Lexus drives ahead of the pack

The launch of the Toyota Motor Vietnam (TMV) showroom of hi-end Lexus car brands imported into Vietnam through direct contracts is proposed for late 2013 or early 2014.

Compared to other luxurious car brands, Lexus features strong visibility in the Vietnamese markets with a wide variety of models.

In fact, around 6,000 Lexus brand cars have made forays into Vietnam via different channels from 2007 to the end of 2012.

But, none  entered Vietnam through direct contracts with genuine manufacturer or authorised dealers.  

A director of a firm used to trade in Lexus cars from US market into Vietnam said before Ministry of Industry and Trade’s (MoIT) Circular 20/2011/TT-BCT came into force Lexus cars were imported into Vietnam in big volumes by commercial firms. Each year, his firm imported nearly 100 Lexus cars into Vietnam under orders from local customers.

MoIT’s Circular 20 stipulates additional procedures for imported cars from nine seats or less in a bid to increase traffic safety in Vietnam.

Among top car brands, German brands Mercedes-Benz, Audi and BMW made their presence felt in Vietnam through direct contracts with manufacturers or authorised dealers.

Audi and BMW brands have opened several showrooms in Vietnam for sale and guarantee services and are making strides for brand promotion.

In respect to Mercedes-Benz brand, around 30,000 car units of diverse models were imported into Vietnam in the past 17 years, 50 per cent of them were under nine seat passenger cars.

Mercedes-Benz has 12 Vietnamese dealers, the largest in number among top car brands in Vietnam and envisages expanding footprints in the Vietnamese market in 2013.

Not only strong in dealer system and services, Mercedes-Benz brings unrivalled added value to its customers through linkages with elite golf sport through its annual MercedesTropy tournament or Mercedes Celebrity Club with participation of well-known show stars.

Mercedes Tropy 2013 tournament alone attracted around 6,000 golfers and 60 per cent of whom were business managers and affluent people.

In the 2012 tournament season, 50 top-end Mercedes Benz cars were put as prizes to golfers with magic hole-in-one tee-offs.