Don’t Be Surprised by the Decline of the Kia Morning

In the past, the Kia Morning and Hyundai Grand i10 were top-selling models, favored by both commercial transport buyers and young families or first-time car buyers due to their affordable pricing.

However, the golden era of the Kia Morning and Hyundai Grand i10 has faded. Gasoline-powered compact cars are no longer the top choice, and the current struggles of the Kia Morning are not surprising.

Persistent Sales Slump

In March, the Kia Morning first appeared on the list of the 10 slowest-selling cars in the market, with just 31 units sold.

Initially thought to be a one-time occurrence, the Kia Morning has consistently remained among Vietnam’s top 10 slowest-selling cars in subsequent reports.

In the last three months, sales have plummeted, with fewer than 10 units sold monthly. The lowest point came in May 2025, with only 4 units delivered to Vietnamese customers, followed by a mere 7 units in July.

Other compact cars like the Kia Sonet (406 units in July) and Hyundai Venue (169 units) also saw sales declines. However, low-slung models and compact SUVs experienced growth. The Toyota Raize sold 370 units, the Hyundai Grand i10 reached 263 units, and the Toyota Wigo achieved 219 units.

Overall, Vietnam’s compact car segment recorded 1,434 sales in July. The Kia Sonet led, followed by the Toyota Raize and Hyundai Grand i10. The Kia Morning was the slowest-selling compact car and the only one in the overall slowest-selling list.

Increasingly Difficult to Sell

When the Kia Morning first appeared among the slowest-selling cars, it had only two versions available in Vietnam.

Since late February, Kia Vietnam reduced the number of versions for its most affordable model. Now, only the MT version (349 million VND) and the X-Line (424 million VND) remain.

The Kia Morning now offers only two versions in Vietnam.

This reduction in versions has significantly impacted the Kia Morning’s competitiveness in Vietnam.

The Hyundai Grand i10, currently the best-selling affordable compact car, offers six versions across sedan and hatchback body styles. The Toyota Wigo, like the Kia Morning, struggles to compete with the Grand i10 in terms of sales due to its limited versions.

While the Kia Morning has the lowest starting price in its segment, it often faces comparisons with models in adjacent segments.

For instance, the Kia Morning X-Line’s 424 million VND price tag is less appealing when compared to the Mazda2 sedan, which starts at 403 million VND in the compact sedan segment.

Many compact sedans offer competitive pricing compared to the Kia Morning. Photo: Thaco, MMV.

The Mitsubishi Attrage CVT Premium is available for 444 million VND after all August discounts. Similarly, the Honda City G is priced at 450 million VND with official promotions.

The Kia Morning and other compact cars also face pressure from electric vehicles. The Wuling Mini EV starts at 197 million VND, the VinFast VF 3 at 299 million VND, and the Minio Green at just 269 million VND.

The Kia Morning’s outdated design compared to the rest of Vietnam’s auto market further hinders its sales.

The current versions of the Kia Morning were launched in 2020 and have received no updates since. In nearly five years, models like the VinFast Fadil and Honda Brio have been discontinued, the Toyota Wigo temporarily withdrew and returned, and the Hyundai Grand i10 received upgrades, while the Kia Morning remains unchanged in design or features.

Have Vietnamese Consumers Lost Interest in Affordable Cars?

The Kia Morning’s presence among the slowest-selling cars symbolizes the decline of compact cars but does not represent the entire segment’s performance.

As mentioned, models like the Kia Sonet, Toyota Raize, and Hyundai Grand i10 maintain steady, albeit not high, sales in Vietnam.

Compact cars like the Kia Sonet and VinFast VF 5 remain appealing to Vietnamese buyers. Photo: Thaco, VinFast.

Compact cars, both low-slung and SUVs, face significant pressure from various sources. However, the segment is unlikely to fade away like compact hatchbacks have. There remains a market for affordable gasoline cars, sufficient to keep models like the Kia Sonet and Hyundai Grand i10 in Vietnam.

The Kia Morning itself could see improved sales with a major upgrade. Its outdated design is a key factor in its slow sales, and addressing this could lead to some recovery.

A major upgrade for the Kia Morning in Vietnam could turn its fortunes around. Illustration: Drive.

Overall, Vietnamese consumers still show interest in compact cars. Their affordability and suitable size ensure their continued presence in Vietnam. Notably, small electric vehicles like the VF 3 and VF 5 currently lead market sales.

The Kia Morning still has opportunities, but it must await its next major upgrade. Amid the rise of electric vehicles and SUVs, can the Kia Morning regain its former glory? Only time will tell.

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