In January, the Kia Sportage sold 184 units, a 33% decrease from the previous month. This decline was only surpassed by the Mitsubishi Destinator, which saw a 65% drop in sales. The Destinator's sales reduction was attributed to insufficient supply and a high sales volume in December 2025 from fulfilling accumulated pre-orders. In contrast, the Kia Sportage is an established model, available since June 2022.

Lacking updates in design and features over several years, the Kia Sportage's appeal has gradually diminished. Both distributed by Thaco, the Sportage's price is comparable to the Mazda CX-5, and it is also locally assembled.

According to sales experts, when there is not a significant price difference and safety technology is comparable, consumers tend to prioritize Japanese cars over Korean ones. The current generation Sportage's distinctive and angular design does not appeal to the majority of buyers.

Sportage at the Kia factory in Da Nang (formerly Quang Nam). *Photo: Thaco*

Following the Mitsubishi Outlander's withdrawal from the market, the Kia Sportage has become the slowest-selling model in the segment. A consistent decline in sales across most of its products is the reason for Kia's business challenges in Vietnam over the past three years.

In January 2026, the Honda CR-V was the only model to report sales growth, increasing by 5% while the entire segment declined by 27,5% compared to December 2025, with 7.502 units sold. The CR-V's improved performance is attributed to better supply, following the clearance of inventory in late 2025 in anticipation of a new locally assembled version.

Leading the segment, the Mazda CX-5 maintained its dominant position. With sales exceeding 2.000 units, the CX-5 significantly outsold the Ford Territory, Hyundai Tucson, and VinFast VF 7. Mazda's model alone accounted for 28% of the segment's total sales.

In 2025, total C-segment CUV sales reached 60.057 units, marking a 47,7% increase compared to 2024. This growth was primarily driven by the introduction of new models such as the VF 7 and Destinator, as well as strong growth from the Territory. Considering only internal combustion engine vehicles, sales reached 50.404 units, an increase of nearly 24% from 2024.

This segment also includes models like the Jaecoo J7, Haval H6, and Skoda Karoq, but their manufacturers do not disclose sales figures.

By Pham Trung