Los Angeles-VinFast, a Vietnamese start-up company, launched two electric concept cars here, officially launching its global brand in the United States.
The crossover shown on Wednesday is a preview of the upcoming models:
The medium-sized VF e35 has a range of 285 and 301 miles.
The full-size three-row VF e36 has a cruising range of 301 and 422 miles.
These crossovers are equipped with intelligent infotainment systems, including in-vehicle control functions such as voice assistants, virtual assistants and e-commerce services, to name a few.
Pricing will be announced in the spring.
VinFast CEO Michael Lohscheller told Automotive News that the company’s three pillars are: to provide consumers with attractive world-class products, reasonable prices and high-quality customer service, which will include a mobile customer team.
“With this product quality, reasonable price and excellent service, we think we have good electrical products,” Loscheller said.
As part of its product strategy, VinFast will allow customers to rent batteries for vehicles to help alleviate concerns about battery obsolescence. The e35 and e36 will provide a 10-year warranty, which includes the battery. In addition, the company plans to include a strong charging station strategy as part of its product plans in the United States.
“In Vietnam, VinFast is building 40,000 charging stations because everyone realizes that if you don’t have a charging station, electrification will not take off as everyone in the industry thinks,” Lohscheller said.
VinFast’s distribution strategy will include its own stores and plans to open 60 stores in California, using a US retail strategy similar to Tesla.
“We want to provide our customers with outstanding customer service,” VinFast US CEO Nguyen Van Anh told CNN Business on Wednesday. “So we want to control the customer journey from A to Z.”
To help the brand position itself in the United States, VinFast plans to hold a series of special events in the coming months.
A major component of its US marketing strategy includes targeting consumers beyond today’s typical electric car buyers and positioning the company as an inclusive brand in terms of electrification.
Its product strategy includes establishing a production plant in the United States in the second half of 2024.
Photo gallery: VinFast VF e35, e36 concept
“When you launch a new brand, you have to do it well,” Lohscheller said. “You only have one chance… to position the brand correctly, to position the brand, and to shape the image. I do think we have high costs and attractive prices, but in the final analysis, few people know VinFast… .. And so to establish this brand awareness and turn it into consideration and purpose, this is the key.”
VinFast plans to expand to Europe and Canada in the next few months. It is expected to open US order banks for VF e35 and VF e36 in the spring, and deliveries are expected to begin in the fourth quarter of next year.
VinFast was established in 2017 and belongs to Vingroup, which is one of the leading private enterprise groups in Southeast Asia. Vingroup was established in 1993. As of November 4, the total capital from three listed companies was 35 billion U.S. dollars. It currently focuses on three main areas: technology, industry and services.