Automakers Race to Launch Exclusive Brands

The Vietnam Motor Show faced a noticeable absence of familiar car brands and luxury automakers last year, attributed to various reasons. This year, the annual event has been temporarily suspended as many brands are unprepared to participate and lack new products to showcase.

Elevating the Experience

Since 2023, Audi has opted out of the Vietnam Motor Show, seeking a unique approach to engage customers that aligns with its brand positioning. Ferry Enders, CEO of Audi Vietnam, candidly stated that the luxury brand only participates in “events of commensurate prestige.” Meanwhile, representatives from other brands like Ford and Volkswagen avoided directly addressing their reasons for withdrawal.

Many automakers are now bypassing the Vietnam Motor Show to host their own promotional events. In August, Ford Vietnam organized an exhibition in Hanoi to launch two new models. The event drew a large crowd by showcasing not only the new products but also the entire range of Ford vehicles, including pickup trucks, SUVs, and commercial vehicles.

Ruchik Shah, CEO of Ford Vietnam, explained that the Vietnamese market is crucial, prompting the company to regularly host experiential events across various regions while upgrading its product lineup. He also mentioned that Ford is diversifying its portfolio, including new energy vehicles, to meet the growing demand for sustainable consumption.

In July 2025, Mercedes-Benz hosted the “Mercedes-Benz LiveRare Masterpiece Space” in Ho Chi Minh City. The event showcased premium SUVs like the GLS 450 4Matic Facelift and Maybach GLS 600, alongside a fashion show featuring designer Cuong Dam’s collection. In late 2024, the brand made waves with “The Avantgarde” event in Hanoi, presenting its entire product lineup with a new design philosophy. Most recently, in October 2025, Mercedes-Benz launched the new E-Class sedan in Hanoi, also displaying collectible vintage models.

Notably, Mercedes-Benz is upgrading its dealership network to global standards, embracing a modern, digital, and personalized service model.

Gerd Bitterlich, CEO of Mercedes-Benz Vietnam, stated that hosting private exhibitions goes beyond product launches; it’s about crafting “a meticulously designed space that blends Vietnamese creativity with the luxury of the automotive world.” “This is an opportunity for Mercedes to deepen its commitment to elevating the luxury car experience in Vietnam,” he emphasized.

Suzuki Vietnam, with a smaller market share, recently hosted its own exhibition in Ho Chi Minh City to unveil the all-new Fronx model, rather than participating in a joint event. Kotaki Kenji, CEO of Suzuki Vietnam, believes that private exhibitions allow customers to test drive and gain a deeper understanding of the product.

Will the Vietnam Motor Show Return?

Organizers of the Vietnam Motor Show revealed that the upcoming event will undergo a “comprehensive overhaul” in both organization and display technology. Future exhibitions will incorporate advanced interactive technologies, create multi-dimensional experiential spaces, and expand the scale and number of participating brands. Beyond cars and motorcycles, the next Vietnam Motor Show is expected to feature green technology, smart mobility solutions, charging infrastructure, financial services, and supporting industries.

Market expert Pham Chinh noted that the withdrawal of car brands from the Vietnam Motor Show was predictable. The event’s unattractive format failed to draw audiences despite high costs. “To regain appeal, the exhibition must be developed into a true brand with a solid communication strategy, stable scale, and become a staple event like Thailand’s Bangkok International Motor Show or China’s Beijing Auto Show,” Chinh suggested.

Dr. Tran Anh Tung, Head of Business Administration at the University of Economics and Finance in Ho Chi Minh City, observed that Vietnam’s auto market lacks long-term communication vision and is hesitant to invest in branding during a period of weak consumption.

According to Tung, in countries like Thailand and China, auto shows are not just commercial events but also policy tools to stimulate demand, connect supply chains, and attract industrial investment. In contrast, Vietnam’s exhibitions remain spontaneous, lacking industry coordination, and missing opportunities for promotion and industrial connectivity. “State involvement and a long-term strategy are essential for the Vietnam Motor Show to become a national brand,” Tung proposed.