Compact EVs, not luxury models, are the key to sustainable urban mobility in this part of the world. Because the greater Southeast Asian market demands practicality, affordability, and efficiency, EVs are expected to require less space and be less expensive to own, says Soh Ming.
Last year, he founded EV distributorship Volt Auto, the only authorised dealer for Dongfeng vehicles in Singapore. Dongfeng Motor Corporation is one of the “Big Four” Chinese automakers and a state-owned automobile manufacturer.
China has become the global leader in EVs due to its scale, governmental support, and vertically integrated supply chains, Soh notes. Hefty investment in battery technology, infrastructure, and production capabilities mean its automobiles are competitive in pricing, reliability, and innovation.
Soh was drawn to Dongfeng because it offers advanced technological capabilities at an accessible price point. They include Level 2 autonomous driving (where the vehicle controls steering, acceleration and deceleration), smart parking systems, and a compact form factor optimised for city living. “They are not trying to overengineer; they’re focusing on providing everyday value,” he explains, adding that the most popular model in Singapore is the Dongfeng Box.
In his experience, the most common misconceptions about EVs revolve around charging duration, cost, and range anxiety (the fear that the vehicle is not equipped with enough energy storage to cover the distance it must travel). But in reality, modern electric vehicles can be charged “over a cup of coffee” with DC fast chargers, he avers, and have significantly lower operating costs than petrol vehicles. Volt Auto provides battery health certifications to set the record straight.
Soh isn’t just riding the wave for the money. He is really passionate about cars. “I was the kind of kid who could name every make and model on the road. It’s not just about performance and aesthetics, but also the freedom, identity, and possibility that they represent.”
Before starting Volt Auto, where he is also the managing director, he held sales positions at Grab and PacificLight, which he says taught him the fundamentals of customer behaviour and commercial scaling. He then joined Icon Cars to gain experience in the used car market.
His greatest challenge in shaking up the EV industry in Singapore has been building confidence as a new player in an established, capital-intensive market. When it first opened its doors, the company faced regulatory complexity that necessitated investing early in compliance, building strong local partnerships, and consulting with agencies to ensure smooth entry.
But Soh believes in his product, particularly since it’s a greener alternative and provides an enhanced driving experience. To him, a marriage of environmental values and commercial viability is a push for long-term impact.
“We keep our costs lean so we can offer competitive pricing, but we also measure success by how much we’re accelerating EV adoption and shifting public perception.”
Soh Ming on his yardstick
Response to Dongfeng’s products has so far been “incredibly encouraging”. In addition to consistent excellent feedback, he says, the brand has been gaining traction faster than expected. According to LTA’s new vehicle registration data, the Dongfeng Box was the top-registered vehicle in its segment in February and April this year, demonstrating that Volt Auto’s approach resonates with the market.
Expansion is on the horizon. Volt Auto will soon introduce new models, proffer flexible ownership options, and forge partnerships to strengthen the EV ecosystem locally and regionally.
Soh is ready to take up the mantle. “By focusing on accessibility, regional relevance, and ecosystem innovation, we can lead the charge towards cleaner, more inclusive mobility across Southeast Asia.”
Photography Mun Kong
Art direction Chia Wei Choong
Hair Yue Qi using GHD
Makeup Keith Bryant Lee using Clarins
Photography assistant Melvin Leong
