The Battle of the Titans: Ford Everest vs Hyundai Santa Fe

The SUV market segment for vehicles priced above one billion VND is less dynamic compared to other segments, with a tight race between the two best-selling models: the Ford Everest and Hyundai Santa Fe.

No Winning Streak for Santa Fe

In November, the total sales of D-segment SUVs reached 3,881 units, bringing the year-to-date sales of 7-seater cars to 23,578 units. Ford Everest and Hyundai Santa Fe, the top two models in this segment, accounted for over 68.8% of the segment’s total sales.

These two models have been vying for the top spot since the first quarter, but according to sales reports, Ford Everest has consistently come out on top. Despite Hyundai Santa Fe’s continuous promotional efforts, it has not been able to surpass the sales of the Ford Everest in any month so far this year.

In the third and fourth quarters, TC Group introduced the new-generation Santa Fe, hoping to boost sales and make a strong finish for the year. While the new model did lead to a significant increase in sales, with November sales reaching 1,206 units, it still fell short of the Ford Everest’s performance during the same month.

Hyundai Santa Fe.

In November, Ford Everest recorded sales of 1,458 units, an increase of 13.8%. Year-to-date, Ford Vietnam has sold 9,892 units of the Ford Everest, making it one of the brand’s best-selling models in the country. Its attractive design and strong brand recognition have contributed to its success. Additionally, Ford offered promotional discounts on this model during the second and third quarters of this year.

In December, customers purchasing the Ford Everest continue to receive complimentary genuine accessories worth between 2.16 and 7.31 million VND.

Lackluster Performance from Other Models

While the Ford Everest and Hyundai Santa Fe have been engaged in a close sales race throughout 2024, other models in the segment, including the Toyota Fortuner, Mazda CX-8, and Kia Sorento, have not shown impressive growth.

Toyota Fortuner ended November with sales of 550 units, a nearly 20% increase from the previous month, securing its position as the third best-selling model in the segment. Following closely behind is the Mazda CX-8, with November sales of 382 units and a year-to-date total of 2,487 units.

The all-new Mazda CX-8 was introduced in early December, with three variants priced between 969 million and 1.149 billion VND. According to dealership sources, deliveries of the new SUV will commence in late December.

Mazda CX-8 2025. Image: Mazda.

The Mitsubishi Pajero Sport and Isuzu Mu-X are also part of the slow-selling group. Isuzu Mu-X, in particular, recorded sales of only 32 units in November, bringing its year-to-date total to 215 units. Similarly, the Mitsubishi Pajero Sport sold 83 units in November and 656 units year-to-date, reflecting a lackluster performance.

In December, the Mitsubishi Pajero Sport is no longer eligible for promotional discounts, possibly due to limited inventory as it is imported from Thailand in limited quantities.

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