VinFast’s VF3: A Missed Opportunity for Vietnam’s Emerging Middle Class
rendering of a custom VF3
VF3 could have been the perfect product-market fit for Vietnam, but its marketing strategy failed to deliver its full potential to the market.
Like many automakers, VinFast—despite being a startup in the industry—has fallen into the trap of offering consumers a paradox of choice. With seven EV consumer products (excluding combustion engines and commercial vehicles) in just less than five years, the company has spread its resources thin, diluting its ability to focus on building and promoting its best product. This over-diversification likely stems from the influence of foreign executives (brought on board by Mr. Vuong himself) who come from traditional automotive backgrounds where extensive product lines are the norm.
As a consumer, I found myself spending significant time just to understand the differences between their offerings—many of which felt unnecessary. This complexity distracts from identifying and capitalizing on their true product-market fit.
The VF3: A Hidden Gem for Vietnam
The VF3, however, stands out as an exceptional and uniquely tailored product for Vietnam—especially for city cruising. Priced at less than $10,000, it’s an affordable, stylish, and practical vehicle designed for urban life. It’s perfect for navigating Vietnam’s bustling cities, offering comfort and convenience even during the monsoon season.
The VF3 is ideal for small families, comfortably accommodating two adults and a child. It could serve as a primary vehicle for a young family or a secondary vehicle for larger households. For singles, it’s a fantastic option to express individuality and practicality.
A Branding and Marketing Misstep
Despite its potential, the VF3’s branding and marketing failed to position it as the “cool kid” product for Vietnam’s rising middle class. The messaging missed the mark in connecting with the younger, aspirational demographic that values style, affordability, and urban practicality.
A Better Approach: Leveraging Pop Culture
To unlock the VF3’s full potential, VinFast should amplify its branding through Vietnamese pop culture and key opinion leaders (KOLs). However, this shouldn’t be just another generic influencer campaign where KOLs passively showcase the product. Instead, VinFast needs a bold, creative approach—one that crafts a unique narrative around the VF3, making it a cultural icon rather than just a transportation choice.
A campaign that deeply resonates with the target audience should center on storytelling and lifestyle rather than product specifications. Imagine a viral campaign where top-tier KOLs—ranging from young entrepreneurs to trendsetting content creators—integrate the VF3 into their daily lives in authentic, aspirational ways. Rather than a simple “test drive and review,” they could be part of a movement that redefines urban mobility and self-expression.
For example, VinFast could collaborate with rising Vietnamese musicians, fashion designers, and digital creators to turn the VF3 into a pop culture statement. A music video featuring the VF3 as the centerpiece of a “new wave” lifestyle, or a TikTok challenge celebrating personal style and freedom with the car, could create a viral sensation. Limited-edition versions of the VF3 co-designed by artists could further cement its status as a must-have item.
By crafting a campaign that speaks directly to the urban middle-class lifestyle—emphasizing independence, creativity, and modernity—VinFast could turn the VF3 into more than just a car. It could become an aspirational symbol, much like how scooters once defined youth culture in Vietnam with .
In a market where the middle class is rapidly growing and seeking products that reflect their aspirations, the VF3 could have been a game-changer. With the right marketing strategy, it still can be.
