In a strategic move to strengthen its global presence, Voyah, a subsidiary of China’s Dongfeng Motor Group, officially announced its entry into the Middle Eastern electric vehicle market by launching its first models in the United Arab Emirates. This expansion is part of an ambitious plan to establish Voyah as a leading brand in the luxury electric vehicle segment worldwide.
Voyah’s Entry into the UAE Market: Official Launch and Flagship Store Opening
On May 9, 2025, Voyah held an official launch event in the UAE, marking its formal entry into the Emirati market and inaugurating its flagship store in the capital, Abu Dhabi. During the event, the company unveiled two of its luxury electric models:
Voyah Free SUV: A sporty, versatile electric SUV.
Voyah Dream MPV: A multi-purpose vehicle designed for families and long trips.
This launch reflects Voyah’s confidence in the UAE as a key platform for expanding throughout the Middle East, a region experiencing rapid growth in demand for electric vehicles.
Pricing and Specifications: UAE vs. China
Voyah offers its vehicles at competitive prices in the UAE, with the Voyah Free priced around 364,000 Chinese yuan (approximately $50,650 USD), and the Voyah Dream starting at 550,000 yuan. In comparison, prices in China start from 228,900 yuan for the Free and 329,900 yuan for the Dream, reflecting differences in local taxes and fees in the UAE.
Brand History and Rapid Development
Founded in late 2020 as a luxury electric vehicle sub-brand under Dongfeng Motor Group, Voyah launched its first model, the Voyah Free, in June 2021 in China. This was followed by the Dream MPV in May 2022 and the Zhi Guang sedan in April 2023.
In October 2024, Voyah introduced its fourth model, the Zhiyin (also known as “Courage”), targeting international markets and directly competing with the Tesla Model Y. This demonstrates the company’s ambition to challenge established players in the high-performance luxury electric vehicle segment.
Global Expansion: Over 40 Countries on the List
Since 2022, Voyah has pursued an aggressive global expansion strategy, entering more than 40 international markets, including European countries such as Norway, the Netherlands, and Italy. This expansion underscores the company’s desire to strengthen its global footprint and compete with major brands in the electric vehicle industry.
Sales Performance and Continuous Growth
Data indicates that Voyah is steadily growing its sales. In April 2025, the company delivered over 10,000 vehicles for the second consecutive month. From January to April 2025, total sales reached 36,053 units, marking a 77.18% increase compared to the same period last year. This growth reflects increasing consumer acceptance of Voyah’s products across various markets.
Significance of Voyah’s Entry into the Middle East
Voyah’s entry into the UAE market aligns with clear regional trends supporting the transition to electric mobility. The Middle East is witnessing rising adoption of electric vehicles, driven by advanced infrastructure, government incentives, and growing environmental awareness.
The UAE, as a regional economic and tourism hub, serves as a strategic gateway for Chinese electric vehicle companies like Voyah aiming to expand throughout the Gulf and the broader Middle East. Voyah can leverage this location to broaden its sales and service network across neighboring countries.
Competition in the Middle Eastern Electric Vehicle Market
The Middle Eastern electric vehicle market is becoming increasingly competitive, with global brands such as Tesla, Audi, and BMW vying for market share alongside emerging Chinese manufacturers like Voyah. Offering a combination of luxury, advanced technology, modern design, and strong performance, Voyah presents an attractive option for consumers seeking premium electric vehicles.
Future Outlook
With the official launch in the UAE and the opening of its flagship store in Abu Dhabi, Voyah is expected to rapidly expand its presence in the region. Plans include launching additional models and enhancing after-sales services. The company also aims to support the development of charging infrastructure, further accelerating electric vehicle adoption in the Middle East.
Voyah’s expansion into the Middle East marks a significant milestone in the Chinese brand’s journey toward global prominence. By offering advanced, competitively priced electric vehicles, Voyah positions itself as a strong contender in the UAE and regional markets, with promising prospects for growth and innovation.
At "Al-Katonia Automotive," we will continue to closely follow all developments related to Voyah and other brands shaping the future of the global electric vehicle industry.
Tamara is an editor who has been working in the automotive field for over 3 years. She is also an automotive journalist and presenter; she shoots car reviews and tips on her social media platforms. She has a translation degree, and she also works as a freelance translator, copywriter, voiceover artist, and video editor. She’s taken automotive OBD Scanner and car diagnosis courses, and she’s also worked as an automotive sales woman for a year, in addition to completing an internship with Skoda Lebanon for 2 months. She also has been in the marketing field for over 2 years, and she also create social media content for small businesses.
