Mercedes-Benz Vietnam

What Mercedes-Benz Vietnam does

Mercedes-Benz Vietnam is the Vietnam-market subsidiary of Mercedes-Benz Group AG (Frankfurt-listed parent, MBG ticker, DAX constituent), distributing luxury passenger vehicles through an authorized dealer network with physical showrooms and service facilities in Ho Chi Minh City, Hanoi, Da Nang, and other major Vietnamese cities. The portfolio comprises 22 vehicle models spanning sedans (CLA, C-Class, E-Class, S-Class, EQS Saloon), SUVs (EQB, EQE SUV, EQS SUV, GLC, GLE, GLS, G-Class), coupés (Mercedes-AMG GT), cabriolets/roadsters (Mercedes-AMG SL, Mercedes-Maybach SL), and the V-Class MPV. Powertrains span petrol, plug-in hybrid, and fully electric (EQ family), with vehicle technology centered on the parent-developed MBUX infotainment system featuring AI-driven adaptive software and the Hyperscreen display. Three sub-brands operate under the Vietnam entity: Mercedes-AMG for high-performance variants, Mercedes-Maybach for ultra-luxury exclusive models, and Mercedes EQ for the electric lineup.

The go-to-market combines enterprise field sales through authorized dealers with direct-to-consumer digital channels via mercedes-benz.com.vn, which supports online vehicle configuration, an online showroom for nationwide inventory search, test-drive booking, and digital service appointment booking. Revenue streams include one-time new vehicle sales (starting prices from VND 1.599 billion for the C-Class up to VND 8.199 billion for the Mercedes-Maybach S-Class), certified pre-owned vehicle sales, recurring after-sales service and maintenance subscriptions, financing and insurance commissions, and sales of technical accessories, tires, charging equipment, and Mercedes-Benz Collection merchandise. Promotional financing at 6.5% fixed interest is offered through July 2026 for C-Class, E-Class, and GLC models. Customer segments are horizontal: affluent individual consumers as the primary segment, with secondary segments in corporate fleet buyers and premium transportation/chauffeur services. The entity is not separately publicly traded and no revenue figures are disclosed at the Vietnam level.

Name

Mercedes-Benz Vietnam

Legal name

Mercedes-Benz Vietnam

Website

https://mercedes-benz.com.vn

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Mercedes-Benz Vietnam is a subsidiary of Mercedes-Benz Group AG that distributes luxury passenger vehicles through an authorized dealer network, offering 22 petrol, plug-in hybrid, and electric models across sedans, SUVs, coupés, roadsters, and MPVs for affluent individuals, corporate fleets, and premium transportation services.

Ownership category

akta.pro rank

Headquarters

HQ city

Ho Chi Minh City

HQ country

Vietnam

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Vehicle Sales: Primary revenue from sale of new Mercedes-Benz passenger vehicles including sedans, SUVs, coupes, cabriolets, and MPVs. Full range from entry-level C-Class to ultra-luxury Mercedes-Maybach S-Class. Vehicle sales supported by financing options including fixed interest rate promotions.
2. Certified Pre-Owned Vehicles: Sale of certified pre-owned Mercedes-Benz vehicles providing warranty-backed alternatives to new vehicle purchases.
3. After-Sales Service & Maintenance: Comprehensive service offerings including scheduled maintenance, repairs, roadside assistance, and spare parts through authorized dealer network.
4. Technical Accessories & Merchandise: Sale of technical accessories, tires, charging equipment, Mercedes-Benz Collection merchandise, and car care products.
5. Financing & Insurance: Financial products including vehicle financing and insurance services offered through the dealer network.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Mercedes-Benz Vietnam sells luxury passenger vehicles including sedans, SUVs, coupés, cabriolets, roadsters, and MPVs through an authorized dealer network across Vietnam. The portfolio spans petrol, plug-in hybrid, and fully electric powertrains (EQ family) under the Mercedes-Benz, Mercedes-AMG, and Mercedes-Maybach sub-brands. The company complements vehicle sales with financing, insurance, certified pre-owned sales, after-sales service, roadside assistance, technical accessories, and spare parts.

