Vietnam Star Automobile

What Vietnam Star Automobile does

Vietnam Star Automobile (Công Ty TNHH Ô Tô Ngôi Sao Việt Nam) is an authorized Mercedes-Benz dealer operating across Vietnam under business registration certificate 411043000136 issued by the Ho Chi Minh City Department of Planning and Investment on April 11, 2007, with operational roots traceable to 2005. The company distributes the full Mercedes-Benz passenger lineup—including C-Class, E-Class, S-Class sedans; GLC, GLE, GLS, GLB, G-Class SUVs; V-Class MPVs; and AMG and Maybach performance and luxury variants—through a six-location authorized retail and service network spanning Ho Chi Minh City (Phú Mỹ Hưng, Trường Chinh, Chế Lan Viên, Bình Dương) and Hanoi (Hoàn Kiếm flagship, Đài Tư service center). It serves individual luxury consumers, corporate and government fleets, foreign embassies, hotels and resorts, premium rental operators, and chamber of commerce member companies.

The underlying technology stack is a hybrid of Mercedes-Benz OEM platforms and Vietnam Star's own customer-facing systems. Vehicles sold carry Mercedes-Benz MBUX infotainment (with 'Hey Mercedes' voice assistant, gesture control, Apple CarPlay, Bluetooth), Active Brake Assist (radar-based collision prevention with 30-degree scan angle and 80m range), and Burmester audio integration. Vietnam Star's proprietary layer consists of an online service booking system integrated with booking.mercedes-benz.com, a mobile application launched in September 2022 for service history and appointment management, and a Corporate Solutions program supporting National Framework Contracts with Mercedes-Benz Vietnam and international framework contracts with Daimler AG. Authorized service centers provide Mercedes-certified A/B maintenance, body and paint services, genuine parts, extended warranty administration (1-2 year extensions beyond the standard 3-year unlimited-mileage warranty), and a co-branded insurance product with Bảo Việt.

Revenue is generated through six streams: one-time new vehicle sales, one-time pre-owned vehicle sales, recurring maintenance and repair services, hardware sales of genuine parts and accessories, subscription extended warranty programs, and managed insurance services. Distribution is direct via owned showrooms and service centers (no third-party resellers), with a dedicated hotline split between southern Vietnam (18006142) and northern Vietnam (18006143), plus a nationwide commercial sales line. Marketing combines Facebook, YouTube, Zalo, TikTok, and LinkedIn with physical events including the annual Vietnam Star Golf Tournament and Mercedes-Benz Driving Festival. Pricing is one-time/perpetual for vehicles and unit-priced for service packages (with up to 30% loyalty discounts for vehicles over 4 years old) and subscription-priced for extended warranties billed annually. The company is privately held with General Director/CEO John White and 251-500 employees.

Name

Vietnam Star Automobile

Legal name

Công Ty TNHH Ô Tô Ngôi Sao Việt Nam

Website

https://vietnamstar-auto.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Ho Chi Minh City

HQ country

Vietnam

HQ region

Asia

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. New Vehicle Sales: Sales of new Mercedes-Benz vehicles including passenger cars, SUVs, MPVs, and AMG performance models. Revenue generated from direct retail sales through showrooms nationwide.
2. Used Vehicle Sales: Sales of pre-owned Mercedes-Benz vehicles including low-mileage demo cars and certified pre-owned units with special warranties.
3. Maintenance and Repair Services: Authorized service operations providing vehicle maintenance, repairs, paint services, and express maintenance through certified service centers. Revenue from service labor and parts.
4. Genuine Parts and Accessories: Sales of Mercedes-Benz genuine parts, accessories, and branded merchandise including tires, oil, wear parts, and Mercedes-Benz lifestyle products.
5. Extended Warranty Programs: Extended warranty programs allowing customers to extend coverage from 1-2 years beyond the standard 3-year factory warranty, with unlimited mileage coverage.
6. Mercedes-Benz Insurance: Partnership insurance products designed specifically for Mercedes-Benz owners with coverage including flood damage, repair at authorized workshops, and genuine parts replacement.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels10 records

Core offering

Vietnam Star Automobile is an authorized Mercedes-Benz dealer in Vietnam, selling new and certified pre-owned Mercedes-Benz passenger vehicles, SUVs, MPVs, and AMG performance models through showrooms in Ho Chi Minh City, Hanoi, and Binh Duong. The company also operates authorized service centers providing scheduled maintenance, repairs, genuine parts replacement, extended warranty programs, vehicle insurance partnerships, and a dedicated Corporate Solutions fleet program for business and government customers.

Product overview

Vietnam Star Automobile is an authorized Mercedes-Benz dealership operating as a single-brand dealer network across Vietnam. The company offers a comprehensive automotive ecosystem centered on Mercedes-Benz vehicles, including new and pre-owned vehicle sales, authorized maintenance and repair services, corporate fleet solutions, and digital services through a mobile application and online booking platform. Service facilities include multiple showrooms and service workshops throughout Ho Chi Minh City, Hanoi, and Binh Duong. The company operates under the '5-Star Service' commitment standard, providing customers with sales, service, parts, and insurance solutions under one umbrella.

