Voyah Taishan : China’s Ultra-Luxury SUV Targeting the Rolls-Royce Cullinan

Voyah, one of Dongfeng Motor’s most premium brands, is preparing to shake up the ultra-luxury SUV segment with its most ambitious model to date. Currently known by the codename Taishan, the upcoming SUV is being positioned as a direct rival to the Rolls-Royce Cullinan, signaling Voyah’s intent to challenge the most exclusive European brands.

Early prototypes of the Taishan have been spotted under heavy camouflage, concealing its final design details. However, Voyah’s high-profile testing and promotional strategy have already generated significant buzz in China’s automotive scene.

Key Points You Need to Know

• Voyah Taishan aims to rival the Rolls-Royce Cullinan in size, luxury, and technology.
• Equipped with Huawei’s latest ADS Ultra four-lidar intelligent driving system for advanced autonomous capabilities.
• Over 5.3 meters in length with a 3.1-meter wheelbase, offering a six-seat 2+2+2 configuration.
• Possible powertrains include plug-in hybrid and full electric versions, with up to 657 hp for the hybrid.
• Louis Vuitton-themed promotional stunt sparks public attention in Shanghai.

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A Direct Challenge to the Luxury Elite

Voyah’s CEO, Lu Fang, confirmed that the Taishan is undergoing “intensive summer testing” and will debut Huawei’s ADS Ultra four-lidar intelligent driving solution, one of the most advanced autonomous driving systems currently available in China.

To emphasize its ambitions, Voyah staged a striking marketing move by parking a Louis Vuitton–wrapped prototype in front of LV’s ‘The Louis’ exhibition building in central Shanghai. The luxury-themed camouflage combined with the ship-like building design served as a clear statement: Voyah intends to play in the same league as the world’s top luxury marques.

Exterior Design Under Wraps — But Some Clues Appear

While the SUV’s front end remains completely hidden, certain design elements are visible despite the camouflage. These include smooth body panels, silver window surrounds, and flush-mounted door handles for a clean, premium appearance. A fixed LiDAR unit is positioned above the windshield, hinting at its advanced driver assistance capabilities.

Voyah’s decision to park the prototype next to a Rolls-Royce Cullinan during testing sends an unmistakable message about its intended market positioning.

Size, Space, and Comfort

According to early reports, the Taishan will measure over 5.3 meters in length with a 3.1-meter wheelbase, dimensions that put it firmly in the full-size luxury SUV category. Inside, the cabin will reportedly feature six individual seats in a 2+2+2 layout.

Given its target market, expectations are high for a lavish interior featuring premium materials, advanced infotainment systems, and multiple high-resolution screens. If Voyah follows through, the Taishan could stand as one of the most refined Chinese SUVs ever built.

Powertrain Expectations

Chinese media suggest that the Taishan will be offered with both plug-in hybrid (PHEV) and battery-electric (BEV) versions.

The PHEV option will likely use a system similar to that in Voyah’s Passion L luxury sedan, pairing a 1.5-liter turbocharged engine with dual electric motors for a combined 657 horsepower. This would give the Taishan performance capabilities that rival — and potentially exceed — some of its European competitors.

Specifications Overview (Projected)

A Statement of Intent from Voyah

The Voyah Taishan represents more than just a new model — it’s a clear statement of China’s growing influence in the ultra-luxury automotive market. By directly targeting the Rolls-Royce Cullinan, incorporating Huawei’s cutting-edge autonomous technology, and adopting bold marketing tactics, Voyah is positioning itself as a legitimate contender in one of the most exclusive automotive segments.

If the Taishan delivers on its promises of size, luxury, and power, it could redefine global perceptions of Chinese luxury vehicles. For now, enthusiasts and industry watchers will be keeping a close eye on Voyah’s next moves as the Taishan moves closer to production.