Decision Lab Automotive Rankings 2024
Decision Lab Automotive Rankings 2024 ranks Vietnam's top car brands using the YouGov BrandIndex Index score - the average of six brand-health dimensions: Impression, Quality, Value, Reputation, Satisfaction and Recommendation. It gives automotive brands an evidence-based read on brand health as car spending softens, so they can adapt to shifting consumer preferences. The ranking is written for automotive marketing and brand leaders responsible for defending share in a cooling market.
Key highlight points:
- Car spending is falling - brand health matters more. Car spending among Vietnamese consumers dropped 18% year on year, raising the stakes on how each brand is perceived.
- Toyota holds the top spot. Toyota leads with an Index score of 19.5, narrowly ahead of Mercedes-Benz (19.1) and Honda (19.0) in a tightly packed top four.
- VinFast is the standout local brand. VinFast is the only Vietnamese marque in the top five (17.4, up 1.5) and ranks first in the North, ahead of every global brand there.
- The market splits by region. Rankings differ sharply across regions - VinFast leads the North, Honda the Central, and Mercedes-Benz the South - so a national position hides very different local battles.