As economic headwinds and shifting regulations begin to cool the momentum of electric vehicle (EV) adoption in the U.S., automakers are under pressure to differentiate themselves in more meaningful ways. For VinFast, the Vietnamese EV manufacturer listed on Nasdaq, the answer lies in a distinctly cultural advantage: the spirit of Vietnamese hospitality and generosity. The company is weaving this ethos into both its products and its customer experience.
EV adoption in the U.S. currently stands at a crossroads. The rollback of federal tax incentives and cuts in funding for public charging infrastructure are undermining two of the most critical pillars for mainstream EV acceptance: affordability and convenience. In this increasingly challenging landscape, value and service—not just performance and price—are becoming key decision drivers for consumers.
VinFast seeks to meet this moment with an approach rooted in authenticity. The company aims to bring the same warmth and care found in a bustling Hanoi street café or a lovingly prepared bowl of phở to American driveways. This mindset, it hopes, will resonate with U.S. consumers craving not just innovation, but also human connection in their purchase experience.
Reimagining Service for the U.S. Market
Central to VinFast’s strategy is a keen awareness that the post-purchase experience significantly influences American car buyers. The J.D. Power 2024 U.S. Electric Vehicle Experience (EVX) Ownership Study highlights that EV-only manufacturers—especially those following direct-to-consumer (DTC) models—often underperform traditional automakers in service satisfaction. Reasons include a limited number of EV service points and long wait times for repairs—issues compounded by the lack of an established dealer network and the growing complexity of EV technology.
Recognizing these challenges, VinFast has begun evolving its distribution model. Since late 2023, it has moved beyond a purely DTC model by rolling out a hybrid strategy, introducing dealerships in international markets to increase its operational reach and customer support capabilities. In the coming months, VinFast plans to transition to a full dealer franchise model in California—the heart of America’s EV market. Nationwide, the brand is building a network of 38 operational and prospective dealers across 16 states.
“Inclusive Pricing” and Feature-Rich Offerings
VinFast’s definition of generosity also shapes its pricing and product strategy in the U.S., where value-driven offerings are essential. The company’s “inclusive pricing” approach aims to deliver feature-rich, technologically advanced vehicles without inflated costs.
Take the VF 8, a mid-size electric SUV available in two variants:
- VF 8 Eco: 260kW motor, 500Nm of torque
- VF 8 Plus: 300kW motor, 620Nm of torque
Both come equipped with advanced driver assistance systems (ADAS), including features like highway driving support, automatic lane changes, smart parking assistance, and remote parking. Regular over-the-air (OTA) updates ensure that these systems continue to evolve. Lease pricing starts at $269/month for the Eco model and $319/month for the Plus, with $1,250 down payment.
VinFast’s flagship model, the VF 9, is a full-size, three-row electric SUV designed by Pininfarina. Measuring 201.5 inches in length with a 330-mile EPA-estimated range for the Eco version (291 miles for the Plus), the VF 9 is built with American families in mind. It features 11 airbags, a smart infotainment suite, and enhanced ADAS. The VinFast app offers access to an expansive public charging network that outperforms many OEM and third-party solutions. The VF 9 Plus is available for lease starting at $449/month.
All VinFast vehicles are backed by a class-leading warranty, further reinforcing the company’s commitment to long-term customer satisfaction.
Looking Ahead: Customer Loyalty and EV Adoption
Despite current market challenges, the long-term outlook for EV adoption remains positive. The J.D. Power 2025 EVX Ownership Study found that 94% of current battery electric vehicle (BEV) owners are likely to consider another BEV for their next vehicle, a trend also strong among first-time buyers.
Brent Gruber, Executive Director of the EV practice at J.D. Power, noted:
“With five years of conducting this study and surveying thousands of EV owners, it’s apparent that once consumers enter the EV fold, they’re highly likely to remain committed to the technology.”
VinFast’s strategy—anchored in service, substance, and a uniquely Vietnamese sense of generosity—positions it well to ride that wave of loyalty and help shape the next chapter of EV ownership in America./.
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