Vietnamese automaker Vinfast opened its first dealership in California, two months after it announced its partnership with a local dealership Sunroad Automotive Group.
The new showroom, located in San Diego, comes as Vinfast continues shifting its business model in the US from its direct-sales to a franchise dealership model.
The brand currently operates “nearly 30 authorized dealerships, with a strong presence across 14 key states in the US, including California, Texas, Florida, Illinois, New York, and others.”
Part of Vietnam’s largest conglomerate Vingroup, the brand announced the partnership with Sunroad in mid-June, saying the store would start operations until the end of the month.
However, the timeline was delayed until mid-August.
Vinfast entered the US in mid-2021, with a direct-to-customer model like Tesla. However, in 2023 it opened distribution to franchised dealers, while keeping 15 showrooms open in California — to which it expanded in 2022.
The initial decision changed last year, when the brand announced it would be closing the stores and focus on looking for dealers to work with.
“12 new Vinfast dealership stores are anticipated to begin opening from April 2024,” the brand said in a statement then.
On Wednesday, the company said that “recognizing the distinct advantages of this distribution channel,” it has recently made a strategic decision “to fully transition to a franchise dealership model in all 50 states, aiming to maximize business efficiency.”
Earlier this month, Bloomberg reported that the company is shifting its strategy, from an initially planed focus on America, to overseas sales in Asia and Europe.
Vinfast opened its first overseas assembly plant in India in the beginning of August, capable of producing 150,000 vehicles a year. The factory will export for South Asian, Middle East and African countries.
It follows the launch of a second manufacturing facility in Vietnam, with a 200,000-vehicle production capacity per year. Vinfast is also planning to open a smaller factory in Indonesia.
The EV maker delivered 35,837 units globally in the second quarter, which a 172% increase from the same period a year ago. Most of its sales are located in Vietnam.
In the US, Vinfast sells the VF8 and VF9 crossovers, which are imported from Vietnam.
As a result, they face both the 25% tariff on auto imports and the additional tariff on Vietnamese goods entering the US — which, as of July, was set on a 20% rate.
The VF8 is priced from $41,100 including shipping, while the VF9 starts at $64,100.
In the first half of 2025, Vinfast registered 947 vehicles in the US, from which 797 were VF8s and 150 were VF9s, according to data from S&P Global Mobility.
Both models can benefit from the $7,500 EV tax credit — until its end on September 30 — only through leasing.
Vinfast is currently advertising lease deals from $279/month and $449/month, on each model respectively.
