China's Voyah enters Middle East with Abu Dhabi flagship store

Chinese NEV maker Voyah, a premium marque under Dongfeng Motor, entered the Middle Eastern market with a brand launch event in the United Arab Emirates on Friday.

The company also opened its first regional flagship store in Abu Dhabi and began sales of two of its core models — the Voyah Free and Voyah Dream — priced at approximately 364,000 yuan ($50,369) and 550,000 yuan, respectively.

The launch marks a new phase in Voyah's overseas expansion and comes as Chinese automakers accelerate their push into global markets amid rising competition at home and growing international demand for electric vehicles.

The Abu Dhabi store, situated on the city's famed 8-kilometer Corniche beachfront boulevard, reflects Voyah's strategy of aligning high-end retail locations with its premium brand image.

"The store blends Chinese aesthetics with Arabic design, offering a tranquil and refined environment for test drives, vehicle deliveries, and aftersales services," the company said in a statement.

Syed Faiz Karim, CEO of Abu Dhabi Motors, Voyah's regional partner, praised the brand's focus on safety and build quality.

"Choosing Voyah means more than partnering with a reliable brand — it's a strategic decision to be part of the global mobility transformation," he said. "We will work closely with Voyah to strengthen sales, service, and brand presence."

Rooted in Chinese culture and driven by cutting-edge technology, Voyah is positioning its vehicles to meet the unique demands of Middle Eastern consumers.

The Voyah Free, a range-extended EV, offers a combined driving range of 1,458 kilometers and a pure-electric range of 318 kilometers.

It comes with a dual-suspension setup and adjustable air suspension for improved ride quality on desert terrain.

The Voyah Dream, a luxury electric MPV, is equipped with an all-wheel drive system and a "magic carpet" air suspension with CDC damping — tailored for both family and executive transport.

All interior materials are certified under the OEKO-TEX ecological standard, ensuring low emissions even after prolonged sun exposure, a crucial feature for the region's extreme climate.

The model has already surpassed 100,000 units in global sales.

The foray into the Middle East marks a strategic step toward Voyah's goal of reaching 60 markets by 2030.

Since launching its overseas expansion in 2022, Voyah has entered more than 40 markets including Norway, the Netherlands, and Italy — making it one of the fastest-growing Chinese premium NEV brands overseas.