With the launch of the VF 3 mini electric SUV, Vinfast created a completely new segment in the Vietnamese auto market. The model's distinctive design, practical functionality, and reasonable price quickly generated excitement and set new records.

Behind this success was a series of well-planned campaigns by Vinfast's Vietnamese marketing team, which kept the vehicle in the spotlight.

First images released by Vinfast at the VF 3 launch. Photo: Vinfast

The design was almost identical to the actual production model. Photo: Vinfast

Interior design concept sketch of the VF 3. Photo: Vinfast

On 9/6/2023, the Vinfast VF 3 was introduced to Vietnamese customers not through a traditional car launch, but without a physical car even present. All information about the small electric SUV at that time was based on designs, digital renderings, and basic specifications.

A communications expert in Hanoi noted that this strategy created anticipation in the market, with most car enthusiasts eager for more information about the vehicle.

"It was the first time a car company launched a vehicle like a tech product. This marketing strategy created a widespread buzz, helping Vinfast maintain excitement for the VF 3 from the moment it was announced. Even almost two years later, the car remains a hot topic," the expert stated. "The VF 3 marketing campaign will be a classic case study in the automotive industry, not just in Vietnam but globally."

VF 3 color options at the time pre-orders opened. Photo: Vinfast

Vinfast also released information about the VF 3 in innovative ways. Regarding product specifications, they focused on basic, easy-to-understand information like dimensions, range, and some key features. Through key opinion leaders (KOLs), they conveyed the message of an eye-catching vehicle with vibrant visuals and diverse color options, even using music to reach younger consumers.

As a result, on 16/5/2024, Vinfast announced nearly 27,700 orders for the VF 3 in 66 hours, less than three days. This equated to one VF 3 pre-ordered every 8.6 seconds, unprecedented in the Vietnamese and regional auto markets. The pre-order deposit for the VF 3 was 15 million VND, non-refundable, non-cancellable, and non-transferable. For the Vietnamese market, almost 27,700 pre-orders in 66 hours was impressive, considering the best-selling car in 2023, the Mitsubishi Xpander, sold nearly 20,000 units, and Honda Vietnam's total 2023 sales were 23,802 vehicles.

The commercial version of the VF 3 debuted at CES in the US on 10/1/2024. Photo: Vinfast

Following the record pre-orders, Vinfast partnered with KOLs for livestreams on e-commerce platforms to increase direct orders. This was the first time a Vietnamese car company opened pre-orders on e-commerce channels through collaborations with influencers. Concurrently, Vinfast hosted livestreams showcasing the VF 3 and guiding buyers through the ordering process.

Beyond boosting sales, Vinfast also allowed users to personalize their vehicles. Customers could choose from free basic colors or select unique color combinations, customizing everything from the body to the roof. The VF 3 was seen as a fashion accessory, with owners bringing their cars to Vinfast events, like the VF 3 tuning competition, or female owners driving around town on International Women's Day (8/3).

Awards won by Vinfast's marketing team at the APAC Effie Awards 2025. Photo: Vinfast

On September 19th, the success of the VF 3's record-breaking nearly 27,700 pre-orders in 66 hours earned Vinfast six major awards at the APAC Effie Awards 2025, considered the "gold standard" in the marketing and communications industry. Vinfast's advertising and marketing campaigns surpassed leading brands and were recognized for tangible results like sales, growth, brand awareness, and influence.

"These awards recognize the vision and creativity of the Vinfast team and motivate us to continue leading and delivering breakthrough products in the global green mobility revolution," shared Duong Thi Thu Trang, Vinfast's Global Vice President of Sales and Marketing.

Quang Anh