Is the Era of D-Class Sedans Over? A Look at Declining Sales

According to the latest report from the Vietnam Automobile Manufacturers Association (VAMA), the mid-size sedan segment continues its decline, closing August with only 199 units sold—a drop of 16 units from the previous month and marking the fourth consecutive month of sales decline. Notably, the Mazda 6 recorded zero sales, with a mere 56 units sold cumulatively in the first eight months of the year. This trend has led many dealerships to halt imports, fueling speculation that the model may be quietly exiting the market.

The decline of the Mazda 6 mirrors the broader struggles of the mid-size sedan segment, once a prestigious choice for business professionals and affluent families. Even the Toyota Camry, a long-standing icon of this segment, faces challenges. Despite the launch of its new generation, only 175 units were delivered in August, a nearly 10% drop from the previous month. Over eight months, sales totaled 1,531 units, capturing 87% of the segment’s market share, with the remainder primarily going to the Kia K5. The Honda Accord and Mazda 6 contribute negligibly.

Total mid-size sedan sales since the beginning of the year reached just 1,768 units—a stark contrast to the segment’s heyday. A decade ago, mid-size sedans like the Toyota Camry, Honda Accord, Mazda 6, and Kia Optima were symbols of success. These vehicles boasted luxurious designs, spacious interiors, and modern amenities, appealing to executives and families seeking to showcase their status. The Camry once achieved monthly sales exceeding 1,000 units. The Mazda 6 and Kia Optima (now Kia K5) also cultivated loyal customer bases, contributing to a vibrant market.

However, in recent years, demand for mid-size sedans has plummeted. Vietnamese consumers increasingly favor SUVs, CUVs, and MPVs, which better accommodate larger groups and multi-generational families, as well as passenger transport services.

Another barrier is pricing. Mid-size sedans currently range from 900 million VND to over 1.3 billion VND—a price point that allows buyers to opt for more versatile 5+2 SUVs or MPVs. Consequently, mid-size sedans struggle to compete in a market prioritizing practicality.

Two years ago, the Kia K5 was expected to revive the segment but now sells only a few dozen units monthly. The Honda Accord maintains its reputation for quality but its high price limits sales to a handful of units.

According to a car showroom owner in Ho Chi Minh City, the decline of mid-size sedans reflects a global trend, with SUVs and MPVs dominating. In Vietnam, infrastructure and family-oriented driving habits further accelerate this shift. Thus, it’s understandable that many automakers are reducing or discontinuing mid-size sedan production to focus on SUVs, CUVs, and electric vehicles.