Product overview

Mercedes-Benz Vietnam offers a comprehensive portfolio of luxury vehicles across multiple segments. The core Mercedes-Benz brand encompasses electric vehicles (EQ family: EQS Saloon, EQS SUV, EQE SUV, EQB, and electric G-Class), traditional sedans (CLA, C-Class, E-Class, S-Class), SUVs (GLC, GLE, GLS, G-Class), coupés, cabriolets, and vans (V-Class). Supported by two sub-brands: Mercedes-AMG delivers high-performance sport variants, while Mercedes-Maybach provides ultra-luxury exclusive models based on flagship vehicles. The portfolio includes 22 models spanning petrol, plug-in hybrid, and fully electric powertrains, with services including vehicle sales, financing, service/repair, and roadside assistance.

Differentiator

Problem solved

Functional benefit

Brands

• Mercedes-AMG: High-performance luxury vehicles and sports cars
• Mercedes-Maybach
• Mercedes EQ

Products and services

• CLA Saloon (Electric)

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• BMW Vietnam: BMW's official Vietnam sales and distribution operation offering a comparable luxury passenger vehicle lineup (sedans, SUVs, EVs, M performance sub-brand) through an authorized dealer network across HCMC, Hanoi, and Da Nang. Direct head-to-head competitor across nearly every Mercedes-Benz Vietnam model segment.
• Land Rover Vietnam: Land Rover's authorized Vietnam distributor selling Range Rover, Defender, and Discovery SUVs. Directly competes with Mercedes-Benz Vietnam's GLE, GLS, G-Class, and Maybach GLS models in the premium and ultra-luxury SUV segments.
• Volvo Car Vietnam: Volvo Cars' Vietnam distributor selling premium sedans (S60, S90) and SUVs (XC40, XC60, XC90) including the EX30 and EX90 EVs. Competes directly with Mercedes-Benz Vietnam in the executive and family luxury segments with strong safety positioning.
• Bentley Motors Vietnam: Bentley's authorized Vietnam presence distributing Continental, Flying Spur, Bentayga, and Mulliner models. Overlaps with Mercedes-Maybach and Mercedes-AMGT 4-Door Coupé for affluent Vietnamese buyers seeking ultra-premium and performance vehicles.
• Porsche Vietnam: Porsche's Vietnam operation selling 911, Cayenne, Macan, Panamera, Taycan EV, and related luxury performance vehicles. Competes with Mercedes-AMG and Mercedes-Maybach sub-brands at the high end of Mercedes-Benz Vietnam's portfolio.
• VinFast: Vietnamese domestic EV manufacturer backed by Vingroup, producing VF 6, VF 7, VF 8, VF 9, and luxury VF Wild concept vehicles with rapidly expanding local production. The most strategically important local competitor to Mercedes-Benz Vietnam's EQ lineup, with government support and a fast-growing charging network.
• Rolls-Royce Motor Cars Vietnam: Rolls-Royce's ultra-luxury sedans and SUVs (Ghost, Phantom, Spectre EV, Cullinan) sold through authorized representation in Vietnam. Competes with the top end of Mercedes-Maybach S-Class and Maybach EQS SUV for Vietnamese ultra-HNWI buyers.
• Audi Vietnam: Audi's Vietnam entity distributing premium sedans and SUVs (A4, A6, A8, Q3-Q8, e-tron EV lineup) through authorized dealers in major cities. Competes with Mercedes-Benz Vietnam across core executive sedan and SUV segments with similar pricing and brand positioning.
• Lexus Vietnam: Lexus (Toyota's luxury division) distributes premium sedans, SUVs, and hybrid vehicles in Vietnam through authorized dealers. Targets the same affluent Vietnamese buyer as Mercedes-Benz Vietnam with strong reliability and hybrid powertrain positioning.

Broad incumbents

• Mercedes-Benz Group AG: Parent company of Mercedes-Benz Vietnam; publicly traded (Frankfurt: MBG), one of the world's largest premium automakers with global manufacturing, R&D, and a multi-brand portfolio. Mercedes-Benz Vietnam operates as a regional sales/distribution branch of this broader incumbent.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mercedes-Benz Vietnam