Statistics for 1/2026 from VAMA (Vietnam Automobile Manufacturers' Association) reveal a stark contrast within the D-segment SUV category. Total sales for the entire segment reached 2,557 units, a threefold increase compared to the 946 units sold in 1/2025.
Ford Everest: King of the segment
While Everest's reign as king of the segment was expected, its market dominance has competitors wary. The American SUV recorded sales of 1,390 units, a substantial 363.3% increase compared to 300 units sold in the same period last year.
Currently, Everest alone holds 54% of the entire segment's market share. This means that for every two D-segment SUVs sold in Vietnam during 1/2026, at least one carried the Ford logo. This dominance stems from Everest's sustained appeal in design and performance, despite price fluctuations and competition from South Korean models.
The neck-and-neck race for second place
Behind Everest's considerable lead, Mazda CX-8 and Hyundai Santa Fe are in a close race. The CX-8 currently leads with 382 units, an 86.3% increase. Santa Fe is close behind with 381 units. Notably, despite ranking third, Hyundai's model showed an impressive recovery of 145.8% compared to its low of 155 units in 1/2025.
The difference of just one unit between these two models highlights the ongoing fierce competition between practical Japanese vehicles and stylish South Korean models.
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Ford Everest captured 54% of the D-segment SUV market share in Vietnam in 1/2026. Photo: Ford |
Bottom of the rankings: A mixed picture
In the lower half of the rankings, Toyota Fortuner maintained stable but unremarkable performance with 269 units sold, a 40.8% increase. Kia Sorento performed well, doubling its sales from the same period to reach 105 units.
However, the biggest "low note" belonged to other Japanese representatives. Isuzu mu-X continued to struggle at the bottom of the table with only 30 units delivered to customers in 1/2026, a slight 15.4% increase compared to 26 units in 1/2025. Meanwhile, the Mitsubishi Pajero Sport has been discontinued.
1/2026 serves as evidence of a strong recovery in purchasing power within the D-segment SUV segment. However, market differentiation is becoming increasingly pronounced. Everest has created its own "empire", forcing remaining competitors into a battle for survival to divide the smaller portion of market share.
Minh Vu
