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Last year, Hyundai Santa Fe and Mazda CX-8 unveiled their new generations or upgraded versions, hoping to compete with the Ford Everest.
However, the sales performance over the first two months of this year indicates that the sole American representative in the mid-size SUV segment is likely to easily emerge victorious once again.
Ford Everest Outselling All Its Rivals Combined
In February, Ford Everest more than doubled its sales, surging from 300 units in January to 760 vehicles in the latest reporting period.
Not only did it outsell its competitors such as the Hyundai Santa Fe (226 units), Mazda CX-8 (191 units), and Toyota Fortuner (161 units), but the Ford Everest also accounted for more than half of the total sales in its segment. It is the top-selling model, outperforming all its rivals combined.
| Ford Everest outsells all its competitors combined | ||||||||
| Breakdown of mid-size SUV segment sales in February (Data: VAMA, TC Motor) | ||||||||
| Brand | Ford Everest | Hyundai Santa Fe | Mazda CX-8 | Toyota Fortuner | Kia Sorento | Isuzu mu-X | Mitsubishi Pajero Sport | |
| units | 760 | 226 | 191 | 161 | 65 | 12 | 9 |
Specifically, the remaining group of mid-size SUVs, including Kia Sorento (65 units), Isuzu mu-X (12 units), and Mitsubishi Pajero Sport (9 units), along with the sales figures of Hyundai Santa Fe, Mazda CX-8, and Toyota Fortuner, amounted to a total of 664 vehicles sold in February.
In contrast, the Ford Everest alone reported deliveries of 760 units to Vietnamese customers during the same period. This achievement also propelled the American SUV into the top 10 best-selling automobiles in Vietnam.
In the first two months of the year, Ford Everest has accumulated sales of 1,060 vehicles in Vietnam, outpacing its rivals in the mid-size SUV segment: Hyundai Santa Fe (381 units), Mazda CX-8 (396 units), and Toyota Fortuner (352 units).
The Ford Everest’s sales performance is evidently dominating the other models, including Kia Sorento (117 units), Isuzu mu-X (38 units), and Mitsubishi Pajero Sport, which managed only 26 units in the first two months.
A One-Sided Race?
Last year, Ford Everest successfully defended its title as Vietnam’s best-selling mid-size SUV, with sales of 10,841 units.
The Ford model created a comfortable gap with its pursuers, as the cumulative sales of the Hyundai Santa Fe in 2024 stood at 6,941 units, while the Toyota Fortuner and Mazda CX-8 trailed further behind with 3,511 and 2,693 units, respectively.
This year, it is highly likely that the Ford Everest will replicate its “solo run.” The sales gap between the Ford Everest and the Hyundai Santa Fe has already widened to nearly 700 units after two months, which is almost triple the best-selling figure of the Korean SUV brand so far this year.
The success of the Ford Everest can be attributed in part to the diverse range of models it offers. With the addition of the top-of-the-line Platinum version, the Ford Everest now has a total of five variants in Vietnam, priced from 1.099 billion to 1.545 billion VND.
In comparison, the new-generation Hyundai Santa Fe, introduced in September 2024, no longer offers a hybrid option and has discontinued the diesel engine. The current Hyundai Santa Fe models are priced between 1.069 and 1.365 billion VND.
Throughout March, all Hyundai passenger cars in Vietnam are eligible for a maximum discount of 75 million VND. While the Hyundai Santa Fe is included in this promotion, the offer only applies to vehicles produced in 2024.
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The new Hyundai Santa Fe has yet to pose a significant challenge to the Ford Everest. Image: TC Motor. |
Mazda CX-8 customers currently receive a 5 million VND service voucher. This locally assembled SUV has three variants, priced at 969 million, 1.049 billion, and 1.149 billion VND, respectively.
Kia Sorento’s combustion engine versions are offered with discounts ranging from 10 to 55 million VND. The Kia Sorento HEV receives incentives of 77 to 90 million VND, while the two PHEV variants are promoted with discounts of 75 to 110 million VND.
Toyota Fortuner, Mitsubishi Pajero Sport, and Isuzu mu-X do not have any manufacturer promotions during March.
The Toyota Fortuner currently starts at 1.055 billion VND, while the Isuzu mu-X is priced from 900 million VND. The two Mitsubishi Pajero Sport variants are offered at 1.13 to 1.365 billion VND.
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Isuzu mu-X and Mitsubishi Pajero Sport have not witnessed promising sales figures in February. Image: Phúc Hậu, Mitsubishi. |
In addition to the models with disclosed sales figures, the mid-size SUV segment in Vietnam also offers a few other notable choices, including the GAC GS8, Skoda Kodiaq, and the electric BYD Tang.
Among these, the GAC GS8 was introduced to Vietnamese customers in August 2024, featuring two variants priced at 1.269 billion and 1.369 billion VND, respectively. This Chinese SUV brand is currently offering a promotion that covers the entire registration fee, equivalent to a discount of 127 to 137 million VND.
Skoda has just launched the new generation of the Kodiaq in Vietnam. This European model has not yet introduced a five-seat variant, and the current two versions are priced at 1.45 to 1.48 billion VND.
 Toyota Vietnam has issued a recall for Wigo vehicles that may be affected by a potential brake defect. The issue is believed to be influenced by weather conditions and individual driving habits, which could compromise the safety of drivers and passengers alike.
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