On November 18, VOYAH officially launched its all-new full-size six-seat flagship SUV—the VOYAH Taishan. With a starting price of 379,900 RMB, the model reshapes the competitive landscape of China’s 400,000-RMB premium SUV segment.
During the media interview following the launch, VOYAH Chairman and CEO Lu Fang, together with CBO and Head of Sales Shao Mingfeng, not only elaborated on the product strength of this “true flagship of Chinese luxury,” but also shared how VOYAH is forging an upward brand path powered by culture, technology, and user-centricity.
Carrying the name “Taishan”—a symbol of cultural depth and national spirit—the new flagship aims to create a differentiated path in the highly competitive new-energy market, combining technological excellence with emotional resonance.
I. The Name “Taishan”: Culture as the Soul of the Brand
At a time when NEV design is becoming increasingly homogeneous, VOYAH insists on building a cultural moat.
“As a centrally administered Chinese automotive brand, we want to reflect Chinese culture in industrial products that face the world,” Lu Fang said. He explained that “Taishan,” originally the internal project codename, became the official model name due to strong user demand. The decision reflects VOYAH’s deep inheritance and innovative interpretation of Chinese culture.
Cultural elements can be seen throughout Taishan’s design:
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The front fascia draws inspiration from the image of Kunpeng spreading its wings;
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The headlights echo the oracle-bone character for “water”;
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Exterior colors like “Golden Purple” and “Imperial Red” are derived from Mount Taishan’s sunrise and the Forbidden City’s iconic palette;
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Even the VOYAH emblem originates from the Zhuangzi philosophy of Kunpeng rising with limitless ambition.
“This cultural integration is not an afterthought but rooted in the product from day one,” Lu said. Many users and media have called VOYAH “the only new-energy brand with true cultural depth,” which he sees as both recognition and pressure.
Shao Mingfeng added that cultural confidence elevates Taishan beyond transportation, turning it into a social statement: “The new middle class needs a car that mirrors their mindset and ambition.”
II. Breaking Through the Red Ocean: All-Round Capability as the Core
The 400,000-RMB full-size SUV market has become a battleground for major NEV brands. VOYAH’s Taishan chooses a path of all-around excellence, not single-point competition.
“Others may highlight technology or family orientation, but VOYAH’s key label is ‘all-capable,’” Lu emphasized.
Top-tier intelligent driving
Taishan adopts Huawei’s cutting-edge ADS 4 lidar-based smart driving system, representing one of the highest industry standards.
Industry-leading safety and performance
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2200 MPa ultra-high-strength steel
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Three-chamber air suspension + EDC
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Rear-wheel steering
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800V architecture with 5C ultra-charging
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VOYAH’s latest “Lanhai Smart Hybrid” system
Luxury and comfort designed for both business and family
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13-liter dual-door smart fridge
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32-speaker VOYAH Sound immersive acoustic system
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21.4-inch 3K overhead entertainment display
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Premium sound-insulating privacy glass and dual-C active noise reduction
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AI-powered “Cloud Comfort” seats
These features make Taishan a strong contender for users seeking both style and substance.
A disruptive pricing strategy
At 379,900 RMB, Taishan delivers features like three-chamber air suspension and 800V fast charging that competitors do not offer at the same level. Lu revealed that orders surged rapidly—Taishan received over 10,000 preorders within 21 minutes of launch.
III. Guiding Brand Elevation: Three Flagships Leading the Way
With Taishan’s launch, VOYAH now offers a complete flagship lineup across SUV, MPV, and sedan segments—making it the first Chinese premium NEV brand with full-category mass production.
“Taishan carries the dual mission of elevating the brand and advancing technological breakthroughs,” Lu said. Technologies introduced in Taishan will gradually cascade down to models like FREE+ and Zhiyin, creating a “flagship drives the whole range” effect.
VOYAH’s user base surpassed 300,000 vehicles in 2025, a milestone driven by the brand’s long-term focus on cultural positioning and user engagement.
From functional needs to emotional connection
During Taishan’s development, the team climbed Mount Taishan to experience the mindset of users seeking “an upward journey in life.” This empathy inspired scenario-based features such as an in-car cinema and parent-child interaction modes.
“We want the car to become the users’ third living space—close the door, and it becomes a private haven for the family,” Lu said.
IV. Putting Users at the Center: Channels, Service, and Community Upgrade
To address brand-awareness challenges, VOYAH chose long-termism instead of short-term hype. The company:
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Expanded showroom size from 1,500㎡ to 2,500㎡, with flagship stores reaching 5,000㎡
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Formed a high-end training team, recruiting talent from luxury retail and education industries
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Implemented the “Do not disturb unless requested, respond whenever needed” service model
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Offers home pick-up services and lifelong free roadside assistance
VOYAH also emphasizes co-creation with users. User committees regularly meet, participate in product optimization, and even defend the brand online, forming a rare positive user ecosystem.
V. Going Global: Entering Europe with Strength, Not Low-Price Competition
Fresh from a European market study, Shao Mingfeng sees massive opportunity but acknowledges the challenges.
VOYAH is now laying the groundwork for channels and service systems in Europe.
Short-term strategy: focus on the 40,000–50,000-euro market with 800V fast-charging advantages.
Long-term vision: break into the 100,000-euro luxury segment and export “Chinese luxury” to global consumers.
“We will not engage in low-price dumping. Just like in China, we will earn respect through product strength and brand power,” Shao said.
Conclusion: Taishan—Steady as a Mountain, Rising to the Peak
VOYAH Taishan represents not only a product launch, but a strategic milestone for VOYAH’s ascent into the premium NEV segment.
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Culture strengthens the brand foundation
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All-round capability redefines the high-end SUV benchmark
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User-centric philosophy builds lasting trust
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Three-flagship strategy drives brand elevation and global expansion
With the launch of Taishan, VOYAH is moving upward with the steady, powerful momentum of Mount Taishan—advancing China’s high-end automotive brands toward the global stage.
