commuting between the seven Emirates without range anxiety. That’s why demand for both models is so strong. We are also preparing to expand our product portfolio, with new models expected next year.
Q3：The UAE government has launched its “Net Zero by 2050” strategy. What opportunities has this brought to Voyah’s market expansion in the local region?
It’s a huge opportunity that aligns perfectly with the visions of Voyah and VPPM. This strategy acts as an enabler for customers, alongside EV technology, other vehicles, and the infrastructure development the country is planning for 2050. It encourages consumers to embrace new energy vehicles. As I noted, range-extended electric vehicles offer all the characteristics of pure EVs but without the range anxiety—making them an ideal fit for both our vision and current consumer demand across the region, particularly in the UAE.
Our strategy also focuses on facilitating the ownership journey. For example, as the country improves EV infrastructure, we provide wall boxes (home charging stations) with installation included when customers purchase our vehicles, making their daily use more convenient. So, the government’s strategy perfectly aligns with our plans and serves as a strong enabler for us.
Q4：What is the biggest challenge Voyah, as a high-end Chinese NEV brand, faces when entering the UAE market?
Well, I don’t really see it as a challenge—rather, it’s an opportunity. As I mentioned, demand for new EVs is increasing, and the market opportunity is significant. Right now, we are strengthening our foundation here in the UAE through VPPM, preparing for the expansion of our model lineup. Once Voyah releases new models next year, we will be ready to capture a larger market share. So, we view this as an opportunity to grow, not a challenge.
Q5：How does Voyah’s EV approach differ from the typical pure EV experience, and why is this technology particularly relevant to the UAE market?
Our EREVs offer all the characteristics of pure EVs—electric motors that deliver strong power and torque— but without the range anxiety associated with regular pure EVs. This allows customers to commute easily between the seven Emirates without worrying about running out of charge. Additionally, our EREVs offer impressive horsepower, so consumers seeking powerful vehicles will also find great value in owning our EREVs. That’s the key difference between EREVs and pure EVs, and it’s why this technology is perfectly suited to the UAE market.
Q6：What key actions has your company (VPPM) taken to build the Voyah brand as a new high-end NEV brand in the UAE?
VPPM and Voyah share a core strategy, with the main pillar being a customer-centric approach. Everything we do—from our team, facilities, and processes to the products themselves and our promotions—is built around the customer. I can illustrate this with the “5Ps” framework - people, premise, process, product, and promotion. List two examples:
1. Premise: We have one of the best showrooms in Abu Dhabi, and we are currently working on our Dubai showroom—we’ve had a soft opening there, are completing the fit-out, and will welcome visitors soon.
2. People: It all starts with recruiting the right candidates, followed by comprehensive training—including product knowledge and soft skills—to ensure they can deliver exceptional service.
These “5Ps” are all rooted in our customer-centric philosophy, which VPPM and Voyah firmly believe in.
Right now, we are strengthening this foundation, and once we expand our product lineup next year (with several models already launched in China expected to arrive soon), we will have the right people, products, and strategic network to serve our customers daily.
Q7：From brand promotion to market implementation, what valuable experience has VPPM (Performance Plus Motors) accumulated while operating the Voyah brand?
As I mentioned earlier, it all ties back to our customer-centric approach. This philosophy has allowed us to build the “5 Ps” around the customer, starting with our team and their ability to connect with customers on a human level. Our promotions are also highly strategic, focusing on the customer journey—we act as facilitators to make the ownership experience as seamless and friendly as possible. We also offer valuable enablers such as favorable financial plans and insurance rates, which make it easier for customers to own a Voyah vehicle.
Q8：Currently, Voyah mainly promotes two models: the Free and the Dream. Are there any plans to introduce new models next year?
Absolutely—VPPM and Voyah have an ambitious plan to launch more vehicles. Following the successful launch of the Voyah Free and Voyah Dream, we expect to introduce at least 3 to 4 new models next year. These will be high-premium, high-quality vehicles equipped with the latest technology, setting a benchmark for high-quality Chinese premium EVs in the UAE.
Q9：Finally, how do you evaluate Cartea’s positioning and value in the Middle East automotive media ecosystem?
Cartea holds a very strong position in the Middle Eastern media landscape, particularly in the UAE. Collaborating with Cartea makes perfect business sense for us—whether through car reviews, social media opportunities, or other media initiatives. This alignment perfectly supports our expansion plans. That’s how we value the collaboration between Voyah and Cartea.
