Mercedes, Audi, Lexus cancel Vietnam's largest auto show in 2024

Vietnam Motor Show (VMS) is organized by the Vietnam Automobile Manufacturers Association (VAMA) and the Vietnam Automobile Importers Association (VIVA) from October 23-27 in Ho Chi Minh City. VMS returns after a one-year postponement. This year's theme is Technology and Environment.

VMS 2024 will not feature many luxury brands, especially Mercedes, Lexus and Audi, three brands that have appeared regularly at previous exhibitions. Mercedes, the luxury car company with the largest market share in Vietnam, did not specify the reason for its absence. Previously, Mercedes often participated with the largest fleet of cars and the largest booth area.

For Audi, after Pon Group became the new importer and distributor, there were some changes in the business strategy in Vietnam. Not participating in VMS 2024 is part of the company's plan to reposition the Audi brand.

"We want Audi to appear at more exclusive and luxurious events," said Mr. Ferry Enders - CEO of Audi Vietnam, at the opening event of a new showroom in District 7, Ho Chi Minh City in March.

Another luxury car brand, Lexus, will not be attending VMS 2024. In previous years, Lexus and its parent brand, Toyota, have appeared together at the biggest auto show in the world. The company has not yet clarified the reason for its absence.

In addition to Lexus, Audi, Mercedes, car manufacturers with large market shares in the automobile market such as VinFast, Hyundai, the 5 brands of Truong Hai: BMW, Mini, Kia, Mazda, Peugeot, popular brands such as Nissan, Haval, Wuling are also absent. The same goes for brands that have attended the previous exhibition such as Jeep, MG, Morgan.

VMS 2024 currently has 11 brands confirmed to participate, including Ford, GAC, Honda, Isuzu, Mitsubishi, Skoda, Subaru, Suzuki, Toyota, Volkswagen, Volvo. Thus, in the luxury car segment, only Volvo is present at the exhibition. Besides that, there are 3 motorbike brands, including Honda, SYM and Yamaha. VMCS, the largest exhibition for the domestic motorbike industry, has stopped organizing for many years.

This year’s exhibition will feature the participation of a new brand, GAC, from the Guangzhou Automobile Group. GAC is the parent company of Aion, a brand that will be launched in Vietnam in mid-May. Ford, in particular, will return to the exhibition after several absences. Electric vehicle manufacturer BYD also plans to participate in VMS, although nothing is clear yet, as the company has not yet launched, with an expected schedule of late June.

Vietnam Motor Show - VMS is the largest playground of the domestic automobile industry, gathering car manufacturers under VAMA and pure import manufacturers (VIVA). This event is usually held in the last week of October every year, both as a place to introduce new car models appearing for the first time in Vietnam, and as an opportunity for companies to promote their image, implement promotional programs, sales, and prepare for the year-end sales season and the Lunar New Year.

The cost of participating in the exhibition is billions of dong. Therefore, many companies consider participating if the results are not commensurate, especially in the context of economic difficulties and a weak auto market. Major companies such as Hyundai, Toyota, and Mercedes in 2023, the year VMS will not take place, will also organize their own mini-exhibitions to promote their brands. Other companies increase their budgets for test-drive events in many provinces and cities to expand their customer base.