VinFast launches first California dealership to boost EV franchise expansion in US

Markets735 words4 min read3 days ago

Vietnamese automaker VinFast opens its first authorised dealership in San Diego, marking a strategic shift to a franchise model designed to overcome earlier US market challenges and drive growth in the competitive electric vehicle sector.

VinFast Auto Ltd. has really taken a big step forward in their efforts to expand in the U.S., especially with the opening of their very first authorized dealership in California. It’s situated in San Diego and is operated by the Sunroad Automotive Group. This isn’t just a small move; it’s a pretty crucial milestone for VinFast as they shift into a full franchise dealership model. The idea? To make their operations smoother and to get the most out of their business efforts, not just in California but across all 50 states. The dealership in San Diego is gearing up to start working soon, and it will give customers the chance to check out VinFast’s flagship electric SUVs—the VF 8, which is mid-sized, and the bigger VF 9 with three rows. Plus, they’ll be offering full after-sales support like warranties, maintenance, repairs, and genuine parts.

Now, the switch to a dealer-based sales approach isn’t just a whim—it's a strategic move in response to some of the hurdles VinFast has run into in the U.S. market. At first, they tried a direct-from-company sales approach, kind of like Tesla’s, but that didn’t quite go as planned. They faced issues like dropping demand, fierce competition, and some uncertainties around tariffs imposed by the U.S. government. Backed by Vietnam’s biggest conglomerate, Vingroup, VinFast is basically recalibrating its U.S. operations—by opening dealerships like the one in San Diego and also looking into more franchise opportunities in California, which is actually one of the fastest-growing EV markets. It makes sense considering California’s push for green vehicles and its consumer appetite for cleaner transportation options.

Pricing for the VF 8 starts around $39,900 for the Eco model, and $44,900 gets you the Plus version. Leasing options for this model kick off at about $269 per month. As for the VF 9, that one begins at $62,900, with leases starting at roughly $449 a month. Both these models come with generous warranties—like a 10-year unlimited mile battery coverage and a 10-year, 125,000-mile vehicle warranty. Honestly, that kind of long-term reassurance really shows VinFast’s commitment to reliability and customer trust, especially in such a competitive EV scene.

This California dealership opening isn’t happening in a vacuum. It’s part of a bigger plan that’s already seen VinFast establish over 30 locations across 15 key states, including Texas, Connecticut, Florida, Illinois, and New York. The focus on California is especially strategic given the state’s massive EV market, its friendly regulations, and the high demand for eco-friendly vehicles. Plus, VinFast has recently launched six dedicated stores in prime California spots such as Santa Monica, San Mateo, Commerce, Berkeley, and Corte Madera. These stores are designed not just to sell but to create engaging brand experiences, offering high-level customer service and helping them connect more deeply with buyers.

That said, even with this growth push in the U.S., VinFast is keeping an eye on other parts of the world. They’re working on expanding further into the Middle East, Europe, Indonesia, and India. At the same time, they’re actually downsizing some of their direct-sales showrooms—kind of shifting gears—to better allocate resources toward franchised outlets and regions with bigger potential. Industry analysts point out that this move to a franchise model could help VinFast bring more stability to its U.S. operations. It reduces some of the risks and costs tied to running owned stores, while still keeping the company competitive against long-established automakers.

And interestingly enough, the company’s stock has seen a slight uptick after announcing the San Diego dealership—maybe a sign that investors are cautiously optimistic about their new strategy, even if they’re still making adjustments. It’s clear that VinFast’s journey isn’t just about selling cars; it’s also highlighting some pretty big trends in the EV sector—like how essential franchised dealership networks are for gaining ground, the importance of extended warranties and after-sales services to build buyer confidence, and how resource allocation can make or break success in different regional markets. As the EV market continues its rapid evolution, VinFast’s approach might serve as a notable case study in how to navigate the challenging entry barriers and sustain growth internationally.

Source: Noah Wire Services

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