In a surprising turn of events, the large SUV, Explorer, has recently vanished from Ford Vietnam’s website, leaving customers curious about its future in the country.
There has been no official statement from Ford Vietnam regarding the disappearance of the Explorer from their product lineup. On the official website, the American brand now only lists five vehicle lines: Territory, Everest, Ranger, Ranger Raptor, and Transit.
According to surveys at several dealerships, sales consultants confirmed that the Explorer has been out of stock for a few months. Currently, there are no plans to import new vehicles in the near future.
Some sources suggest that the new generation of Explorer may be introduced to Vietnam next year. However, Ford Vietnam has not yet confirmed this information.
The Ford Explorer was previously offered in Vietnam with one version and a listed price of 2.099 billion VND. This price is significantly higher than its competitor in the same segment, the Hyundai Palisade, which is priced between 1.469 and 1.589 billion VND.
Recently, dealerships have been offering promotions and discounts of up to 100 million VND on the Explorer. This is seen as an effort to clear out old inventory, as there are no 2024 or 2025 models available in the official distribution system. Therefore, all recently sold vehicles are from 2023 or earlier.
The new generation Ford Explorer, already available in many countries, features design and equipment upgrades. If introduced in Vietnam, this model could be more appealing to consumers.
Another important factor that could significantly impact the selling price and import decision is the tax policy. If Vietnam and the United States reach an agreement to reduce the import tax on automobiles to 0%, instead of the current 45-64%, the price of the Ford Explorer could drop considerably. This new price could make the large SUV more competitive in its segment.
In reality, the Ford Explorer has never been a high-volume seller in Vietnam. In the first five months of 2025, only 130 Explorers were sold, just half of the 260 Hyundai Palisades sold during the same period.
The temporary disappearance of the Ford Explorer from the Vietnamese market is seen as a strategic retreat, given the lack of new inventory and the challenging selling price. If the tax policy is approved in the near future, it is possible that the Explorer will make a comeback with a new look and more attractive pricing.
With the large SUV market growing rapidly, Ford hasn’t given up on the segment but is instead preparing for a timely return.
Photos by Quang Minhh
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