Usage & Attitudes Study
Understanding consumer experience across sales and service touchpoints
Introduction & Methodology
Introduction
This study provides a comprehensive analysis of customer satisfaction in Vietnam’s automotive market, focusing on both sales and after-sales service experiences. The research covers key touchpoints in the customer journey to identify specific drivers of satisfaction and areas for improvement.
Objectives
- Assess overall satisfaction with vehicle purchase experience across all touchpoints
- Measure satisfaction with vehicle maintenance and repair services
- Identify pain points and expectations in the customer journey
- Evaluate loyalty drivers and barriers by brand and segment
- Compare brand performance across key metrics
- Understand the impact of emerging trends on customer experience
Fieldwork Details
- Sample size: 762 respondents.
- Demographics: M/F 22-65, owners of new vehicles within past 36 months.
- Geography: Hanoi, HCMC, Da Nang, Can Tho, Hai Phong.
- Methodology
- Quantitative F2F survey (n=762).
- In-depth interviews (n=11).
- Mystery shopping assessments (n=13 dealerships).
- Accompanied service visits (n=6).
- Fieldwork period: December 2024 – March 2025.
- Brands covered:
Market Context
New Passenger Vehicle Market Size (2020-2024)
Sources: Vietnam Automobile Manufacturers Association (VAMA), Vietnam Motor Show Association (VMSA), Ministry of Industry and Trade statistics, primary research with industry experts
Key Market Trends
- Vietnam’s passenger vehicle market valued at $12.8 billion in 2024.
- Approximately 369,500 new vehicles sold in 2024.
- 4.7% annual growth rate in 2024
- Continued post-pandemic market recovery.
- Shift from price sensitivity to value-based purchasing decisions.
- Increasing importance of digital touchpoints.
- Rising customer expectations for after-sales service.
- Emergence of EVs challenging traditional models.
Executive Summary
Overall Satisfaction Benchmarks
“How satisfied are you with your overall experience with [BRAND]?” (n=762)
Price-Performance Matrix
“How satisfied are you with your overall experience with [BRAND]?” (n=762)
“How would you rate the value you receive for the price paid for your vehicle?“ (n=762)
Performance (Customer Satisfaction)
Critical Performance Metrics
87%
Toyota’s Overall Satisfaction (Highest)
92%
Of Buyers Research Online
Before Visiting Dealerships
78%
Plan to Use Non-Authorized Service Post-Warranty
27%
Gap in Price Negotiation Satisfaction vs. Importance
20%
Gap in Price Transparency vs. Importance in Service
48%
Would Consider EV
for Next Purchase
Critical Performance Metrics
Customer Segment Analysis & Brand Alignment
Section 1: Sales Experience
Purchase Journey Stages: Satisfaction vs. Importance
“How satisfied were you with each stage of your vehicle purchase journey?” (n=762)
“How important is each stage in your overall vehicle purchase satisfaction?” (n=762)
Key Insights
- The largest gap between importance and satisfaction occurs in the Price Negotiation stage (27%), representing the greatest opportunity for improvement.
- Dealership Experience and Delivery & Follow-up showed the highest satisfaction levels, indicating industry standards.
“The most frustrating aspect was getting different information from different staff members. The online sales representative quoted one price, the showroom consultant another, and the final paperwork had yet another figure. This inconsistency eroded my trust in the dealer.” (Mazda CX-5 Owner, 38, Can Tho)
Key Purchase Drivers
“How important were the following factors in your vehicle purchase decision?” (n=762)
Segment Variation
- Tech Enthusiasts: Technology features (82%) and test drive experience (68%) rated much higher.
- Value Pragmatists: Price/ value (94%) and after-sales service reputation (72%) more important.
- Status Seekers: Lower emphasis on fuel efficiency (62%) compared to overall average.
- Practical Budgeters: Highest importance on financing options (74%) and warranty (88%).
