VinFast's Customer-Centric Model as a Sustainable Growth Engine in the EV Sector

The global electric vehicle (EV) market is poised for explosive growth, projected to reach $1.47 trillion by 2034. Amid this expansion, VinFast, the automotive arm of Vietnam's Vingroup, stands out not merely for its aggressive production targets but for its deeply ingrained customer-centric philosophy-a legacy inherited from its parent company. Vingroup's decades-long commitment to customer-first innovation, honed across sectors like real estate and retail, has become a blueprint for VinFast's strategies in the EV sector. This approach, combining robust after-sales support, tailored product design, and ecosystem-driven convenience, positions VinFast to outperform peers in a market increasingly defined by customer loyalty and long-term value.

Vingroup's Legacy: From Retail to EVs

Vingroup's customer-centric ethos dates back to the 1990s, when founder Phạm Nhật Vượng introduced instant noodles to Ukraine by directly engaging with local consumers. This philosophy later shaped Vinpearl resorts, where Vingroup studied family and tourist preferences in Thailand and Singapore before designing Vietnam-specific offerings. Such practices-prioritizing customer feedback and ecosystem integration-now underpin VinFast's EV strategies. For instance, VinFast's 10-year, unlimited-mileage battery warranty and 24/7 roadside assistance mirror the after-sales reliability that built trust in Vinpearl's hospitality brand. By replicating this model in automotive services, VinFast addresses key consumer pain points like range anxiety and maintenance costs, fostering loyalty in a competitive market.

Strategic Execution: Product Innovation and Market Expansion

VinFast's recent performance underscores the effectiveness of this approach. In Q2 2025, the company delivered 35,837 EVs globally, a 172% year-over-year increase. The VF 3 and VF 5 models, which account for 61% of total deliveries, cater to budget-conscious buyers, while the VF 9-a 7-passenger SUV launched in the U.S. in November 2024-targets premium segments with features like a 15.6-inch touchscreen and advanced driver-assistance systems. A limited-time lease promotion for the VF 9, offering $529/month with a $3,500 discount, further lowers entry barriers. These strategies reflect Vingroup's historical knack for blending affordability with premium appeal, a tactic that propelled Vinhomes and Vincom Retail to dominance in Vietnam's real estate and retail sectors.

VinFast's infrastructure investments also align with its customer-centric DNA. The inauguration of its Ha Tinh plant, capable of producing 200,000 vehicles annually, ensures scalable production to meet surging demand. Meanwhile, a hybrid distribution model-shifting from direct-to-consumer to dealer-led in North America and India-leverages local networks to enhance brand visibility. This mirrors Vingroup's expansion playbook in retail, where partnerships with local dealers accelerated Vincom's dominance in Vietnamese shopping malls.

Financial Resilience and Long-Term Vision

VinFast's customer-first approach extends beyond vehicles. In Vietnam, the company's 100,000 EV sales in nine months were driven by flexible financing options. Globally, it offers a 10-year or 200,000-kilometer warranty in Canada, directly addressing concerns about battery longevity. Such policies, while costly upfront, build long-term trust and reduce churn-a strategy Vingroup perfected in real estate, where long-term leases and maintenance guarantees became competitive advantages.

Financially, VinFast's focus on profitability is evident. The shift to dealer-led models in key markets aims to capitalize on economies of scale, while its e-scooter and e-bike business-up 55% quarter-over-quarter in 2025-diversifies revenue streams. These moves align with Vingroup's broader diversification strategy, which has historically balanced high-growth ventures (e.g., VinFast) with stable cash flows from real estate and retail.

Market Positioning and Future Outlook

VinFast's strategies are paying off. With 114,484 e-scooters and e-bikes delivered in H1 2025 alone, the company is capturing both mass-market and niche segments. Its expansion into the Middle East, India, and the Philippines mirrors Vingroup's 2010–2020 playbook of entering emerging markets with tailored offerings. By 2030, Vietnam aims for 10% of vehicles on the road to be electric, a target VinFast is well-positioned to lead.

Conclusion

VinFast's success in the EV sector is not accidental but a natural extension of Vingroup's customer-centric legacy. By embedding practices like after-sales reliability, tailored product design, and ecosystem integration into its DNA, VinFast addresses both immediate consumer needs and long-term sustainability goals. As the EV market matures, companies that prioritize customer experience-rather than just engineering-will dominate. VinFast, with its proven ability to scale trust and convenience, is poised to be one of them.