The Ultimate 5-Seater: Standing Out in Vietnam’s 7-Seater Market

While 7-seater SUVs are often the go-to choice for Vietnamese customers in the price range of 800 million to 1 billion VND, 5-seater Crossover/SUV models are still holding their ground.

A Market Full of Potential

In reality, with a budget of around one billion VND, Vietnamese car buyers tend to prioritize 7-seater SUVs. Even for small families, the “more for less” mentality remains a key consideration when choosing a high-riding vehicle. In fact, many owners of 7-seater SUVs rarely use the third row of seats more than ten times a year.

However, amidst this market trend, there is still a significant number of buyers who opt for 5-seater crossovers. In 2024, five models in this category, priced between 800 million and 1 billion VND, made it to the top 20 best-selling cars in the market. These included the Mazda CX-5 (14,781 units sold), Ford Territory (8,125 units), Kia Seltos (6,829 units), Toyota Corolla Cross (7,644 units), and Hyundai Tucson (6,641 units).

So, who is buying these 5-seater crossovers?

Firstly, there’s a group of younger customers. In recent years, younger buyers have become more independent, choosing a lifestyle that prioritizes personal experiences and living alone instead of staying with their families like previous generations. This shift in lifestyle influences their car-buying criteria. A 5-seater crossover is often more than enough, even excessive, for these young buyers. This demographic tends to prioritize personal experiences and emotions when choosing a car over functionality or size. And this is where 5-seater crossovers shine—they are packed with technology, offer a refined driving experience, and usually have eye-catching designs.

Additionally, older customers who have previous experience with different types of vehicles also tend to prefer 5-seater SUVs over 7-seaters due to their compactness and efficiency.

Younger buyers prioritize style and driving feel when choosing a car. Image: Phương Lâm.

Another group that favors 5-seater crossovers is those who embrace a single lifestyle. For singles, a 5-seater car may even offer more space than they need, and they don’t have the pressure of accommodating extended family members.

For young families with 3-4 members, a 5-seater crossover is often just right.

This type of vehicle is also a preferred choice for female buyers due to its compact size, which makes it easier to maneuver in urban areas. The designs of 5-seater SUVs are often more stylish, sporty, and eye-catching compared to the more utilitarian 7-seater SUVs.

Therefore, even though they may not be the top-selling models in the market, 5-seater crossovers maintain a steady appeal to a distinct group of customers.

What Makes 5-Seater Crossovers Attractive?

While they may not offer as many seats as some 7-seaters in the same price range, 5-seater crossovers in the 800 million to 1 billion VND range compete with their advantages in performance, design, and brand power.

Hyundai Tucson. Image: TC Group.

For instance, the Hyundai Tucson has won over customers with its distinctively Korean design language, powerful engine, and stable performance. On the other hand, its compatriot, the Kia Sportage, is often referred to as the “beauty queen” of the segment, boasting a stylish and sporty design.

The Honda HR-V is another popular choice, leveraging the strength of its brand and its unique Japanese sporty flair. Recently, Honda introduced a hybrid variant for the HR-V, catering to the electrification trend in the automotive industry. This hybrid model offers a fuel consumption rate of approximately 4.44L/100 km in mixed driving conditions, providing a smooth electric-like acceleration feel while remaining economical and familiar thanks to its gasoline engine.

Honda HR-V.

The Toyota Corolla Cross was one of the first 5-seater crossovers in this price range to offer a hybrid option. With its longstanding brand reputation and the hybrid variant’s impressive fuel economy (around 4.2L/100 km), it presents a compelling package for those who value savings and appreciate Japanese brands.

In recent years, new entrants like the Peugeot 3008 and Lynk & Co 06 have also gained a following with their eye-catching designs and powerful engines that punch above their price tags.

The Ford Territory and Mazda CX-5 have a different advantage—their price. Compared to competitors outside this segment, these two models might not stand out in terms of pricing. However, when compared to other models in the same category, the Territory and CX-5 offer more competitive pricing. As a result, it’s no surprise that the CX-5 and Territory ranked among the top-selling models in the segment, with sales figures of 14,781 and 8,125 units, respectively, in the previous year.

In conclusion, the 5-seater SUV/Crossover segment in the 800 million to 1 billion VND price range continues to hold steady appeal in the market, despite the increasing availability of affordable 7-seaters and urban SUVs. As the trend of prioritizing more seats fades, this segment could become a strategic focus for many automakers, thanks to the combination of technology, convenience, safety, and performance that these vehicles offer.

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