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Digital Commerce

Who wins Vietnam’s next online buyer?

New powertrains and fast-moving local entrants are redrawing the market. We track brand health and purchase journeys continuously — so you can act while it still matters.

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Trending

EV & Green Mobility Boom – Rapid growth in electric vehicles, led by VinFast and government incentives.

Smart & Connected Cars – Connectivity and automation are reshaping what drivers expect from a vehicle.

Shifting Purchase Journeys – Buyers research online first, compressing the path from consideration to showroom.

Industries
Automotive
Navigating the road ahead

Redefining mobility in Vietnam

Vietnam’s automotive market is evolving with urbanisation, rising incomes, and technology adoption. Demand for smarter, greener vehicles is driving innovation — and brands must navigate these shifts to stay ahead.

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How can we help

  • The rise of electric vehicles

    EV adoption is accelerating, offering opportunities for brands to lead in sustainable mobility.

  • Smart and connected technologies

    Innovations in connectivity and automation are transforming the driving experience.

  • Navigating regulatory landscapes

    Adapting to evolving policies and standards to ensure long-term success in a competitive market.

Accelerating automotive innovation

Driving growth with tailored solutions

Explore growth opportunities

Customer journey mapping

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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Vietnam automotive brand excellence

Ranked by brand popularity in Vietnam · August 2024

01 Vinfast ▲ 75.3%
02 Mercedes Benz ▼ 30.5%
03 Lexus — 25.8%
04 BMW ▲ 25.5%
05 Porsche ▲ 25.3%
Expertise that drives success

Meet our automotive strategists

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

Trusted by automotive pioneers

Partnering with leaders in mobility

“We are very pleased to partner in this project with Decision Lab, a leading market research and data analytics company. Decision Lab has provided valuable insights and data on the audio advertising landscape in Vietnam and helped us create a compelling thought leadership report showcasing the benefits and best practices of Spotify Ads.”

Mr Nguyen Ha Duc Minh

Founder & Senior Advisor, Lava Digital Group

From Decision Lab

Press releases

Research, rankings and commentary on Vietnam’s automotive sector.

New MRC class 2026
Decision Lab

Welcome Decision Lab's new class of the Market Research Consultant Programme 2026
The State of AI in Marketing 2026 across SEA
Decision Lab

State of AI in Marketing 2026: Organisational capability becomes the competitive edge
Decision Lab

Decision Lab partners with Alchemer to strengthen Customer Experience (CX) solutions in Vietnam
Decision Lab

Decision Lab Best F&B Rankings 2026: Vietnam’s F&B brand landscape shows a widening gap between leaders and the rest
Decision Lab

The rise of independent travel in Vietnam is changing how destinations, airlines, and tour brands compete
Decision Lab

Novo Nordisk and Decision Lab release a landmark report calling for obesity to be reframed as a chronic disease in Vietnam
Digital Marketing

Vietnam’s digital dynamics: Experience-led competition takes shape
Latest reports
Education

Vietnam’s remarkable rebound amidst global uncertainties

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Report

Vietnam automotive brand rankings 2024

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Report

The Connected Consumer Q4 2024

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Ready to decide with evidence?

Tell us the question you are trying to answer. We will show you the shortest route to a defensible answer — and what it costs.

Talk to our automotive team Download the ranking