"Within the next two years, our ambition is to secure a spot among the top three luxury BEV brands," declared Shao Mingfeng, Chief Brand Officer (CBO) of VOYAH Automotive Technology Co., Ltd. and General Manager of the Sales Company, at the recent 2026 VOYAH Ecological Partners Mid-Year Conference. He announced a comprehensive acceleration of VOYAH's BEV strategy.

To achieve this lofty goal, VOYAH's BEV model sales are projected to reach at least 150,000 units. This necessitates a more than fivefold increase in VOYAH's BEV sales from the 30,000 units recorded in 2025 over the next two years, presenting a formidable challenge. Considering the BEV market sales for vehicles priced above RMB 200,000 in 2025, Tesla led with 625,700 units sold, followed by Xiaomi with 411,800 units, and NIO with 177,700 units.

In the first half of this year, VOYAH delivered a total of 76,264 units, marking a year-on-year increase of 36%. Among these, June deliveries reached 14,223 units, a 41% year-on-year increase, indicating consecutive months of growth. Amidst intensifying competition in the high-end new energy vehicle market, VOYAH's sustained positive growth over multiple months instills confidence in launching a BEV product offensive. On the flip side, BEVs currently constitute a relatively small portion of VOYAH's sales. Taking VOYAH's sales mainstay, the Dreamer, as an example, its PHEV model sold 5,957 units in June, while the EV version sold only 969 units.

Therefore, for VOYAH, a full-scale assault on the EV market is not only a proactive strategic move considering the current trend of BEVs as a new consumption trend but also a step to address its weaknesses and establish future growth points.

In the first half of this year, VOYAH maintained robust growth, primarily driven by the introduction of the new product, Taishan X8. The Dreamer series, as the mainstay, continued to rank among the top sellers in the high-end MPV market, boasting an NPS (Net Promoter Score) of 74.8 points in the first half, ranking third among MPV models. It has forged a solid user reputation in two high-end scenarios: business receptions and multi-child family use, serving as the core support for VOYAH's sales for an extended period.

The four SUV models—Zhiyin, FREE, Taishan X8, and Taishan—cover the entry-level 5-seater, full-size 5-seater, and full-size flagship 6-seater SUV markets. The Taishan X8 series, launched in May, has witnessed a continuous rise in market response, with over 93% of users opting for the Ultra and above high-end versions. Additionally, in the sedan segment, VOYAH offers the Zhuiguang series, although its sales proportion is currently low. In terms of product strategy, VOYAH currently adopts a multi-powertrain approach of BEV + PHEV/EREV to cater to the diverse product preferences of different users.

VOYAH's current heavy emphasis on BEVs is primarily driven by the fading growth dividends in the PHEV and EREV markets. Data from the Passenger Car Association reveals that PHEV sales declined by 27.3% in June, while EREV sales dropped by 31.9%. In contrast, BEVs continued to grow despite the overall market decline, with a 3.6% year-on-year increase in June, accounting for 68% of the total new energy vehicle sales, becoming the absolute driving force in the market. Behind this shift is the advancement of battery technology and the improvement of charging infrastructure, which are rapidly addressing the experience shortcomings of BEVs, while the appeal of PHEVs and EREVs, once considered transitional solutions, continues to wane.

Under these circumstances, to sustain long-term sales growth, VOYAH must shift its focus to BEVs and capture market share in this rapidly growing segment. From a sales proportion perspective, VOYAH's BEV product sales have been steadily increasing over the past two years, rising from less than 10% in 2024 to 20% in 2025, and further to 23% in the first half of this year.

Based on its assessment of market trends, VOYAH has comprehensively accelerated its BEV strategy from both technological and product dimensions. Firstly, at the technological level, Shao Mingfeng previewed that in response to core concerns of BEV users, such as safety and charging, VOYAH is set to launch the Amber Battery 2.0 and a self-developed 800V+5C high-voltage fast-charging vehicle platform, which will be equipped on VOYAH's next-generation products. Meanwhile, VOYAH will also expedite the network layout of megawatt-level fast-charging stations.

At the product level, VOYAH will launch an intensive series of BEV products in the second half of the year. Among them, the Taishan X8 BEV version has officially commenced deliveries this month, priced between RMB 339,900 and RMB 379,900, focusing on luxury all-terrain capabilities and super large space. The ZhuiGuang S, a trendy BEV coupe SUV, will commence pre-sales this month. Shao Mingfeng described the ZhuiGuang S as VOYAH's "game-changer in terms of appearance." He previewed that the model will be equipped with 4-laser intelligent driving, offering a driving experience comparable to that of a luxury vehicle.

Subsequently, VOYAH will also introduce the brand's flagship large SUV, the Taishan BEV version, targeting the RMB 400,000 market, and the Dreamer 9 BEV version, a RMB 500,000 luxury MPV, offering a high-end experience comparable to that of a luxury vehicle. These four products cover four major luxury market segments: family SUVs, sporty coupe SUVs, flagship SUVs, and luxury MPVs.

In addition to these, VOYAH currently offers the Zhiyin and Dreamer BEV versions on sale. Shao Mingfeng stated that with the launch of these models, "VOYAH will become the first Chinese automaker to complete a full-category BEV layout." In other words, VOYAH will achieve full coverage of BEV products across three categories: sedans, SUVs, and MPVs.

However, it should be noted that in the BEV sedan segment, the initial ZhuiGuang was a BEV model but has since been discontinued. The subsequent ZhuiGuang annual facelift and ZhuiGuang L are both PHEV models. Therefore, strictly speaking, VOYAH currently has a gap in its BEV sedan product lineup, and it remains uncertain whether there are plans for related products in the future.

The channel ecosystem is a pivotal support for the implementation of the BEV strategy. As the first central state-owned automotive brand in China to adopt a direct-sales model, VOYAH has consistently adhered to a channel model that combines self-operation with ecological partners. As of now, VOYAH has opened a total of 509 various types of stores in China, including VOYAH Spaces, full-function user centers, and delivery service centers. VOYAH revealed that the ecological partner system has maintained healthy growth in the first half of the year, with store profitability reaching an excellent level in the industry, demonstrating sustainable growth capabilities.

Of course, VOYAH's comprehensive acceleration of its all-out BEV strategy and its ambition to become one of the top three luxury BEV brands does not signify a complete shift to BEVs, abandoning EREVs or PHEVs. At this stage, VOYAH's EREV/PHEV models remain the absolute mainstay of its sales. Therefore, VOYAH will continue to adhere to a multi-powertrain approach of EREV/PHEV + BEV, consolidating its foundation through existing models while seeking new growth through all-new BEV models.

Since its listing this year, VOYAH's stock price has been under significant pressure, and VOYAH needs to bolster market confidence through clear strategic planning and market performance. Now, VOYAH's direction is clear: BEVs and high-endization, targeting growth and profitability, respectively. Next, it will be crucial to observe the market performance of its subsequent product launches.