B-segment CUVs continue to be top sellers in the Vietnamese market, with most models experiencing significant sales growth in 2026. By May, cumulative sales for the entire segment reached 33,433 vehicles, 50% higher than the same period in 2025.

The increase in demand for B-segment high-ground clearance vehicles outpaced the general market growth of 34%. This segment's strong performance is not only a key market trend but also a result of continuous price reductions by manufacturers. These incentives, including cash discounts or registration fee waivers since the beginning of the year, have made many models more accessible to consumers, thereby driving sales growth.

Reported sales figures show promotional discounts ranging from a few million to tens of millions of dong. Every product is part of this price reduction competition. Often, prices listed on manufacturers' websites differ from actual dealership transaction prices, as dealers frequently offer their own incentives to boost sales.

The VinFast VF 6 continues to dominate the segment's sales. In the first five months, the VF 6 sold over 11,000 vehicles, outselling the second-place Toyota Yaris Cross by approximately 4,000 units. This represents an impressive 51% increase compared to its performance in the same period last year.

VinFast's initiatives, including a 6% discount on vehicle value, free charging, voucher offers, and 100% loan support, have broadened the VF 6's appeal. These programs attract various customer segments, from first-time personal vehicle buyers to those purchasing for ride-hailing services. Furthermore, the government's registration fee exemption policy significantly lowers the VF 6's on-road cost compared to many gasoline rivals.

Yaris Cross, the best-selling gasoline car in the segment during the first five months of 2026, on the road in Lam Dong. Photo: Thanh Nhan

The Toyota Yaris Cross has become a "golden goose" for the brand. Capitalizing on supply issues for its main gasoline rival, the Mitsubishi Xforce, and the Xforce's recent minor update, Toyota launched aggressive promotions, including a 50% registration fee waiver, to boost Yaris Cross sales. In the first five months of 2026, Yaris Cross sales reached nearly 7,000 vehicles, an increase of over 62% compared to the same period in 2025.

The Xforce was the best-selling internal combustion engine model in the segment in 2025. In that year, Mitsubishi's vehicle initially lagged behind the Yaris Cross but accelerated later to take the lead. This trend has repeated in the first five months of this year, with the Mitsubishi Xforce trailing its Toyota competitor by approximately 1,700 vehicles.

The Hyundai Creta also saw significant benefits from deep discounts, including both cash and accessory offers. While its updated version, launched in mid-2025, is gaining traction with customers, a substantial sales gap still separates it from the leading competitors.

The Kia Seltos, a former sales leader in the segment, recorded the strongest growth. The introduction of a more affordable 579 million dong version and price adjustments for other variants have made them more accessible. This strategy resulted in an 82% increase in Seltos sales over the first five months compared to the same period in 2025.

The Honda HR-V and Mazda CX-3 remain the two slowest-selling models in the segment.

The B-segment CUV segment also features models such as the Geely Coolray, Omoda C5, Skoda Kushaq, and MG ZS, though their sales figures are not publicly disclosed. In July, the GAC GS3 Emzoom will enter the market as a new competitor.

Pham Trung