Before the Vietnamese car market closed the first half of 2026, many previously slow-selling models quickly improved their sales figures, experiencing a significant surge in demand. Some models that had zero sales in several Q1/2026 reports saw a strong rebound in recent months.
Price reductions to save sales.
The Ford Mustang Mach-E is the brand's first all-electric car in the Vietnamese market. At the time of its launch in August 2025, this electric SUV was priced at nearly 2.6 billion VND .
The high price is believed to be the reason why the all-electric SUV model has not been very popular with Vietnamese customers. Between September and December 2025, Ford only sold 22 Mustang Mach-E vehicles to Vietnamese customers.
Entering the first quarter of this year, the Ford Mustang Mach-E continues to struggle to sell in Vietnam, with only one vehicle successfully delivered in February. However, the price reduction of 900 million VND implemented in April has proven effective.
Ford Mustang Mach-E sees improved sales after price reduction. Photo: Phuc Hau.
In the very month that the new pricing came into effect, the Ford Mustang Mach-E recorded sales of 49 units. The all-electric SUV continued to record deliveries of 14 units in the May report – not particularly impressive, but a significant improvement compared to the first quarter of the year.
The Suzuki Swift also saw strong sales growth in the second quarter. Prior to that, Swift sales had declined continuously in the first three months of the year, but experienced significant growth in the most recent report. In May, Suzuki Swift sold 63 units to Vietnamese customers, setting a sales record for this point in 2026.
The Toyota Corolla Cross also showed significant sales growth compared to the first quarter. The B+ segment SUV peaked in March with 951 units sold, but the average sales for the first three months of the year were only 485 units. In contrast, the average sales of the Corolla Cross in the second quarter reached nearly 739 units, representing a growth of over 52%.
The Toyota Hilux made its mark by overtaking the Ford Ranger in February. Although it couldn't maintain its leading position, the Toyota Hilux still managed to sell an average of over 660 units per month over the last three reporting periods. This is a remarkable achievement, considering the average sales of only 292 units per month that this pickup truck recorded throughout 2025.
The new generation Toyota Hilux is selling better than its predecessor. Photo: Phuc Hau.
The Toyota Wigo presents a somewhat more interesting case. This A-segment hatchback, imported from Indonesia, only sold 3 units in May, but this is still considered a positive sign. The return of sales suggests that the supply chain disruption for the Wigo has been partially resolved. Previously, the Toyota Wigo had zero sales in April because vehicles could not be transported to dealerships for delivery to customers.
Using the average sales figures of the first quarters of the year as a benchmark, models including the Toyota Veloz Cross, Kia Sorento, Mazda2, Toyota Avanza Premio, Mazda CX-3, and even the Toyota Land Cruiser Prado all recorded improvements in sales.
Cost remains an important factor.
As mentioned above, the company's drastic price reduction of nearly one billion VND for the Ford Mustang Mach-E has created a positive shift in sales for the all-electric SUV.
From selling only one car in the first three months of the year, the average sales of the Mustang Mach-E in the first two months of Q2 2026 reached 31.5 cars per month, which is higher than the sales that this electric SUV accumulated in the last four months of 2025.
Toyota's locally assembled vehicles in Vietnam, such as the Veloz Cross and Avanza Premio, also saw improved sales compared to the first quarter of the year. These vehicles are frequently offered with a 100% registration fee waiver and comprehensive insurance package, with a total promotional value equivalent to 65-75 million VND.
Toyota is continuously offering discounts of tens of millions of VND on its two affordable MPV models, the Veloz Cross and the Avanza Premio. Photo: TMV.
Toyota Hilux's improved sales are mainly due to the introduction of a new generation, upgraded exterior design, the use of a 2.8L diesel engine as standard, and a price that doesn't differ significantly from its predecessor.
As mentioned above, the Toyota Wigo has started recording sales again after the supply issues were resolved.
For its part, Toyota Corolla Cross sales are likely to be positively impacted by the reduction in Special Consumption Tax for hybrid vehicles, as this B+ segment SUV is one of the rare cases where the hybrid version sells better than the pure gasoline version. Compared to last year, the current price of 865 million VND for the Toyota Corolla Cross 1.8HEV has also decreased by 40 million VND.
The Toyota Corolla Cross HEV version is selling better than the gasoline-only version. Photo: TMV.
Overall, the cost of owning a car remains a significant factor, playing a considerable role in determining the sales of a model in the Vietnamese market.
Competition among car manufacturers is creating many valuable promotional programs. This benefits customers first and foremost, and can also help manufacturers improve sales of models that previously performed poorly at certain times.