However, according to many experts, the ability to expand the American car market in Vietnam still faces many barriers, both from consumer tastes and infrastructure conditions.
Currently, Ford is the only popular American brand still operating officially in Vietnam. In its product portfolio, Ford Explorer is the only model imported directly from the US, alongside other models such as Territory, Everest and Ranger that are manufactured in Thailand or assembled domestically.
The Ford Explorer is currently distributed in Vietnam with a 2.3L Limited version, with a listed price of VND2.099 billion. If the import tax on cars from the US is reduced to 0%, the retail price of this SUV model could change significantly.
According to hypothetical calculations, the selling price of Ford Explorer could drop to near the price of its competitor Hyundai Palisade (1.469 - 1.589 billion VND) and significantly lower than Volkswagen Teramont X (1.998 - 2.168 billion VND).
However, these are just theoretical numbers, depending on many factors such as exchange rates, shipping costs, and carrier and dealer policies.
When tariff barriers are removed, Vietnamese consumers may have the opportunity to access more typical Ford models from the US such as: Bronco, F-150, Expedition, Lincoln Navigator and especially Ford Mustang.
However, bringing American car models to the Vietnamese market does not only depend on tax policies. There are still many significant barriers in terms of technical factors and practical use. First of all, car models such as the Ford Bronco, F-150 or Expedition are all large in size and have a rugged design, which is not really suitable for the narrow road system and heavy traffic conditions in big cities in Vietnam.
In addition, operating costs are a notable issue. Traditional American cars often use large-capacity engines, consuming significantly more fuel than models from Japan or Korea - which are known for their fuel economy and efficiency. This is a factor that can make ordinary consumers hesitant.
In addition, the level of suitability in operating conditions is also a minus point. High-performance models such as the Ford Mustang need a sufficiently clear traffic system, long, flat roads to be able to exploit their full power. Meanwhile, the traffic infrastructure in Vietnam currently does not really meet this requirement, limiting the ability to promote the vehicle's efficiency.
Therefore, despite the potential, the possibility of Ford promoting the import of a series of pure American cars is still unclear. In case of implementation, it is likely that the company will only import a limited number to serve the group of customers who are passionate about collecting or using cars in a unique personal style.
Although the possibility of expansion is still cautious, the exemption of import tax on cars from the US, if implemented, will certainly create a positive effect for domestic consumers. They will have more choices, car prices can be more accessible, and at the same time create competitive pressure on other car manufacturers in the same segment of SUVs or high-end off-road vehicles.
Currently, the Ford Explorer, despite being an American-imported car, only achieved modest sales of 130 vehicles after the first 5 months of 2025, or an average of about 26 vehicles/month. Meanwhile, strategic vehicle lines such as the Ford Ranger and Ford Territory have outstanding sales, reaching 5,173 and 4,521 vehicles, respectively. The Ford Everest - a D-size SUV imported from Thailand is also leading the segment with 4,012 vehicles.
Clearly, the Vietnamese market still focuses on practical, durable and reasonably priced vehicles. Imported US vehicles, despite their brand and differentiation, still need to overcome cost and consumer habits barriers to expand their market share.
Ford Explorer could be the “biggest beneficiary” if the US auto tax exemption policy is passed. However, for US models to really explode in Vietnam, Ford will need to carefully consider market potential and operational reality. The presence of models such as Bronco, F-150 or Mustang may be more symbolic than mass commercial.
Source: https://khoahocdoisong.vn/ford-explorer-nhap-my-co-duoc-huong-loi-thue-tai-viet-nam-post1553155.html
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