Throughout its 30-year journey in Vietnam, Ford has maintained a focus on market development, providing business customers with safe and efficient mobility solutions and experiences.
This journey began in 1995, when relations between Vietnam and the US were normalized, opening doors for foreign investment and technology. Ford Motor was among the first companies to lay the foundation for Vietnam's modern automobile industry, marking a significant step in diplomatic relations between the two countries.
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Assembly line at the Ford Hai Duong plant (now in Hai Phong). Photo: Ford Vietnam |
Assembly line at the Ford Hai Duong plant (now in Hai Phong). Photo: Ford Vietnam
With an initial investment of 102 million USD, the largest among major global automakers, Ford received an investment license and began construction of an assembly plant in the former Hai Duong province. According to the company, beyond being a mere industrial project, this plant represented a long-term vision and demonstrated Ford's commitment to investing and growing with the Vietnamese market. After two years of construction, the Ford Hai Duong plant officially commenced operations with a designed capacity of 14,000 vehicles per year.
Following years of success in the Vietnamese market, Ford invested an additional 82 million USD in 2020 to expand the plant, bringing the total investment to over 200 million USD. The production line was comprehensively upgraded, increasing capacity to 40,000 vehicles per year and creating direct employment for over 1,200 workers. 90% of the workforce is local, with 20% being women.
In addition to serving the domestic market, the plant also produces new-generation vehicles for the Asia-Pacific region. Across its network of 56 dealerships and branches, Ford has created nearly 7,000 direct and indirect jobs, contributing to the development of Vietnam's auto industry.
Ford's development strategy in Vietnam is based on market demand and anticipating mobility trends. From its initial models like the Laser and EcoSport, Ford's current main product lines include the Ranger, Everest, Transit, and Territory. At various times, three of these four models have held leading positions in their respective market segments. The Territory, launched in 2022, quickly became the second best-selling C-segment SUV.
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The new Territory at its launch in Vietnam. Photo: Ford Vietnam |
The new Territory at its launch in Vietnam. Photo: Ford Vietnam
A Ford representative stated that Vietnam is the first market where the company has implemented its 4-hour free mobile repair service, available in Hanoi and Ho Chi Minh City. Ford also continues to invest in digital infrastructure and mobility solutions, such as the FordPass app, which enhances the vehicle ownership experience for users.
Towards the next 30 years
As part of its new development phase, Ford has introduced an upgraded version of the Territory and the Mustang Mach-E, its first all-electric model in Vietnam.
The new Ford Territory features design upgrades, enhanced connectivity, and greater comfort to meet the needs of urban users. The front end is highlighted by full LED headlights. The grille and front bumper have been redesigned. The interior includes charging ports for both rows of seats and a 12.3-inch central screen with Apple CarPlay and Android Auto compatibility.
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Mustang Mach-E, Ford's first all-electric vehicle in Vietnam. Photo: Ford Vietnam |
Mustang Mach-E, Ford's first all-electric vehicle in Vietnam. Photo: Ford Vietnam
The Mustang Mach-E embodies Ford's vision for smart mobility and electrification in Vietnam. This model is equipped with advanced technologies, including: driver-assistance systems, intelligent operation management, and various connectivity features. Deliveries of the new Territory and Mustang Mach-E are expected to begin around the end of September.
In terms of social responsibility, Ford's Driving Skills for Life program has trained over 18,000 drivers nationwide, attracting over two million online views in its over 15 years of operation. Ford also supports technical education by donating engines and transmissions to vocational schools and universities; participating in emergency relief efforts during floods and storms; and donating ambulances during the Covid-19 pandemic. Vietnam is also the first market outside North America to implement the global "Building Together" initiative, a program combining Ford Philanthropy, Ford, and its dealer network in a joint effort to support the community.
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Ford Vietnam representative at the Building Together global initiative launch event. Photo: Ford Vietnam |
Ford Vietnam representative at the Building Together global initiative launch event. Photo: Ford Vietnam
Last year, Ford Vietnam achieved record sales with 42,175 vehicles, representing approximately 10% of the Vietnamese auto market share. In the first half of this year, Ford achieved sales of 21,700 vehicles, a 23% increase compared to the same period last year.
"The 30-year milestone is a testament to Ford's enduring journey in Vietnam and also ushers in a future with stronger advancements. We will continue to innovate, enhance customer experiences, and contribute to socio-economic development," emphasized Ruchik Shah, General Director of Ford Vietnam.
Quang Anh
