Vietnamese automobile market will growth significantly in the next 3 to 5 years, especially in low and medium segment Find more at: http://www.di-onlinesurvey.com/

1. April 2015
DI-MARKETING
STUDY ABOUT AUTOMOBILE MARKET
IN VIETNAM

2. 2
TOYOTA, FORD AND BMW ARE THE TOP 3 BRANDS HAVE
HIGHEST BRAND AWARENESS IN VIETNAM MARKET
Which car brand below are you aware of ?
5%
39%
44%
50%
51%
54%
57%
59%
66%
67%
70%
71%
71%
72%
75%
80%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Others
Land rover
Mazda
Chevrolet
Nissan
Mitsubishi Motors
KIA
Suzuki
Mecedes-Benz
Lexus
Huyndai
Audi
Honda
BMW
Ford
Toyota
N=1038

3. 3
TV AD IS THE MOST EXPENSIVE BUT MOST EFFECTIVE
MARKETING CHANNEL
How do you know about those car brand?
4%
19%
31%
32%
43%
49%
52%
58%
65%
70%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Others
Sale person introduce at the selling place
Advertising/ drive test event
Outdoor ads (banner, bilboard,…)
Friends /family recommendation
See the brand at many selling places/showrooms/fairs
Online Ads (Website, facebook, forums….)
Ads on newspaper/magazine
See many people drive that brand car
TV commercials
N=1038

4. 4
TOYOTA IS LEADER IN VIETNAM AUTOMOBILE MARKET
If you/your family own a car, what brand is that?
N=395
13% 13% 17% 17%
11%
4% 4%
3%
5%
4% 4%
4%
33%
4% 4% 1%
5%
6% 5% 4%
29%
7%
8% 3%
15% 14% 13%
9%
9%
10%
33%
14%
17%
6%
11%
6%
14%
33%
29%
17%
16%
14%
16%
8% 17%
16%
29%
35%
23%
17% 14% 17%
21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Ho Chi Minh Ha Noi Hai Phong Da Nang Can Tho Others
Toyota
Ford
Honda
KIA
Huyndai
Chevrolet
Mecedes-Benz
BMW
Suzuki
Others

5. 5
80%
75%
72% 71% 71% 70% 67% 66%
59% 57%
54%
51% 50%
44%
39%
5%
29%
14%
4%
11%
3%
8%
3% 4% 4%
9%
2% 3%
6%
2% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Awareness Own
Which car brand below are you aware of ?
If you/your family own a car, what brand is that?
N=1038
TOYOTA , FORD AND HONDA ARE TOP 3 BRANDS HAVE BOTH
HIGH BRAND AWARENESS AND MARKET SHARE

6. 6
OVERALL, MOST VIETNAMESE FEEL SATISFIED WITH
THEIR CAR
Do you, or your family, own a car?
N=395
28%
18% 20%
26%
18%
31% 33%
49%
0%
18%
44%
0%
43%
10%
43%
28%
53%
36%
47%
48%
58%
55%
57%
43%
50%
73%
44%
67%
29%
60%
50%
52%
18%
45%
33%
22% 24%
12% 7% 6%
50%
9% 11%
33% 29% 30%
7%
18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Totally satisfied
Satisfied
Neutral
Not satisfied
How do you rate your satisfaction with your current car ?

7. 7
MOST VIETNAMESE ARE DREAMING FOR A CAR
Is owning a car one of your important goals in life?
N=1038
25% 23%
26%
40%
41%
40%
27% 29% 26%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Male Female
Totally agree
Agree
Neutral
Disagree
Totally disagree

8. 8
ABOUT 4/10 VIETNAMESE INTEND TO BUY A CAR IN
THE NEXT 3-5 YEARS
People with income form $1000 have higher intention to buy a car than others
Do you intent to buy a car in next 3-5 years?
What is your average monthly personal income?
N=1038
16%
17% 23%
17% 13%
8%
20%
40%
47% 39%
47%
34%
29%
53%
19%
14%
13% 21%
24%
26%
13%
19%
10% 16% 10%
25%
36%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
I definitely will buy a car
I will buy a car
I may/may not buy a car
I will not buy a car
I definitely will not buy a car

