Skoda leads brand expansion in the Vietnamese market. Photo: Skoda

Established in 1895, Skoda is a long-standing Czech automobile brand, part of the world's leading automotive group, Volkswagen. Beyond its proud history, Skoda states that in Vietnam, the company focuses on addressing the practical question of how to deliver products that truly meet the travel needs and usage habits of Vietnamese consumers.

Having entered the Vietnamese market in 2023 through a partnership with Thanh Cong Group (TC Group), Skoda is building a sustainable foundation by understanding consumer needs, investing in expanding its operational system, and gradually diversifying its product portfolio. Through this approach, Skoda and Thanh Cong Group demonstrate a commitment to sustainable development in Vietnam and aim to expand their presence in Southeast Asia.

Skoda Kushaq – a flexible SUV for daily use and Skoda Slavia – a European-style sedan, both assembled in Vietnam. Photo: Skoda

According to the company, Vietnam is a promising market due to its population of over 100 million people, a rapidly growing middle class, and low automobile ownership rates. The culture of car usage is also evolving, moving from a mindset of meticulous preservation to viewing the car as an integral part of daily life. "Skoda views Vietnam not just as a consumer market, but as a foundation for its development ambitions in Southeast Asia," a company representative said.

The Skoda automobile assembly plant in Quang Ninh, invested by local partner TC Group, will serve domestic demand and provide capacity for future expansion plans. The company highlighted the strong cooperative relationship between Vietnam and Czech, along with its local partner Thanh Cong – a leading domestic automotive industrial group – as key advantages that help the brand accelerate direct access to local consumers.

Skoda Kodiaq and Skoda Karoq are two SUV models imported from Europe. Photo: Skoda

Skoda's product portfolio in Vietnam is developed to meet common usage needs, such as urban commuting, family use, or long-distance travel.

The brand's product range began with completely built-up (CBU) imported models, Kodiaq and Karoq, which users highly praised for their quality and experience. With the goal of gradually increasing the localization rate, the Kushaq and Slavia models, locally assembled and launched in 2025, are progressively taking a leading role in the product lineup in Vietnam. The company states that local production allows the brand greater flexibility in configuration and pricing, making it suitable for a market that values practicality and after-sales service.

Skoda Kodiaq and Skoda Kushaq in outdoor advertising (OOH) in TP HCM. Photo: Skoda

The Skoda Kushaq is positioned in the B-segment SUV category, designed for daily flexibility, with two versions, Ambition and Style, catering to diverse urban and family travel needs. Additionally, the Slavia is a B-segment sedan, combining European design language and practicality, with three optional versions for users. "Both models reflect Skoda's efforts to bring European quality and experience closer to Vietnamese consumers," a company representative said.

In late 2025, Skoda also introduced the high-performance Octavia RS model in Vietnam, further expanding its product range to meet market demand.

Skoda's brand campaign promotional film. Source: Skoda

After establishing its foundation, Skoda launched the "Mark Every Journey" campaign, centered on a familiar perspective of Vietnamese users: the tendency to keep cars clean, new, and free of scratches.

This campaign redefines the value of a car by reframing this perspective. In Skoda's narrative, marks on a vehicle are not seen as flaws from use, but as imprints of experiences. These could be mud-splattered tires after a weekend trip, scratches from navigating narrow alleys, or dust remaining after a long journey.

According to the company, the spirit of discovery is measured not by distance, but by how frequently the car is present in users' daily lives. Following its film debut, the campaign was deployed across outdoor advertising and digital platforms, featuring the Kodiaq, Karoq, Kushaq, and Slavia in common travel scenarios.

"In the first two weeks, the campaign recorded over 182 million impressions and 11,3 million video views. This is how the brand emphasizes its 'Companionship' approach, returning the car to its true role of serving daily travel experiences," a company representative said.

Skoda states that it will continue to deepen its collaboration with TC Group in assembly, localization, distribution network development, and product portfolio expansion in the coming period. The company notes that this is a key part of its development strategy in Southeast Asia.

Content: Quang Anh

Design: Hang Trinh

Discover Skoda models here.