Luxury cars are arriving in droves ahead of the Ghost Month.
Even before the year-end peak, the Vietnamese automotive market has continuously welcomed new luxury car models from brands such as BMW, Volkswagen, Audi, Mercedes-Benz, MINI, Lexus, Lynk & Co, etc., spanning various segments with prices ranging from nearly 2 billion to 9 billion VND.
Most recently, THACO introduced the new generation BMW X1 at a price of 1.689 billion VND. This compact luxury SUV has been comprehensively upgraded, uses a 2.0L turbocharged engine, and has a price advantage over many competitors such as the Audi Q3 and Volvo XC40. The X1 is currently imported from Germany but is expected to be assembled domestically, giving the company more control over supply and pricing.
In the higher segment, Volkswagen Vietnam has started accepting deposits for the ID. ERA 9X. This is a large luxury electric SUV expected to be priced under 3 billion VND and delivered from the end of October. A new feature of this vehicle is the use of EREV technology, which combines an electric motor with a gasoline engine that only serves as a generator, targeting customers who want to use electric vehicles but are concerned about charging infrastructure.
At the end of July, the MINI Aceman, a compact electric crossover, was launched with a price of 2.41 billion VND. This luxury car targets young customers who appreciate distinctive design and technology but don't want to own something too common. The car retains MINI's signature design language with its rounded shape, compact size, and the new MINI OS operating system.
Previously, the Mazda CX-60 and CX-90 were also brought to Vietnam, priced from 1.699 billion and 1.899 billion VND respectively. The CX-60 belongs to the D-segment SUV category, while the CX-90 is a large, three-row SUV targeting families who need spacious interiors and a hybrid powertrain.
Also in June, Audi brought the new generation Q3 and Q5 to Vietnam, priced from 2.099 billion and 2.849 billion VND respectively. The Q3 belongs to the compact luxury SUV segment, competing with the BMW X1 and Mercedes-Benz GLA, while the Q5 is in a higher segment. Both also have a Sportback variant, focusing on sporty design and a range of new digital technologies .
Another German automaker, Mercedes-Benz, has also added the GLS 450 4Matic facelift version for 2026, priced at 5.689 billion VND. In addition, the Mercedes-Maybach GLS 480 4Matic facelift is expected to cost 8.999 billion VND, targeting customers seeking a more luxurious and distinctive SUV.
Additionally, the Lynk & Co 900 has recently entered the Vietnamese market with a price tag of 3.069 billion VND. This model belongs to the large 6-seater SUV segment, uses a plug-in hybrid (PHEV) powertrain, and competes with high-end 6-7 seat SUVs on the market.
Thus, in a short period of time, the luxury car market has seen the emergence of many more options across different price ranges and technologies, from traditional gasoline cars, hybrids to pure electric vehicles and even the new EREV technology.
The luxury car race heats up at the end of the year.
The influx of new luxury cars into the Vietnamese market is occurring against the backdrop of a heated automotive market in July, with a significant increase in the supply of new vehicles, especially imported ones.
According to the General Statistics Office ( Ministry of Finance ), in July 2026, approximately 75,091 new cars were added to the Vietnamese market, including domestically produced and assembled vehicles and imported vehicles.
Notably, the number of completely built-up imported vehicles in July reached 29,991 units, worth $597 million; an increase of 17.1% compared to the previous month and 59.8% compared to the same period in 2015. This is the highest number of imported vehicles in a single month in many years.
Including the first seven months of the year, 178,223 completely assembled cars were imported into Vietnam with a total value of US$3.456 billion, an increase of 46.7% in volume and 30.3% in value compared to the same period last year.
Speaking to VietNamNet, marketing expert Nguyen Van Phuong commented that, despite abundant supply and the continuous introduction of new products, the luxury car market is unlikely to experience a breakthrough immediately during the Ghost Month. This is because Vietnamese people tend to avoid purchasing large assets, especially cars, during this period, which may slow down the purchasing decisions of luxury car buyers. However, this slowdown is likely to be short-lived.
"Entering September, when market sentiment returns to normal and year-end shopping demand begins to increase, the luxury car segment is predicted to become significantly more vibrant. The fact that manufacturers continuously brought new products to Vietnam in June-August also shows that they have prepared their inventory to welcome this period," Mr. Phuong said.
According to the expert, the year-end race will therefore not only be about price or promotions. For high-net-worth customers, technology, powertrain, and user experience are increasingly becoming differentiating factors. From hybrids, PHEVs, pure electric vehicles to EREVs, manufacturers are bringing more options to the market, instead of just competing on brand name.
In this context, the final months of the year could become the time when luxury car manufacturers intensify their efforts to enhance real-world experiences, test drives, product personalization, and sales policies to persuade customers.