The Ultimate Showdown: Compact SUV Segment Slashes Prices for Market Dominance

With the market showing signs of slowing down, car brands are rolling out promotions to boost sales in May. In the compact SUV segment, popular models such as the Honda CR-V, Ford Territory, and Mazda CX-5 are all offering discounts to capture market share.

Starting with the Mazda CX-5, the leading model in the compact SUV category, the brand is offering a starting price of 714 million VND. With this pricing, the CX-5 currently has the lowest starting price in its segment, even lower than some high-end subcompact SUVs.

This pricing strategy has paid off, with the CX-5’s sales increasing by nearly 29% in April, reaching 1,416 units, the highest monthly sales figure so far this year. Its closest competitor, the Ford Territory, is also offering attractive discounts, with a promotion equivalent to a 100% registration fee waiver. This translates to a discount of 76-89 million VND on the American-branded SUV, priced from 759-889 million VND.

Meanwhile, the Honda CR-V is offering a 50% registration fee support from the brand for the G and L trims, resulting in a discount of approximately 51.5-55 million VND. However, even with this discount, the CR-V’s pricing remains relatively high compared to its competitors. In the Korean SUV segment, the Kia Sportage receives a discount of 40 million VND on the 2.0D diesel version, priced at 939 million VND. At the same time, the Hyundai Tucson is offering discounts of 55-60 million VND on the on-the-road price, depending on the trim and limited stock.

The Subaru Forester takes the crown for the most significant discount in the compact SUV segment, with a price reduction of 170-230 million VND. This brings the Japanese SUV’s price down to 799-969 million VND for the 2024 model year (VIN 2024). Additionally, several imported compact SUVs, such as the Skoda Karoq, Lynk & Co 01, 05, Jaecoo J7 PHEV, and Haval H6, are also offering discounts ranging from tens to hundreds of millions of VND.

In terms of sales performance, the Mazda CX-5 was the only compact SUV to sell over 1,000 units in April, thanks to its competitive pricing. It was followed by the Ford Territory, with 945 units sold, an increase of 14 units compared to March. The Hyundai Tucson ranked third with 506 units sold in April, a decrease from the previous month when it sold over 1,000 units. The Honda CR-V and Kia Sportage trailed with 433 and 184 units sold, respectively, while the Mitsubishi Outlander brought up the rear with 48 units.

Sales performance of compact SUVs in Vietnam in 2025

* This table compiles sales data for models with disclosed sales figures in Vietnam, according to the Vietnam Automobile Manufacturers’ Association (VAMA) and TC Motor.