The D-segment SUV market in Vietnam experienced significant overall growth in Q1 compared to the same period last year. Beneath this general expansion, a strong differentiation emerged: Ford Everest overwhelmingly dominated the market share, while several "veteran" models saw a decline in sales.

In the first three months of 2026, the entire D-segment SUV market sold a total of 5,892 units, marking a 34.2% increase from the 4,391 units recorded in Q1 2025. Sales activity throughout the quarter followed a V-shaped trend. Starting strong with 2,557 units in january, the market quickly dipped to 1,170 units in february, coinciding with the Tet lunar new year holiday, before rebounding to 2,165 units in march.

The Ford Everest stood unrivaled at the top of the sales charts. The US brand's SUV demonstrated its strength by selling 3,580 units in Q1 2026, far surpassing its segment rivals. This represents a 67.8% growth compared to the 2,134 units sold in Q1 2025. Notably, the Everest's sales increase alone, totaling 1,446 units from Q1 2025 to Q1 2026, nearly matched the entire segment's growth of 1,501 units. With 3,580 units sold, the Everest accounted for over 60.8% of the segment's total 5,892 units.

The second bright spot in the segment was the Mazda CX-8, which delivered 932 units in Q1 2026. Thanks to a 46.8% increase from 635 units in the same period last year, the CX-8 overtook formidable competitors like the Hyundai Santa Fe and Toyota Fortuner to secure second place.

Everest sales reached 3,580 units in Q1 2026, capturing 60.8% of the segment's market share. Photo: Ford

In contrast to the thriving performance of the Everest and CX-8, two models that once dominated the segment experienced declines. The Santa Fe recorded sales of 693 units in Q1 2026, a decrease from 789 units in Q1 2025. The Fortuner faced a similar situation, with sales falling from 594 units in Q1 2025 to 434 units in Q1 2026. This decline pushed Toyota's model down to 4th position.

The Kia Sorento and Isuzu mu-X struggled at the bottom of the segment. The Sorento saw a slight increase, from 175 units in Q1 2025 to 194 units in Q1 2026, but this was not enough to break away from the lower-performing group. The mu-X continued to occupy last place with 95 units sold in the first three months of 2026, an increase of 31 units compared to 64 units in the same period last year.

Minh Vu