Sales Experience Performance by Brand
“How would you rate [BRAND] on the following aspects of the sales experience?“ (n=varies by brand)
| Brand | Staff Knowledge | Negotiation Transparency | Facility Quality | Process Efficiency | Digital Integration |
|---|---|---|---|---|---|
| Toyota | 88% | 72% | 92% | 84% | 74% |
| Honda | 86% | 74% | 90% | 82% | 76% |
| Mitsubishi | 82% | 68% | 85% | 78% | 80% |
| Mazda | 84% | 70% | 88% | 80% | 78% |
| Ford | 80% | 66% | 83% | 74% | 72% |
| Hyundai | 78% | 64% | 82% | 76% | 76% |
| Kia | 76% | 70% | 80% | 72% | 70% |
| Suzuki | 74% | 72% | 76% | 74% | 68% |
| VinFast | 76% | 82% | 94% | 84% | 92% |
Key Brand Performance Insights
- VinFast leads in facility quality (94%) and digital integration (92%), benefiting from their newer facilities and digital-first approach.
- Toyota excels in staff knowledge (88%) and facility quality (92%), while Honda delivers the most balanced performance across all metrics.
- Ford and Hyundai show room for improvement in negotiation transparency despite their more premium product positioning.
Digital Touchpoint Usage in Purchase Journey
“Which of the following sources did you use when researching your vehicle purchase?” (n=762)
Research Journey Insight
- The digital-first research journey is now firmly established, with 92% of buyers conducting online research before visiting a dealership. Manufacturer websites play a critical role, but third-party sites and social media are increasingly influential in shaping consumer perceptions
“I spent almost two months researching online before I even stepped into a dealership. I had already narrowed down to three models based on reviews, specifications, and YouTube videos comparing features.” (Honda CR-V Owner, 37, Ho Chi Minh City)
Digital-to-Physical Customer Journey
78%
Customers who report digital research directly influenced their brand perception
65%
Use YouTube vehicle reviews as part of research process
74%
Access third-party automotive review sites
16%
Higher conversion for brands with integrated digital-to-showroom experiences
32%
Customers using online booking for dealer appointments
86%
Satisfaction rate for digital appointment scheduling vs. 72% for phone
Digital Experience Performance by Brand
“How would you rate [BRAND] on digital integration?” (n=varies by brand)
Note: Digital integration assessment includes website functionality, mobile app experience, online configuration tools, and digital-to-physical handoff process.
Section 2: Service Experience
Service Touchpoints: Satisfaction vs. Importance
“How satisfied are you with the following aspects of your service experience?” (n=762)
“How important are the following aspects in your overall service satisfaction?” (n=762)
Key Insights
- The largest gaps occur in Work Quality (16%) and Price Transparency (20%), representing critical areas for improvement. These two aspects are also rated as most important by customers, amplifying their impact on overall satisfaction
“Mitsubishi’s technicians always provide pictures of worn parts they’ve replaced. This transparency gives me confidence that the work was necessary and completed properly.” (Mitsubishi Xpander Owner, 42, Da Nang)
Service Experience Pain Points
“Which of the following issues, if any, have you experienced with your vehicle service?” (n=762)
Service Pain Point Analysis
- Cost-related concerns (72%) and time inefficiency (65%) dominate customer pain points.
- Notably, unnecessary upselling (46%) emerged as a significant trust barrier that impacts customer loyalty beyond the immediate service experience.
“The constant upselling during service visits is my biggest frustration with Kia. Every visit, regardless of the condition of my car, they recommend additional services that seem unnecessary. It makes me question their trustworthiness” (Kia Seltos Owner, 38, Hai Phong)
Service Appointment Methods & Satisfaction
“How do you typically schedule your service appointments, and how would you rate your satisfaction with each method?” (n=762)
Service Scheduling Insight
- While traditional phone scheduling remains the most common method (58%), digital approaches (online booking and mobile apps) deliver significantly higher satisfaction (86-88% vs. 72%). This highlights a clear opportunity for brands to shift customers toward digital scheduling methods.
