Tyler De Masseo's questions to VinFast Auto Ltd (VFS) leadership • Q2 2024
Question
An analyst from BTIG, identified as Tyler De Masseo, requested more details on VinFast's global marketing strategy to boost brand awareness and asked about the underlying factors driving positive EV sentiment among Vietnamese consumers.
Answer
Executive Thuy Thu Le detailed a bifurcated marketing strategy: in Vietnam, they leverage the well-known Vingroup brand and ecosystem, reducing the need for heavy brand awareness spending. In newer international markets like the U.S., the focus is on building brand awareness through product quality, word-of-mouth, and an expanding dealer network. CFO Anh Thi Nguyen added that improving sentiment in Vietnam is underpinned by strong fundamentals, including low four-wheel vehicle penetration and the appeal of affordable EV models.