Personalized Services: The New ‘Privilege’ in Vietnam’s Luxury Car Race

In recent years, the luxury car market in Vietnam has witnessed a significant shift in after-sales services. Previously, the service workshop experience revolved around familiar reception steps, involving multiple departments in a single process. Today, personalization is becoming the new standard, reflecting the heightened expectations of luxury car owners, especially amidst fierce competition among brands.

While personalized after-sales service is not a new concept globally, it marks a notable advancement in Vietnam. The essence of this model lies in streamlining touchpoints and ensuring consistency throughout the vehicle care process. Instead of interacting with multiple departments, customers engage with a single technician who handles everything from scheduling, vehicle reception, consultation, to post-service handover. This technician also maintains a detailed record of the vehicle’s history and the owner’s usage habits.

For customers, this model brings three key improvements. First, it ensures clear communication, eliminating the need to repeat requests across different stages. Second, it provides consistent diagnosis and problem-solving, as the technician develops a deep understanding of the vehicle over time. Third, it reduces reliance on intermediate steps that often cause delays. These benefits are particularly valuable for busy customers who prioritize efficiency and control.

Several luxury car brands in Vietnam have begun adopting this approach. Processes are being simplified, waiting areas are designed to allow customers to observe the technical area, and technology platforms are being integrated to track service progress in real-time. This shift is not a trend but a response to the need to align with international standards, where personalized service models are already widespread.

Recently, this trend has gained momentum across various brands. Notably, on November 4th, Volvo Car Hanoi became the first Volvo dealership in Vietnam to achieve the Volvo Personal Service (VPS) certification, a global standard for personalized service. According to the certification ceremony, the evaluation process requires synchronization across infrastructure, operational systems, and technician skill training. This recognition highlights Vietnam’s progress in meeting international luxury car service standards.

The rise of personalization in Vietnam also reflects changing consumer behavior. Luxury car owners now focus not only on the product but also on the experience throughout the vehicle’s lifecycle. They expect service providers to understand their vehicle’s history, anticipate issues, and proactively recommend solutions. This fosters a long-term connection between customers and brands, transforming each workshop visit into a continuous interaction rather than a standalone process.

Experts predict this trend will continue to grow as luxury car brands in Vietnam upgrade their services to meet global standards and retain customers. Beyond dedicated technicians, service workshops are exploring the use of big data to monitor vehicle conditions, predict maintenance needs, and suggest optimal appointment times. This shift moves service from reactive to proactive, driven by data insights.

The emergence of personalized service models, implemented and recognized to international standards, signals a new phase of development in Vietnam’s luxury car market. This is not just an effort to enhance services but a natural response to increasingly specific customer demands. By centering the experience around individual needs, after-sales service evolves from a technical process to a key factor in building long-term brand-customer relationships.