Continuing its role as one of the market's most in-demand segments, most B-segment CUV models saw strong sales growth in the first half of 2026, with the exceptions of the Honda HR-V and Mazda CX-3. Several models in this segment are currently key products for their respective manufacturers.
Total segment sales over the past six months reached 40,798 units, an increase of 43,2% compared to the same period in 2025. The largest contributions to this growth came from two models: the VinFast VF 6 and Kia Seltos, with increases of 64,2% and 73,9% respectively.
The VinFast model increased its sales by more than one and a half times, from 8,552 units in the first half of 2025 to over 14,000 units in the same period of 2026. Catering to diverse needs, including both personal use and ride-hailing services, the VF 6's sales dominate the segment. A lead of nearly 6,000 units over its closest competitor, the Toyota Yaris Cross (averaging 1,357 units per month), clearly demonstrates this overwhelming advantage.
Despite ranking 5th in sales and being far from the top group, the Kia Seltos's highest growth rate in the segment is a positive sign. The distributor, Thaco, reduced the retail price, bringing the Seltos to its lowest level since its introduction (549-689 million VND), which is the primary reason for the model's improved appeal.
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The Seltos at an official Kia dealership in TP HCM. Photo: Thanh Nhan
The Japanese duo, the Yaris Cross and Mitsubishi Xforce, have maintained steady growth over the past two years, dominating sales in the gasoline and hybrid vehicle segment. Toyota's product currently holds an advantage, with a lead of over 1,800 units against the Xforce, thanks to continuous promotional programs. In contrast, inconsistent supply for the Xforce in certain months led to results that did not meet expectations.
The Hyundai Creta also improved its sales compared to the first half of 2025 but did not match the top competitors. The price advantage once held by the Creta or Seltos no longer exists, as Japanese and more recently, Chinese models are now competing similarly.
The HR-V and CX-3 continued their downward sales trend in the first half of 2026. The Honda model boasts several operational advantages but its high price led to a 3,1% sales decrease compared to the first half of 2025. Meanwhile, the CX-3 has for many years served primarily as an additional option in the segment, with its sales in the first half of 2026 plummeting by 62,5% compared to the same period in 2025.
The B-segment CUV group in Vietnam is set to become more vibrant in the second half of 2026 with the arrival of new contenders such as: the GAC GS3 Emzoom and Jaecoo J5.
Pham Trung
