The Alluring Brands at Car Choice Awards 2025: ‘These Two Deserve the Spotlight’

Here is an overview of the Trên Ghế program, broadcast on August 26 on HTV9.

The program is currently at the event celebrating 30 years of the Ford brand in Vietnam. So, in all those years, how long has Mr. Quang been with the company?

Yes, it’s been 30 years. In 1995, when Ford began construction on its factory and started operations in Vietnam, I had just graduated from university. At that time, I had the opportunity to work with Song Cong Company – Song Cong Diesel Factory, which was a joint venture with Ford from the very beginning. I was very young then, and the work wasn’t that important, but the valuable thing was that I started to get exposed to and understand Americans and their ways.

So, on today’s event, as we look back on the emotions, people, and values that Ford has brought to Vietnam, how do you feel at this moment?

I find it very interesting.

It may sound funny, but I feel that between the US and Vietnam, especially in the automotive industry, it’s like a couple in love: they love each other deeply but also argue and bicker a lot, and they can’t leave each other. Whether it’s in trade, diplomacy, or products, there is both a strong bond and many barriers. For example, seeing Americans eating Vietnamese spring rolls or noodles, you realize how much they truly enjoy our cuisine.

Now, this year’s Car Choice Awards aims to honor both the car brand and the specific car model. The theme for this year is “Soaring to Success,” with a new category: “Rising Brand,” for brands that have strived to overcome market challenges and bring value to Vietnamese consumers. So, in your opinion, is Ford a strong contender for this award?

Actually, I think it’s a bit late to have this category this year. This category should have been there about 15 years ago. Because Ford is absolutely deserving of recognition for its philosophy of always breaking through, leading, and driving the market – not just in Vietnam but globally. Ford is renowned for being an innovative brand: from technology, products to customer care.

Ford was the first to introduce the philosophy of mass-producing cars so that anyone could own one. Before that, cars were handcrafted, very expensive, and only affordable to a select few. In terms of materials, many people know about Boron steel through Volvo, but this technology actually originated from Ford (Volvo used to be a subsidiary of Ford).

In Vietnam, Ford has been a pioneer many times. For example, the EcoSport model made people realize that they didn’t have to stick to sedans and could opt for a compact, versatile CUV for city driving. Regarding pickup trucks, before 2010, many people considered them to be “half-farm” vehicles. But with the 2012-2013 Ranger, Ford completely changed that definition: larger frame, wider body, comfortable cabin, steering wheel with buttons, and even the manual version had automatic throttle – something no other brand was doing.

As you can see, Ford has always been a pioneer, so this award should have been theirs a long ago. Their recognition this year is well-deserved.

Aside from Ford, do you think there are other brands that come to mind?

If we’re being impartial, there are indeed other brands that are deserving. Because “leading the market” means creating products that change consumers’ habits, thoughts, and choices when it comes to cars.

With that in mind, I immediately think of Toyota and their introduction of hybrid vehicles to the Vietnamese market. And now, they have a range of hybrid models available. If Toyota hadn’t been adamant about including hybrid engines in their lineup, even in the Innova, which is known as a workhorse, the market wouldn’t be considering hybrid vehicles as a trend today. As a result, many brands are now selling hybrid cars, such as Suzuki.

Clearly, hybrids have changed consumers’ mindset: they are fuel-efficient, operate smoothly like gasoline engines, offer the convenience of electric vehicles, and don’t rely on charging infrastructure. That’s a real benefit, and Toyota deserves credit for that.

From a product perspective, which models do you think are worthy of recognition?

In terms of products, the Ford Ranger is a market-leading model: it has made the entire industry change its perception of pickup trucks – from a “half-farm” vehicle to a versatile one.

In addition to the Ranger, I believe it should be the first Plug-in Hybrid model launched in the recent period. This product has the potential to lead the market due to its clear advantages and ability to attract customer attention. I think from now on, many brands will offer PHEV models. What’s important is that these models have already caught the interest of customers.

Moreover, I highly appreciate the DST Concept or its commercial version, the Destinator. This model has the potential to become the “second Xpander” in the MPV segment.

In the 5-seat SUV/CUV segment, the market currently offers limited choices for 5+2 seating configurations in the price range of VND 700-800 million. The Xpander’s previous success was due to filling this “gap” in the market: cheaper than the Innova but spacious enough, and more practical than the XL7 or Ertiga.

I believe the Destinator promises to create a similar effect, prompting other brands to follow suit, especially in the B-C segment CUVs with 7 seats.

Thank you very much, Mr. Quang.