Automotive

In three years, the map has been redrawn. Electrification is the fastest structural shift in the region.

Southeast Asia’s automotive market is moving from a Japanese-led ICE base to a Chinese-led EV transition, with one dominant domestic champion. Incumbents must decide how to compete. We bring the consumer evidence on switching, segments and channels that ICE-era assumptions can no longer supply.

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Industries

Automotive

Where automotive is heading

Electrification has crossed from niche to mainstream, and the competitive set has been rewritten.

Chinese-origin carmakers have taken the majority of the regional EV market on price, range and speed. Penetration is now material and rising fast, a domestic champion is holding home turf, and the fastest growth sits in two-wheelers and fleets. Brands, dealers and financiers need consumer evidence on switching triggers, not ICE-era assumptions.

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The decisions on the agenda

Respond to Chinese OEM dominance

Counter Chinese brands that took ~55–63% of the regional EV market on price, range and speed to market.
Pick a lane in the EV value chain

Decide between local assembly, import, fleet/mobility channels and charging infrastructure as the entry model.
Ride policy-driven demand

Align to mandates and incentives (Thailand’s 30@30, Vietnam’s ICE bans, Indonesia’s local-production push) shaping where demand lands.
Win the two-wheeler and fleet transition

Capture electric two-wheeler and ride-hail/logistics fleet demand, the region’s fastest-growing EV segments.

Segment & channel

Buyer segments across passenger, two-wheeler and fleet.

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Market access

Entry evidence for assembly, import and mobility channels.

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Switching & adoption

EV consideration, switching triggers and barrier diagnosis.

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Brand & perception

Brand health and competitive tracking in a resetting market.

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Curious to see how we drive success in the automotive market? Contact our experts to learn more about the solutions that fit your goals.

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Leaders in automotive

Benchmarking automotive innovators

Our rankings highlight the brands leading Vietnam’s automotive sector, setting benchmarks for excellence in innovation, trust and customer experience.

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Decision Lab Automotive Rankings 2024

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Thue Quist Thomasen

CEO

Nguyen Thi Mai Tram

Director, Head of Insight Velocity Practice

Nguyen Hoang Son

Associate

30%

Specialising in market research, data analytics, and strategic consulting.

10+

Industries, including automotive, finance, retail, and digital commerce.

Our experts specialise in electrification and connected mobility, combining industry knowledge with advanced analytics to turn strategy into results.

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Automotive success in action

Stories of transformation

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Mobility · EV

Happiness Saigon leveraging omnibus service for rapid consumer insights

Learn how Happiness Saigon leveraged Decision Lab's omnibus service to develop its marketing strategy.

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Presenting GrabBike with clear opportunities for growth in Vietnam

Why apps need better understanding of their consumers and marketing impacts to grow in Vietnam. Agile and connected market research from Decision Lab.

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“I was impressed with the speed and ease of Decision Lab's omnibus service. Within just three days, we obtained high-quality consumer insights that helped us shape our marketing strategy. The efficient process and professional team made working with Decision Lab a breeze. Highly recommended for quick and reliable market research.”

Alan Cerutti

Co-founder & CEO

Happiness Saigon