Differentiator

Problem solved

Functional benefit

Products and services

• New Mercedes-Benz Vehicles New Mercedes-Benz passenger vehicles including sedans (C-Class, E-Class, S-Class), SUVs (GLC, GLE, GLS, GLB, G-Class), MPVs (V-Class, Vito), high-performance AMG models, and Maybach models, sold through authorized showrooms with 3-year unlimited mileage factory warranty.
• Pre-Owned Mercedes-Benz Vehicles Certified pre-owned Mercedes-Benz vehicles including low-kilometer demo cars, nearly new test drive units, and previously-owned vehicles meeting global Mercedes-Benz standards with special warranties.
• Vehicle Maintenance and Repair Services Authorized service center operations providing scheduled maintenance (Service A and Service B), repairs, genuine parts replacement, body shop and paint services, and express maintenance performed by Mercedes-Benz certified technicians using original equipment.
• Corporate/Fleet Sales Program Specialized business customer program for fleet purchases with minimum 2-3 vehicles, corporate vehicle leasing, National Framework Contracts with Mercedes-Benz Vietnam, and International Framework Contracts with Daimler AG for multinational clients, including dedicated account management and special pricing.
• Extended Warranty Programs Mercedes-Benz warranty extension programs allowing customers to extend coverage from the standard 3-year factory warranty by 1-2 additional years with unlimited mileage coverage through subscription-based recurring payments.
• Parts and Accessories Genuine Mercedes-Benz parts, accessories, tires (including Pirelli), oil, wear parts, and branded merchandise including the She's Mercedes collection of lifestyle products for women customers.
• Trade-In Services 'Old for New' program allowing customers to exchange their current vehicles for new Mercedes-Benz models with additional benefits and preferential pricing.

Quantifiable outcome

• 3-year unlimited mileage warranty on new vehicles
• +2 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability8 records

Feature3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Mercedes-Benz Insurance (Bảo Việt)minorStrategic or Co-development Partner · 1 January 2023Partnership with Mercedes-Benz branded insurance program administered through Bảo Việt Insurance. Provides comprehensive vehicle insurance including flood damage coverage, authorized repair network access, and 24/7 claims support.
• Mercedes-Benz Global Service NetworkcoreTechnology or Integration · 1 January 2021Access to Mercedes-Benz global service standards, technical training, diagnostic systems, and service procedures. Includes booking platform integration (booking.mercedes-benz.com) for online service appointments.
• Mercedes-Benz Vietnam (MBV)coreChannel Partner/ Reseller/ Distributor · 11 April 2007Vietnam Star Automobile is an authorized dealer of Mercedes-Benz Vietnam, holding official authorization to sell new Mercedes-Benz vehicles, provide warranty services, and operate authorized service centers. This partnership grants exclusive rights to distribute Mercedes-Benz vehicles in designated territories and access to factory support, training, genuine parts supply, and marketing resources.
• Daimler AGcoreChannel Partner/ Reseller/ Distributor · 11 April 2007International parent company of Mercedes-Benz. Vietnam Star holds International Framework Contracts with Daimler AG for corporate fleet sales, enabling special programs for multinational corporate customers with global Mercedes-Benz agreements.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sime Darby Berhad: Malaysian-listed conglomerate with significant automotive distribution across ASEAN and Greater China, representing multiple luxury and mass-market brands. Comparable to Vietnam Star as an authorized luxury auto dealer operating across multiple territories, though Sime Darby is publicly listed, multi-brand, and operates at much larger scale across geographies.
• Inchcape plc: London-listed global automotive distributor operating in 40+ markets including Asia-Pacific. Distributes luxury and premium brands across multiple geographies. Comparable to Vietnam Star as an authorized luxury auto retailer with multinational OEM partnerships, though Inchcape operates globally and is a publicly traded scaled distributor.
• THACO (Truong Hai Auto Corporation): Vietnam's largest automotive conglomerate and multi-brand distributor, publicly listed on HOSE. Operates showrooms for BMW, Kia, Mazda, Peugeot, and other brands across Vietnam. Comparable to Vietnam Star as a major Vietnamese auto retailer with nationwide showroom coverage and authorized service operations, though THACO is multi-brand rather than single-brand Mercedes-Benz focused.

Direct peers

• Euro Auto (BMW Vietnam distributor): Authorized BMW importer and dealer in Vietnam, operating showrooms and service centers in Ho Chi Minh City and Hanoi. Directly comparable to Vietnam Star as a premium/luxury authorized car dealer in the Vietnamese market, competing for the same high-net-worth individuals and corporate clients with a competing German premium brand.
• Haxaco (Hoang Anh Xuan Auto): Ho Chi Minh Stock Exchange-listed authorized Mercedes-Benz dealer in Vietnam, headquartered in Hanoi with showroom presence in Ho Chi Minh City. Direct competitor to Vietnam Star as another authorized Mercedes-Benz dealer serving the same brand's customers in the Vietnamese market, providing the closest same-brand same-country comparable.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCXsj7G-ZhiTmsDQN_s8hdhg
• Facebookfacebook.com/VietnamStarAutomobile
• LinkedInlinkedin.com/company/vietnam-star-automobile-ltd
• TikTokvt.tiktok.com/ZSJx46f57
• Xx.com/vietnamstarauto

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Vietnam Star Automobile