“Toyota’s mobile app for booking service is extremely convenient. I can see available time slots, select the services I need, and even get reminders. It’s much better than calling and being put on hold.” (Toyota Corolla Cross Owner, 36, Hanoi)
Service Experience Performance by Brand
“How would you rate [BRAND] on the following aspects of the service experience?” (n=varies by brand)
| Brand | Technical Expertise | Price Transparency | Convenience | Digital Integration | Overall Service Value |
|---|---|---|---|---|---|
| Toyota | 90% | 81% | 84% | 76% | 88% |
| Honda | 86% | 79% | 82% | 78% | 84% |
| Mitsubishi | 84% | 75% | 76% | 70% | 80% |
| Mazda | 82% | 76% | 78% | 78% | 81% |
| Ford | 82% | 71% | 74% | 72% | 79% |
| Hyundai | 78% | 73% | 76% | 80% | 78% |
| Kia | 76% | 71% | 74% | 76% | 75% |
| Suzuki | 74% | 77% | 72% | 68% | 73% |
| VinFast | 70% | 68% | 75% | 92% | 64% |
Service Excellence Examples:
“Toyota’s service process is remarkably consistent. No matter which service center I visit, the experience and quality are the same. Their technicians are extremely well-trained and thorough.” (Toyota Fortuner Owner, 48, Hanoi)
“Mitsubishi’s service center has a viewing window where you can actually watch the technicians working on your vehicle. This transparency builds trust in the work being performed.” (Mitsubishi Xpander Owner, 42, Da Nang)
Use of Non-Authorized Service Centers
“Do you use or plan to use non-authorized service centers for your vehicle maintenance?”
(n=762)
“What are your primary reasons for using or considering non-authorized service centers?“
(n=594, those who use or plan to use)
Post-Warranty Service Behavior
A significant 78% of vehicle owners either already use (32%) or plan to use (46%) non-authorized service centers, primarily after warranty expiration. This represents a major challenge for authorized dealers in maintaining service revenue throughout the vehicle lifecycle.
“I use the authorized dealer for warranty services and major repairs, but for routine maintenance like oil changes, I go to my local garage. It’s half the price and they use the same quality parts.” (Honda City Owner, 44, Ho Chi Minh City)
Section 3: Other Findings
Brand Association Map
Key Insights
- Ford is perceived as more premium than Japanese brands, particularly with models like the Everest and Ranger that command price premiums yet maintain strong emotional appeal tied to adventure and capability.
- Hyundai has successfully repositioned upmarket over the past five years through innovation in design, technology, and quality, achieving premium perceptions that exceed traditional mainstream brands.
“Hyundai’s brand evolution in Vietnam shows a deliberate and largely successful shift toward premium positioning. Their newer models feature advanced technology, premium materials, and sophisticated design language that consumers now associate more with upper-market brands.” (Market Analysis Insight)
Customer Segmentation
Which of the following best describes your approach to vehicle ownership?” (n=762)
Emerging Trends & Future Outlook
Electric Vehicle (EV) Transition Attitudes
EV Transition Insight
- While interest in EVs is substantial (48% would consider for next purchase), significant barriers remain with charging infrastructure (72%) being the primary concern. This presents both a challenge and opportunity for dealers and manufacturers to address these concerns through education and charging solutions
“I’m interested in VinFast’s EVs because of the environmental benefits and potentially lower running costs, but I worry about the charging infrastructure outside major cities, especially for longer trips.” (Current Toyota Owner, 38, Hanoi)
Emerging Trends & Future Outlook
Interest in Alternative Service Models
Future Service Model Opportunities
- Expanded service hours (82%) and express service guarantees (76%) represent the highest-interest opportunities for dealers to differentiate their service offerings.
- Mobile service options (62%) also show strong potential, particularly among higher-income segments who value convenience over cost.
- By brand segment, Toyota and Honda customers showed highest interest in express service, VinFast customers were most interested in mobile service options, while Hyundai and Ford customers placed highest priority on extended service hours
Voice of Customers: Key Insights
Strategic Recommendations
Sales Experience Recommendations
- Enhance Digital-to-Physical Integration: Develop seamless transitions between online research and in-store experiences.
- Improve Price Transparency: Address the biggest pain point with clearer pricing structures.
- Optimize Test Drive Experiences: Extend test drive routes to include diverse driving conditions.
- Personalize by Segment: Develop tailored sales approaches for each customer segment.
Service Experience Recommendations
- Prioritize Convenience Innovations: Implement pickup/delivery options and mobile service capabilities.
- Develop Transparency Initiatives: Provide photo/video documentation of service work.
- Enhance Digital Service Integration: Create comprehensive digital service platforms.
- Build Long-term Service Relationships: Create tiered service loyalty programs
Strategic Recommendations
Brand-Specific Opportunities
