Subaru presents a distinct Japanese identity in Vietnam's automobile market. The brand's models do not follow mainstream trends, opting for full Japanese imports despite higher prices compared to competitors in the same segment. At the Vietnam Mobility Show (VnMS) 2025, hosted by VnExpress newspaper, Subaru's unique approach attracted diverse customer groups who prioritize practicality and safety technology.
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Subaru's exhibit area at VnMS 2025. Photo: Thanh Nhan
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Ms. Le Thanh Hai holding the winning trophy for the Forester model.
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Customers exploring the Forester model.
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A salesperson and a customer discussing the Crosstrek line.
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A customer experiencing the Forester's interior.
WRX and Forester are two Subaru models nominated for Car of the Year in their respective segments and across the entire market. Among them, the Forester won the Car of the Year award in the C-segment high-ground clearance category, surpassing many strong competitors like the Ford Territory and BYD Sealion 6.
"We are honored and proud to receive this award", said Le Thanh Hai, General Director of Subaru Vietnam, after the Car Awards 2025 ceremony on 26/12. "This is recognition from industry professionals who deeply understand products and the market".
The Forester's victory holds added significance as VnExpress readers' choice in the voting (where the Forester scored highest) aligned with the judging panel's assessment. Among various criteria, experts most highly value the Subaru model for its operational performance.
Subaru's exhibit area at VnMS 2025. Video: Huy Manh
Subaru's C-segment CUV stands out with a completely revamped interior and exterior design compared to its predecessor. Its off-road strengths, featuring 4-wheel drive and extensive safety technology (EyeSight system), are still present in the new version.
In addition to the Forester, Subaru also showcased its latest B+-segment CUV, the Crosstrek, at the VnMS 2025 exhibit. Quang Linh (Cau Giay, Ha Noi) expressed interest in this Subaru model. "After a test drive, I found the body stable and the steering quite engaging", Linh added.
The Subaru lineup at VnMS 2025 also included the WRX and BRZ, two sports-oriented sedan models. In the test drive area, young customers showed enthusiasm, patiently waiting for their turn to experience these two vehicles.
Pham Trung
