Over the past six months, the Vietnamese automobile market has welcomed dozens of new car models across various segments.
Conversely, several long-standing models have been discontinued, either awaiting their next generation or officially ending their product lifecycle. As of September, three notable names have exited the Vietnamese market: the Toyota Innova, Mazda6, and Ford Explorer.
Toyota Innova
Since early September, Toyota Vietnam has confirmed that the Innova MPV will no longer be distributed in the domestic market.
On the company’s official website, the Innova has been removed. The reason is reportedly due to stock depletion and no further imports planned.
In reality, the Innova is an older generation model, while the Innova Cross—a hybrid MPV-SUV—has been introduced with more modern design and technology, targeting individual customers.
In many markets, Toyota often maintains both generations until existing inventory is sold out. In India, for instance, the Innova Crysta (the older Innova) still holds its ground thanks to its diesel engine, which suits commercial transport services.
However, in Vietnam, the Innova’s sales have been lackluster. In the first seven months of 2025, only 232 units were sold, the lowest in the MPV segment. Meanwhile, the Innova Cross achieved sales of 4,162 units, ranking second in the segment, just behind the Mitsubishi Xpander. This disparity led Toyota to discontinue the Innova, focusing instead on the Innova Cross.
Experts suggest that Vietnamese consumers tend to “buy with their eyes.” The Innova Cross’s hybrid MPV-SUV design aligns with current trends, quickly attracting customers, while the Innova retains a traditional MPV style.
Mazda6
Since April 2025, Mazda dealerships nationwide have stopped accepting deposits for the Mazda6 D-class sedan. Remaining inventory has been sold, marking the model’s exit from the Vietnamese market after nearly three decades.
According to the Vietnam Automobile Manufacturers’ Association (VAMA), the Mazda6 sold no units in the last four months. From the beginning of the year to August 2025, total sales reached only about 56 units, a sharp decline from its peak in 2016, when it sold over 3,200 units.
The Mazda6’s discontinuation in Vietnam aligns with its global phase-out in major markets like the U.S. (2021) and Japan (2024). Mazda’s global strategy now focuses on developing SUVs and CUVs to meet growing customer demand.
The Mazda6 first appeared in Vietnam in 1996 as the imported Mazda 626 sedan. Later, Mazda unified its lineup, renaming it the Mazda6. In 2014, the sedan began domestic assembly by Thaco, making it more competitively priced compared to segment rivals.
The Mazda6’s standout features include a spacious interior, durable engine, and accessible pricing. However, its design, features, and safety technology updates lagged, diminishing its appeal against frequently updated competitors.
Ford Explorer
After more than seven years in the market, the full-size Ford Explorer SUV was officially discontinued in Vietnam as of July 2025. Dealerships are no longer accepting new orders, focusing instead on selling remaining inventory.
The Explorer was first introduced by Ford Vietnam in 2016 as a fully imported model from the U.S. Its imposing design, spacious interior, and powerful engine quickly garnered attention, particularly from business professionals and families needing long-distance travel.
However, the Explorer’s sales have been inconsistent over the years. It faced challenges such as high pricing, significant operating costs, and intense competition from segment rivals like the Toyota Land Cruiser Prado and Hyundai Palisade. Additionally, consumer shifts toward mid-size and compact SUVs impacted its appeal.
Over nearly a decade in Vietnam, the Explorer left its mark as a fully imported SUV embodying classic American style: large, comfortable, and practical. Despite its discontinuation, it retains a special place among enthusiasts.
According to sources, Ford Vietnam is now focusing resources on flagship models like the Everest, Ranger, and Territory—products with strong sales and better alignment with domestic consumer preferences.
Thúy Hà (Tuoitrethudo)
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