In May, Motor Image Vietnam Co., Ltd. (MIV), the importer and distributor of Subaru in Vietnam, announced a strategic business model shift from 2025, ceasing imports from Thailand and focusing solely on Japanese-sourced models.
Currently, the only Subaru model sold in Vietnam that is imported from Thailand is the Forester. The Outback, WRX, and BRZ are all sourced from Japan. With the shift to Japanese-sourced Foresters from 2025, all Subaru models sold in Vietnam will share a common origin.
The Vietnam-bound Forester will be sourced from Japan starting in 2025.
For now, Subaru Vietnam continues to sell the Thailand-assembled Forester until the arrival of the new sixth-generation model. Thus, prospective buyers are faced with a choice: purchase the current model at attractive prices or wait for the new generation, which will likely come at a higher price tag.
Present: Buying the Thai-Imported Forester
The biggest advantage of buying the Forester now is the pricing. The automotive market is in a slump, and the economy is still recovering from the COVID-19 pandemic. The current-generation Forester, being imported from Thailand, benefits from a 0% import tax rate. To boost sales, the distributor and dealerships are offering various promotions and discounts.
The Forester’s pricing is now on par with C-segment SUVs from Japan and Korea.
Specifically, the Forester is offered with a 100% discount on registration fees, equivalent to a cash discount of VND 50-140 million. The prices of the three Forester variants—2.0i-L, 2.0i-L EyeSight, and 2.0i-S EyeSight—have been reduced to a range of VND 919 million to VND 1.059 billion. These prices are not significantly higher than those of C-segment SUVs like the CX-5, Tucson, or Sportage.
Mr. Nguyen Duong, a resident of Ho Chi Minh City, recently purchased the 2.0i-L variant in June. Despite knowing that the new-generation Forester would be imported from Japan, he chose not to wait.
Mr. Nguyen Duong with his newly purchased Subaru Forester.
“I tend to not wait when it comes to buying a car because it’s based on my needs. I’m not sure if the price of the Forester will increase or decrease, but I need a car now. Besides, I’ve had my eye on the Forester for a while, and the Thai-assembled model is quite reliable, with no major complaints from owners,” said Mr. Duong.
Subaru Vietnam assures that the Thai-imported Forester will receive the same after-sales service as the Japanese-sourced models, including maintenance, repairs, and parts supply.
Future: Buying the Japanese-Imported Forester
With the shift to Japanese-sourced models, the Forester will no longer benefit from the 0% import tax rate, facing rates of 50-70% instead. As a result, a price increase for the new-generation Forester in Vietnam is almost certain.
However, there are advantages to this change. Firstly, the vehicles will be produced to higher standards and quality at the Japanese factory. Secondly, the time lag for new model launches will be reduced. In their May announcement, Subaru stated that new models would arrive in Vietnam only 3-4 months after their Japanese debut.
The sixth-generation Subaru Forester set to enter the Vietnamese market.
In the past, Subaru Vietnam had a track record of delayed product launches compared to international markets. The current-generation Forester was introduced in late 2023, but it took almost ten months to reach Vietnam. In comparison, Toyota’s Corolla Cross 2024 arrived in Vietnam just three months after its global launch, while the Yaris Cross and Alphard took four and five months, respectively.
Not only will the new Forester be sourced from Japan, but Subaru Vietnam has also hinted at expanding its model lineup. They have teased the arrival of the Crosstrek, a B-segment SUV that rivals the Toyota Corolla Cross and Mazda CX-30.
The upcoming Subaru Crosstrek will compete in the B-segment SUV category.
The new-generation Forester has undergone a complete transformation inside and out. The design is more modern, and the interior shares similarities with the Outback currently sold in Vietnam.
The new Forester’s interior borrows design cues from the Outback.
While the engine remains unchanged, the chassis has been refined for a 10% increase in rigidity. The electric power steering system is borrowed from the WRX sports sedan.
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