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Dongfeng’s premium EV-focused “VOYAH” unveiled as independent brand

Monika From Gasgoo| July 20 , 2020

Shanghai (Gasgoo)- Dongfeng Motor Corporation announced on July 17 its all-new premium EV brand dubbed “VOYAH”(in Chinese, "Lantu") with the logo unveiled in the meantime.

“VOYAH”, the homophone of “blueprint” in Chinese, is positioned as a premium smart EV brand that completely eliminates range and charge anxiety for drivers. According to You Zheng, deputy general manager of Dongfeng Motor Corporation, the newborn brand is fire new in such aspects as strategy, organization mechanism, business model and operational team.

Dongfeng Lantu, Dongfeng premium NEV brand, China automotive news

Regarding the corporation strategy, VOYAH will integrate core resources and advantages to furnish unique and differentiated EV solutions based on its deep insight into market opportunities and blue ocean market demands.

The new brand will explore an innovative development model that draws on the advantages of both a mature traditional automaker and an EV startup and adopts OKR (objectives and key results) goal system which is popular among many Internet firms.

Dongfeng Lantu, Dongfeng premium NEV brand, China automotive news

(You Zheng, deputy general manager of Dongfeng Motor Corporation)

As for the all-new business model, VOYAH aims to develop upscale electric vehicles with great competitiveness and a brand image boasting unique charm. Building innovative sales models and offering ecosystem services are also part of the targets.

Dongfeng Lantu, Dongfeng premium NEV brand, China automotive news

(From left to right: Jiang Tao, Lu Fang, Shen Jun, Lei Xin)

The core executive group of VOYAH include Lu Fang (chief executive officer & chief technology officer), Lei Xin (chief brand officer), Shen Jun (chief financial officer), Jiang Tao (chief operating officer) and Huang Weichong (senior director of operations and spoksman).

Dongfeng Lantu, Dongfeng premium NEV brand, China automotive news

Dongfeng Motor said earlier this month it was going to launch in mid-July the "h" brand, namely, “VOYAH”, that focuses on premium new energy PVs.

Dongfeng's "h" business unit was founded in April 2019 for the development of "h" brand. According to earlier reports, the new brand would work as an independent PV unit, while it would be affiliated to Dongfeng's Hong Kong-list subsidiary, Dongfeng Motor Group Company Limited.

Reportedly, the "h" brand will inherit Dongfeng Renault's Wuhan plant, which will be renovated later. The plant to-day features annual capacities of 150,000 complete vehicles and 50,000 engines.

The state-owned automaker is operating four self-owned PV brands—Fengshen, Fengguang, Fengxing and Venucia, most of which are priced below 150,000 yuan ($21,452). “With the consumption upgrading in China's automotive marketing, the share of mid-/high-end vehicles priced between 200,000 yuan ($28,603) and 350,000 yuan ($50,056) is growing rapidly, and this is the only market where Dongfeng's electrification and intelligent connectivity technologies can be developed with a proper cost effectiveness,” said You Zheng, deputy general manager of Dongfeng Motor Corporation (photo source: Dongfeng Motor's WeChat account).

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