Where Do the Honda Accord and Kia K5 Stand in Vietnam’s D-Segment Sedan Market?

D-Class Sedans Losing Appeal Among Buyers

Imported and locally assembled D-class sedans are facing a tough time in Vietnam’s automotive market. The consistent sales decline of Japanese and Korean models like the Honda Accord and Kia K5 paints a bleak picture for the future of traditional D-class sedans.

The Honda Accord sold only 3 units, maintaining its low sales figures and even dropping by 2 units compared to September, with no signs of recovery. From January to October 2025, a mere 32 Accords were delivered to customers. Notably, in May 2025, not a single unit was sold.

This rock-bottom sales performance no longer surprises market observers, as the Accord has consistently ranked among the slowest-selling models for months. Globally, the Honda Accord has received a mid-cycle facelift, but the automaker has yet to introduce this updated version in Vietnam. This delay may partly stem from Vietnamese consumers’ waning interest in the model.

Even the Kia K5, a youthful model with a bold design and advanced features, hasn’t escaped the downward spiral. The Korean sedan sold only 23 units in October, a slight increase of 4 units from September. However, compared to similarly priced SUVs, the K5 remains at a disadvantage.

Overall, the entire D-class sedan segment faces significant shrinkage, as these once-popular models struggle to regain their appeal.

Electric Vehicles and Chinese Imports: Challenges for Japanese and Korean Sedans

The steep decline of the Honda Accord and Kia K5 isn’t solely due to their inherent weaknesses but also results from broader shifts in Vietnam’s automotive market.

Three key factors are reshaping consumer preferences and challenging traditional sedans:

First, the surge in high-clearance vehicles, particularly SUVs and CUVs in the C and D segments. Vietnamese buyers increasingly favor vehicles with higher ground clearance, offering better urban mobility during floods or on uneven roads.

Models like the Mazda CX-5, Ford Territory, Hyundai Tucson, and Kia Sportage provide superior practicality with spacious interiors and excellent visibility, all at competitive prices. For similar or lower investments, consumers can enjoy features on par with sedans.

Second, electric vehicles, led by VinFast, are transforming consumer perceptions and habits. VinFast’s electric lineup, ranging from compact models like the VF3, VF5, and VF6 to larger SUVs such as the VF7, VF8, and VF9, integrates smart technologies and offers low operating costs.

The allure of cutting-edge technology and flexible sales policies has drawn many buyers away from traditional gasoline sedans, even those seeking premium options.

Lastly, Chinese brands like BYD, MG, Omoda, and Jaecoo are making a strong entry into Vietnam’s market. While focusing on SUVs and electric vehicles, these brands offer feature-rich, affordably priced models, intensifying competition and forcing traditional automakers to reconsider their pricing strategies.

In summary, D-class sedans are caught between the practicality of SUVs, the innovation of electric vehicles, and the pricing pressure from new entrants, leaving their glory days behind.