Discover how Audi, Mercedes‑Benz, Volvo and newcomers Zeekr and Lotus are set to rev up Vietnam’s luxury car market in 2026. Read more now!
As Vietnam’s automotive sector closes its first month of 2026, a wave of activity is reshaping the luxury‑car landscape. Leading European marques and two fresh entrants are positioning themselves for a fierce sales battle on the country’s fast‑growing market.
Audi Launches Its First Progressive Showroom in Ho Chi Minh City
In mid‑January, Audi opened a flagship showroom in the Saigon district, marking the brand’s debut of the global ‘Audi Progressive Showroom’ concept in southern Vietnam. The new space showcases a more digital‑first, electrified experience, reflecting Audi’s shift after a recent change in its local importer.
Alongside the showroom, Audi announced Joost van Houwelingen as the next country Managing Director, succeeding Ferry Enders. The brand also teased an ambitious 2026 lineup: next‑generation Q5 and Q5 Sportback SUVs, the compact Q3 and Q3 Sportback, the all‑electric Q6 Sportback e‑tron, and the high‑performance A6 Sportback e‑tron and S6 Sportback e‑tron.
Mercedes‑Benz Faces Potential Ownership Change
Rumors are swirling that Tasco Auto could acquire a 70 % stake in Mercedes‑Benz Vietnam (MBV). If the deal materialises, the German luxury giant would join Tasco’s existing portfolio, which already includes Volvo, Geely, Lynk & Co and, soon, Lotus and Zeekr.
MBV recently secured a contract extension for its Ho Chi Minh City assembly plant until 2030. However, the EU‑Vietnam Free Trade Agreement will reduce European car import duties to 0 % by that year, prompting Mercedes‑Benz to shift from partial CKD assembly to fully imported models. The expected price drop for flagship models such as the S‑Class and AMG G 63 could boost demand and intensify competition.
Volvo Accelerates Its Electrification Drive
Volvo’s latest S90 sedan is now offered exclusively as a plug‑in hybrid (PHEV) starting at VND 2.75 billion, after dropping the mild‑hybrid option. The refreshed XC60 arrived in two versions – a mild‑hybrid at VND 2.299 billion and a PHEV at VND 2.75 billion.
These moves underline Volvo’s commitment to a fully electrified portfolio. Following the launch of the EC40 last year, the Swedish brand is expected to introduce the large‑size EX90 SUV in the near future, expanding its pure‑electric offering.
Porsche’s EV Line‑Up Holds Strong
Porsche’s Macan EV, introduced to Vietnamese buyers in December 2024, quickly became one of the brand’s top sellers. The compact SUV is available in four trims ranging from VND 3.348 billion to VND 5.86 billion, complementing the already‑available Taycan electric sedan.
New Players: Zeekr and Lotus Enter the Vietnamese Scene
Geely‑owned Zeekr, positioned as a premium offshoot of Lynk & Co, arrives with the 7X crossover and the 009 luxury MPV. The duo targets family buyers and high‑end customers seeking spacious, tech‑savvy mobility.
Lotus, the British‑origin sports‑car specialist, makes an ambitious debut with three models: the Emira (2.0 L turbo), the fully electric Eletre, and the high‑performance Emeya. While Lotus aims to challenge Porsche’s dominance in the sports‑car niche, its limited production volume makes it more of a brand‑building asset for Tasco and Geely than a mass‑market contender.
Market Outlook
Analysts expect BMW to overtake Mercedes‑Benz in total luxury‑car sales by the end of 2025, intensifying the rivalry among European marques. With multiple brands expanding electric options and Tasco consolidating several premium names, 2026 promises a dynamic and increasingly electrified luxury‑car market in Vietnam.
Consumers can look forward to a broader selection of premium EVs, competitive pricing thanks to tariff reductions, and a more immersive dealership experience across the country.