The Road Narrows for Sedans in the Billion-Dong Price Range

The year 2024 has been challenging for the sedan segment in the one-billion-dong price range, with sales continuously plummeting. The situation worsened at the beginning of this year, as many models in this group sold fewer than ten units. In January, the total sales of D-segment sedans reached only 192 units, a significant 46.5% decrease compared to the last month of 2024.

Toyota Camry Shines in a Dull Segment

In October 2024, Toyota officially introduced the new generation Camry at the Vietnam Auto – Moto Show, launching the HEV version in the market for the first time.

Throughout the last three months of 2024, the Camry became a hot topic among car enthusiasts, attracting a substantial number of orders, especially for the HEV model. According to a Toyota dealership consultant in Ho Chi Minh City, many customers who placed orders for the HEV version before the Lunar New Year have not yet received their vehicles due to high demand outpacing supply.

In January, the Camry recorded 146 units sold, a 46.3% decrease compared to the previous month. However, this is still a positive sign as it represents a 41.7% increase compared to the same period in 2024 (103 units). The Toyota Camry remains the best-selling model in its segment, with sales volume even surpassing the combined total of all its competitors.

The price of this sedan ranges from 1.22 to 1.53 billion dong, making it the most expensive in the D-segment. Its price tag even surpasses that of pure electric rivals such as the BYD Seal (1.119 – 1.359 billion dong).

The Remaining Grey Area

The growth of the Toyota Camry alone is not enough to boost the overall performance of the segment, as the other models continue to struggle.

In January, the Mazda6 sold 27 units, halving its sales compared to the last month of 2024. The Kia K5 also slid to 14 units, a decrease of 7 units from December 2024. Mazda offers the Mazda6 in Vietnam with five versions, priced between 769 million and 899 million dong.

Kia K5. Photo: Thaco Auto.

On the other hand, the Kia K5 is available in three versions, priced from 859 million to 999 million dong. This D-segment sedan from Kia is also offering discounts of 10-37 million dong depending on the version during February.

Honda sold only five Accord units in the first month of the year, keeping it among the slowest-selling models in the market. Compared to its competitors in the segment, the Accord has the most promotions and discounts.

Throughout 2024, Honda directly reduced the price by 220 million dong for all Accord buyers. This incentive increased to 250 million dong at the beginning of this year.

Electric Vehicles Struggle to Make an Impact

Last year, the D-segment sedans also welcomed new entrants, mostly electric vehicles from Chinese brands, except for the MG7.

BYD was the first Chinese automaker to introduce a D-segment sedan in Vietnam with the BYD Seal. Its price ranges from 1.119 to 1.369 billion dong. The high price, limited charging infrastructure, and consumer skepticism towards new Chinese brands in Vietnam have made it challenging for the Seal to gain traction in the market.

Towards the end of 2024, GAC introduced the Aion ES, joining the C+/D segment alongside the Seal. However, it faces similar difficulties due to limited brand presence and lackluster marketing efforts by GAC.

The explosion of pure electric D-segment sedans remains a distant prospect. With Japanese and Korean sedans already struggling to regain their former glory and the ongoing preference for high-riding vehicles, there seems to be little room for pure electric low-riding sedans priced around one billion dong.

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