The year 2025 marks a critical transition period for Vietnam’s automotive industry, as communication narratives move beyond product launches and sales performance to become increasingly shaped by policy developments, sustainability agendas, and brand repositioning strategies. As a result, the media landscape shows clear signs of polarization across segments—particularly within the luxury segment—where communication effectiveness is no longer defined by sheer volume of coverage.
As early as 2025, forward-looking policy discussions regarding regulations effective from 2026 emerged as a central communication axis for the automotive industry.
From January 1, 2026, several policy changes are expected to directly influence consumer behavior and brand strategies:
Hybrid Electric Vehicles (HEVs) will officially receive a 30% reduction in Special Consumption Tax, applicable to self-charging models with gasoline usage below 70%. This creates a strong communication advantage for brands with diversified HEV portfolios, positioning hybrids as a pragmatic transition solution between internal combustion engines and fully electric vehicles.
Pickup trucks will enter a phased Special Consumption Tax increase, with gasoline and diesel models taxed at 15%–25% depending on engine displacement. In contrast, electric pickup trucks will benefit from a preferential tax rate of only 2%. This policy shift is gradually redefining pickup truck communication—from performance and ruggedness toward long-term ownership cost and clean technology.
Vehicle registration fees in Hanoi and Ho Chi Minh City will be reduced from VND 20 million to VND 14 million per vehicle, becoming a widely cited incentive in cost-of-ownership analyses across media channels.
In Ho Chi Minh City, proposals requiring new ride-hailing drivers to use electric vehicles have generated substantial discussion, extending automotive coverage into technology, urban mobility, and digital economy media.
From July 1, 2026, Hanoi is expected to pilot a Low Emission Zone (LEZ) within Ring Road 1, potentially restricting or banning gasoline- and diesel-powered motorcycles. Even in 2025, this policy direction was already shaping media narratives, signaling that environmental considerations will increasingly dominate automotive communication in the years ahead.
According to data collected by CommSights from mainstream Vietnamese media, the luxury segment accounted for 20% of total automotive media coverage in 2025. Despite market fluctuations, luxury brands continue to maintain stable media attention, reinforcing their role as communication leaders within the industry.
However, deeper analysis reveals that media volume does not necessarily translate into communication effectiveness. Significant differences emerge when examining individual brand strategies.
Mercedes-Benz Vietnam (MBV) reaffirmed its leadership position with 17.7 thousand articles, generating a total media value of VND 87 billion, far surpassing competitors. This performance is driven by a strategy focused on:
A high proportion of feature articles centered on the brand
Predominantly positive sentiment
Consistent and stable brand messaging
Nevertheless, MBV also presents a noteworthy limitation: its Tier-1 media presence accounts for only 25% of total coverage—the lowest among luxury brands. While the brand achieves broad exposure, this suggests room for improvement in terms of influence depth and premium channel penetration, particularly as competition for high-end brand perception intensifies.
Porsche stands out as a strong example of high communication efficiency. Despite a volume of coverage comparable to Audi, Porsche’s media value nearly matches that of BMW, driven by:
A high ratio of feature-focused content
Strong positive sentiment
Solid visibility across top-tier media outlets
This “less but better” approach allows Porsche to preserve a premium, emotionally resonant brand image—an increasingly valuable advantage as audiences become more resistant to mass-market messaging.
From a sentiment perspective, Mercedes-Benz and Lexus are the only two brands surpassing the 40% positive coverage threshold, while most competitors remain around 30%. This gap reflects differing capabilities in brand reputation management and message control, especially as topics related to sustainability, technology, and regulation tend to generate polarized public opinion.
The 2025 automotive communication landscape highlights several strategic insights:
Policy-driven narratives are becoming central, requiring brands to respond quickly and strategically
The luxury segment continues to lead media visibility, but effectiveness depends on content quality and channel selection
Share of Voice does not equal communication effectiveness—volume must be supported by positive sentiment and high-impact media placement
Brands adopting selective, consistent content strategies are better positioned for long-term influence
As 2026 approaches with substantial regulatory and environmental shifts on the horizon, automotive communication will increasingly evolve from short-term campaign-driven execution into a long-term exercise in trust-building and sustainable brand positioning.
