Unveiling the ‘Mona Lisa’ of Vietnamese Automotive Industry

“People are more inclined to approach something that looks attractive, and the same goes for cars. If a car has an appealing design, people will be drawn to it; if it’s just a pretty soul in an ugly shell, their interest will likely fade quickly.” This is the perspective of expert Nguyen Thanh Hai (Hai Kar) during an interview with us back in 2022 regarding the importance of car design in capturing customers’ hearts.

Even Toyota Had to Change

For many, the image of Toyota is intertwined with neutral-looking vehicles that don’t stand out in terms of design and offer a rather ordinary driving experience. However, this description wouldn’t fit the recent models like the Toyota GR Yaris, Toyota GR Corolla, or the 5th generation Toyota Prius. Toyota has evolved.

Back in late 2023, Mr. Akio Toyoda, then CEO of Toyota, declared that the company would “stop making boring, tasteless cars.” And Toyota has proven this statement right with changes in its product line-up and design language.

Toyota has started to prioritize design, and this shift is evident in their recent models. The Toyota GR Yaris, with its sporty and aggressive styling, the Toyota GR Corolla, a hot hatch that turns heads, and the Toyota Prius, a hybrid that challenges conventional aesthetics, all showcase a bolder side of Toyota.

The Rise of Korean Design

KIA, Hyundai, and Genesis (Hyundai’s subsidiary brand) are also paying close attention to design, and it’s paying off. While they are distinct brands with different product orientations, they share a commitment to making design a priority.

Take a look at Hyundai’s previous models, and you’ll notice the consistent application of the cascading grille design. Similarly, KIA has been associated with its tiger-nose grille, showcasing the seriousness with which their design teams approach creating a unified brand identity.

In the Vietnamese market, Hyundai’s product lineup showcases a unified design language. Vehicles like the Accent, Elantra, and Stargazer feature slim, stylized H-shaped taillights, creating a distinct visual signature.

It’s no surprise that the World Car Awards recognized Mr. Luc Donckerwolke (Executive Vice President and Chief Creative Officer of the Hyundai Motor Group) and Mr. SangYup Lee (Executive Vice President and Head of Hyundai and Genesis Design) as World Car Person of the Year in 2022 and 2023, respectively.

The “Mona Lisa” of Vietnamese Automotive Industry

As expert Nguyen Thanh Hai pointed out, design is the first factor that influences consumers’ willingness to consider a car. If the design doesn’t capture their attention initially, they are likely to move on without further exploration.

When a design resonates with the tastes of the majority and is coupled with a reasonable price, explosive sales figures are almost inevitable.

The VinFast VF 3 is a prime example. It garnered an impressive 27,459 non-refundable reservations within just 66 hours (2.75 days). To put this into perspective, consider the Mitsubishi Xpander, which took a year to reach sales of 19,740 units and lead the market.

The VinFast VF 3 offers a unique value proposition in the Vietnamese market. It serves as both a practical means of transportation and an object of desire for car enthusiasts. This dual appeal has sparked a wave of customization, with owners proudly showcasing their personalized VF 3s in online communities dedicated to the model and car modifications.

The market’s response to the VinFast VF 3 could serve as a case study for automakers to better understand Vietnamese consumer preferences and make adjustments to offer a more diverse range of vehicles.

To recognize this breakthrough, the Better Choice Awards, organized by the National Innovation Center in collaboration with VCCorp under the guidance of the Ministry of Planning and Investment, has introduced a new category within the Car Choice Awards. This new category, “Design Breakthrough in Modern Cars,” aims to honor vehicles that excel not only in visually appealing interior and exterior designs but also in incorporating ergonomic, convenience, and advanced functional elements, thereby enhancing the user experience and shaping future automotive design trends.

The addition of this category reinforces the awards’ consumer-centric approach, helping consumers make more informed choices that align with their needs and preferences.