Kia Vietnam Struggles as Sales Plummet 21.6% in 2025

2025 marked a somber milestone for Kia in Vietnam, as the brand recorded its second consecutive year of sales decline. Despite the domestic auto industry’s remarkable 22% surge, the Thaco-assembled and distributed brand joined the ranks of the four automakers with negative growth. Specifically, Kia sold a total of 27,176 units, a sharp 21.6% drop compared to 2024.

This downturn has swiftly eroded Kia’s standing. Once a staple among Vietnam’s top-selling brands, the South Korean automaker has now slipped to the 8th position. Alarmingly, this ranking barely surpasses truck-focused brands like Suzuki and Isuzu, signaling a waning appeal among individual buyers.

Examining Kia’s 2025 lineup reveals a troubling trend: no model achieved growth. Even former bestsellers like the Sonet and Seltos succumbed to the decline, dropping 19% and 4%, respectively. This slump is largely attributed to the rising dominance of Japanese brands and the formidable pressure from VinFast in the affordable segment, once a stronghold for Korean vehicles.

In the A+ CUV segment, the Kia Sonet was outshone by the VF 5. Meanwhile, the Seltos lost its grip in the B CUV segment, trailing far behind the Toyota Yaris Cross, Mitsubishi Xforce, and VF 6 in sales. The influx of Chinese brands further fragmented the first-time buyer market, narrowing Kia’s opportunities.

The K3 sedan (formerly Cerato) epitomizes Kia’s decline. Peaking in 2022 with over 11,400 units sold, its 2025 sales plummeted to a mere 1,682—an 86% drop. In a year when Vietnam’s auto industry shattered records with over 600,000 sales, the K3’s nosedive was a staggering industry shock.

Even the Carnival MPV, which retained some appeal and outperformed its sibling Carens, saw a 28% decline. Other models—Morning, Soluto, Sportage, Sorento, and K5—faded into obscurity, failing to make an impact against direct competitors. With declines ranging from 4% to 61%, Kia faces the daunting challenge of repositioning its products and regaining Vietnamese consumer trust in the coming years.

TH (Tuoitrethudo)

Photos: Kia Vietnam