The Ups and Downs of Affordable Japanese Sedans

When it comes to affordable sedans, Vietnamese car buyers often think of the Toyota Vios, Hyundai Accent, and Honda City. These three models have been the best-selling vehicles in this segment, regularly engaging in exciting bi- and tri-horse races in terms of sales figures in previous years.

However, according to the latest reports published by the Vietnam Automobile Manufacturers’ Association (VAMA) and TC Motor, the Toyota Vios is currently the only one pulling ahead, while the Hyundai Accent and Honda City are showing signs of lagging.

Toyota Vios Accelerates, Honda City Slumps

VAMA’s report shows that Vietnamese customers purchased a total of 1,148 Toyota Vios vehicles, an increase of 375 units compared to the previous reporting period.

The sales performance of the Hyundai Accent also improved, but not as impressively as the Toyota Vios. In May, the South Korean model sold 638 units, a slight improvement in sales performance compared to the previous reporting period.

The Toyota Vios and Hyundai Accent are the only two models in the affordable sedan segment that have experienced sales growth. According to VAMA’s report, the Mazda2 (439 units), Honda City (308 units), Mitsubishi Attrage (156 units), and Kia Soluto (14 units) all witnessed a decrease in sales compared to April.

Among these, the Honda City experienced the most significant decline. From a segment-leading sales figure of 957 units in April, this Japanese sedan brand saw a nearly 68% drop in sales.

Not only has the Toyota Vios widened the gap, but the Honda City has also been surpassed by the Mazda2, which now holds the position of the third best-selling B-segment sedan in Vietnam for May.

South Korean Sedans Lose Steam

Despite the sharp decline, the Honda City temporarily remains the second best-selling B-segment sedan in Vietnam as of the end of May. The total sales of the Honda City for the first five months reached 3,266 units, second only to the Toyota Vios, which sold 4,206 units during the same period.

On the other hand, the Hyundai Accent is increasingly lagging in the sales race with the Vios and City. This South Korean model ranks third in the list of best-selling B-segment sedans, with sales of 3,240 units in the first five months.

The gap is not too large, and while the Honda City’s performance has been inconsistent, the Hyundai Accent can only blame itself for a relatively volatile performance since the beginning of the year.

The sales of the South Korean sedan once hit a low of 455 units in February, peaked at 1,049 units in the following reporting period, and then immediately “crashed” to 568 units in April.

Honda City and Hyundai Accent Lose Momentum Against Toyota Vios. Photo: HVN, TC Motor.

As a result, despite not having any month with sales exceeding 1,000 units since the beginning of the year, the Honda City is still ahead of the Hyundai Accent. The South Korean model is also almost 1,000 units behind the Toyota Vios in cumulative sales, effectively closing the gap in the competition for the best-selling position.

In the lower group, the Kia Soluto is witnessing a “struggle,” with sales since the beginning of the year yet to exceed 60 units per month. The sales figure of 14 units recorded in May is also the lowest for this assembled model, pushing the Kia Soluto closer to the title of the slowest-selling B-segment sedan in Vietnam in 2025.

The Mazda2 sold 1,935 units in Vietnam in the first five months, while the Mitsubishi Attrage stood just behind with 727 units delivered to Vietnamese customers during the same period.

Relying on Promotions

The list of the 10 best-selling internal combustion engine vehicles in Vietnam in the first five months still includes the three affordable sedans: Toyota Vios, Honda City, and Hyundai Accent. However, the positions of these models are no longer in the top group. The Toyota Vios ranks sixth, while the Honda City and Hyundai Accent rank eighth and ninth in cumulative sales, respectively.

The B-segment sedans used to be one of the top-selling segments in the Vietnamese car market. The Toyota Vios became the “sales king” in Vietnam in 2022, and the Hyundai Accent also had a long period of fierce competition with the Mitsubishi Xpander in the top spots of the sales chart in 2023.

The former “sales king” Toyota Vios is currently unable to compete for a position in the top group. Photo: TMV.

The current slump in the B-segment sedan market is partly due to the rise of urban SUVs and small MPVs. The recent wave of electrification has also had a significant impact on the Vietnamese car market, naturally affecting the market share of affordable sedans.

Promotions and discounts are therefore being offered by car manufacturers and dealers for B-segment sedans such as the Toyota Vios, Honda City, and Hyundai Accent.

Sharing with Tri Thức – Znews, a sales consultant at a Hyundai dealership in southern Vietnam, said that the Hyundai Accent models are currently being offered with discounts of 30-35 million VND.

Honda Vietnam, on the other hand, is offering a 50% discount on registration fees for the Honda City. The current selling price of 499-569 million VND for the Honda City models is equivalent to a discount of 25-28.5 million VND for customers buying cars in May.

Although the Toyota Vios is currently leading the segment, Toyota is still actively offering promotions. The B-segment sedan is offering a 50% discount on registration fees, plus one-year hull insurance, bringing the total value of promotions to 30-35 million VND depending on the version.

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