9. 9
CAR PRICE BETWEEN $15,000 AND $25,000 IS THE MOST
PREFERRED
If your intend to buy car in the next 3-5 years, How much would you pay for that car?
12% 10% 13%
34%
33%
35%
24%
24%
24%
14% 18%
12%
7% 8% 6%
8% 7% 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Male Female
I don’t know
Over $100,000
$50,000 to $100,000
Over $35,000 to under $50,000
Over $25,000 to $35,000
From $15,000 to $25,000
Below $15,000
N=640

10. 10
A THIRD OF VIETNAMESE CHOOSE PAY AT ONCE FOR
BUYING A CAR
People with high income form $1000 and over is most likely to pay at
once with 47% while other income groups prefer to pay by installment
If your intend to buy car in the next 3-5 years, what kind of payment method do
you prefer?
N=608
14% 12% 8%
19%
18%
15%
0%
15%
15% 18%
9% 18%
13% 24%
27% 32% 30%
28% 25%
20%
28%
32% 29% 30% 26% 25%
47%
32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Pay at once
Pay by installment
Borrow a part of parents'money
Borrow form the bank
Others
Borrow a part of friends'money
Pay by parents' money

11. 11
FINANCIAL PROBLEM IS THE TOP REASON WHY PEOPLE
DON’T WANT TO BUY CAR IN FUTURE
Expensive additional cost is the second most chosen reason why people don’t
want to own a car with 58%
N=231
If choose "I definitely will not buy a car" or "I will not buy a car ", what are the reasons
why you don’t buy a car?
31%
36%
40%
45%
47%
58%
73%
0% 20% 40% 60% 80%
Not suitable with Vietnam road
No demand
limited parking slots
Expensive price compared to other countries
Others
Expensive additional cost ( Fuel, parking fee, maintenance
cost)
Don’t have enough money

12. 12
PRICE, ECO-FRIENDLY, SAFETY ARE THE MOST SIGNIFICANT
FACTORS WHEN BUYING CARS
Purposing that you are planning to buy a car, Which criteria below impact your
purchase decision?
N=1038
36%
41%
44%
44%
47%
50%
51%
54%
58%
59%
61%
61%
69%
71%
71%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Keep value when sell or exchange
Size
Number of seats
Speed
Color
Good customer service
Others
Technology
Brand
Outside Design
Inside Design
Warranty service
Safety
Eco-friendly
Price

13. 13
TOYOTA, BMW AND MECEDES-BENZ ARE TOP 3 DESIRED
BRANDS
Purposing that you are planning to buy a car, which brand do you chose ?
18%
18%
19%
13%
12%
13%
11%
9%
12%
11%
10%
11%
10%
12%
8%
9%
8%
10%
5%
6%
5%5% 5% 5%4% 4% 4%
3%
4%
3%3%
4%
3%
2% 2%
2%
2% 2%
1%1%
2%
1%1% 1% 1%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Grand Total Male Female
Toyota BMW Mecedes-Benz Audi Honda Ford
KIA Lexus Chevrolet Huyndai Land rover Mazda
Mitsubishi Motors Others Suzuki Nissan
N=1038

14. 14
4-SEAT CAR AND 7-SEAT CAR ARE PREFERRED THE MOST
Age group from 26 and over would choose 7 seats when buying car
Purposing that you are planning to buy a car, How many of car seats would you
prefer when buy a car ?
39%
19%
30%
46%
48%
17%
19%
19%
14%
15%
39%
57%
46%
37%
28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Under 18 18-25 26-30 Over 30
2 seats
4 seats
5 seats
7 seats
9 seats
Over 9 seats
I don’t know
N=1038

15. 15
TO SERVE FAMILY TRANSPORTATION IS THE MAIN
PURPOSE OF BUYING CAR
In what purpose do you use this car for?
N=1038
75%
62%
72%
79% 78%
69%
71% 71% 70%
66%
61% 62%
64%
59%
56%
45%
57%
54%
38%
35%
37%
33% 32%
36%
48%
32% 31% 31%
10%
24%
11%
8% 9%
5%
0%
6% 6% 5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Grand Total Under 18 18-25 26-30 Over 30
Family Transportation Travel Go out Go to work Do business Go Shopping Go to school Others

16. 16
MOST VIETNAMESE BELIEVE THAT OWNING A CAR COULD
RAISE THEIR SOCIAL STATUS
Do you think owning a car will increase your social status in the society?
21%
21%
21%
43% 44%
42%
29% 30% 28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Male Female
Total agree
Agree
Neutral
Disagree
Total disagree
N=1038

17. 17
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

18. 18
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

19. 19