What Mazda Vietnam does

Mazda Vietnam (legal entity: Công ty TNHH Phân phối Thaco Auto) is the exclusive distributor of Mazda-branded vehicles in Vietnam, operating as a wholly-owned entity under THACO GROUP, one of Vietnam's largest automotive conglomerates. Founded in October 2010 with business registration number 400077880 in Quảng Nam Province, the company established a strategic partnership with Mazda Motor Corporation (Japan) in 2011, including a joint manufacturing and assembly plant at Chu Lai Economic Zone with a production capacity of 10,000 vehicles per year. The company's product portfolio spans 11 vehicle models across SUV (CX-3, CX-30, CX-5, CX-8, CX-60, CX-90), sedan and hatchback (Mazda2, Mazda2 Sport, Mazda3, Mazda3 Sport), and sports car (MX-5) segments, unified by Mazda's proprietary technology stack including SkyActiv engines and transmissions, SkyActiv-Body and Chassis architecture, i-ACTIVSENSE active safety suite, KODO "Soul of Motion" design language, and Takuminuri multi-layer paint technology (including the trademarked Soul Red Crystal color).

The business operates on a three-stream revenue model: one-time vehicle sales (the dominant stream) priced from approximately 664M VND for entry models to 949M+ VND for premium SUVs; after-sales service revenue through scheduled maintenance programs, repair services, and warranty support (5 years/150,000km); and ongoing parts and accessories sales. Distribution is executed exclusively through THACO AUTO's authorized dealer network of over 100 showrooms and 69 service workshops nationwide, supplemented by the first Mazda Flagship showroom in Southeast Asia, mobile service units, and a dedicated contact center (1900 545 591). The Mazda Service mobile app supports service booking and vehicle management across iOS and Android. Customer segments primarily include individual Vietnamese consumers seeking quality Japanese-engineered vehicles for personal and family use, with a secondary segment of corporate and governmental fleet buyers. Cumulative vehicle sales in Vietnam have surpassed 310,000 units as of 2025, with the Mazda CX-5 holding segment leadership in the C-SUV category. The company has earned 350+ international design and quality awards and holds the J.D. Power 2025 Sales Satisfaction Index leadership position for two consecutive years.

Name

Mazda Vietnam

Legal name

Công ty TNHH Phân phối Thaco Auto

Website

https://mazdamotors.vn

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Mazda Vietnam is the exclusive distributor of Mazda vehicles in Vietnam, operated by THACO GROUP. It distributes 11 vehicle models (SUVs, sedans, hatchbacks, MX-5) through 100+ showrooms and 69 service workshops nationwide, with local manufacturing at the Chu Lai facility.

Ownership category

akta.pro rank

Product category

Passenger Vehicles (Automotive Distribution and Manufacturing)

NAICS

Automobile and Light Duty Motor Vehicle Manufacturing (33611), Motor Vehicle Manufacturing (3361)

SIC

Motor Vehicles & Passenger Car Bodies (3711), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Passenger Vehicle Electrical & Electronics Manufacturing (ICE) (IMACAAAK)

Keywords

• Passenger vehicle distribution
• Automotive retail
• Vehicle manufacturing
• After-sales service
• Automotive parts

Headquarters

HQ city

Tam Hiệp Commune, Núi Thành District

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: One-time vehicle purchases of Mazda vehicles including SUVs (CX-3, CX-30, CX-5, CX-8, CX-60, CX-90), sedans (Mazda2, Mazda3), and sports cars (MX-5). Primary revenue stream through dealer network.
2. After-sales Service: Maintenance, repair services, and spare parts sales through authorized service centers. Includes scheduled maintenance, repair services, and genuine Mazda parts and accessories.
3. Parts and Accessories: Genuine Mazda parts including engine oil, transmission fluid, filters, wiper blades, brake components, batteries, and coolant for regular maintenance and repairs.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Mazda Vietnam distributes, locally assembles, and services Mazda-branded passenger vehicles — including SUVs (CX-3, CX-30, CX-5, CX-8, CX-60, CX-90), sedans and hatchbacks (Mazda2, Mazda2 Sport, Mazda3, Mazda3 Sport) and the MX-5 sports car — through 100+ authorized THACO AUTO showrooms and 69 service workshops across Vietnam. Core deliverables cover new-vehicle sales, scheduled maintenance and repair services, genuine Mazda parts and accessories, and customer support via the Mazda Service mobile app and Contact Center.

Product overview

Mazda Vietnam, distributed by THACO AUTO (a member of THACO Group), offers a comprehensive lineup of 11 vehicle models spanning subcompact to full-size SUVs (CX-3, CX-30, CX-5, CX-8, CX-60, CX-90) and sedans/hatchbacks (Mazda2, Mazda2 Sport, Mazda3, Mazda3 Sport, MX-5). The portfolio is unified under Mazda's Japanese design philosophy — Kodo/Soul of Motion exterior design, SkyActiv powertrain and chassis technology, Human Centric interior, and i-Activsense safety suite. Vehicle manufacturing and assembly take place at the THACO MAZDA factory in Chu Lai, Quang Nam (capacity: 10,000 units/year) with a distribution network of over 100 showrooms/dealers nationwide. Post-sale services include scheduled maintenance, repair, vehicle care/accessories, and the Mazda Service mobile app. A Mazda Flagship showroom serves as the first of its kind in Southeast Asia.

Differentiator

Problem solved

Functional benefit

Products and services

• Mazda CX-5 Compact 5-seat C-SUV with 2.0L SkyActiv-G engine, 6-speed automatic, i-ACTIVSENSE ADAS and Artful Design exterior/interior; the best-selling Mazda model in Vietnam and segment leader, offered in 6 versions and two option packages (Sport and Exclusive).
• Mazda CX-8 7-seat premium D-segment SUV with 2.5L SkyActiv-G engine, available in FWD and AWD, 3-zone climate control, Nappa leather interior, Bose 10-speaker audio and i-ACTIVSENSE safety; offers the largest interior space in its segment.
• Mazda CX-30 Subcompact urban SUV (B-SUV) serving as the raised version of Mazda3, featuring KODO design, 2.0L SkyActiv-G engine, 8.8-inch Mazda Connect display and i-ACTIVSENSE safety features.
• New Mazda CX-3 Subcompact urban SUV with Signature Wing grille, 1.5L SkyActiv engine paired with 6-speed automatic, 7-inch Mazda Connect infotainment, i-ACTIVSENSE safety and dual-tone color options; locally manufactured at THACO MAZDA.
• Mazda CX-60 Mid-size SUV positioned above CX-5 in Mazda's global lineup, available in the Vietnamese market through import.
• Mazda CX-90 Full-size premium SUV in Mazda's global lineup, positioned as the flagship SUV model for the Vietnamese market.
• Mazda3 C-segment sedan representing Mazda's 7th generation (7G) with KODO design, SkyActiv platform, premium interior materials and full i-ACTIVSENSE safety suite; a consistent segment leader in Vietnam.
• Mazda3 Sport 5-door hatchback variant of the 7th-generation Mazda3 with the same SkyActiv technology, KODO design language and advanced i-ACTIVSENSE safety features as the sedan.
• Mazda2 B-segment sedan with efficient 1.5L SkyActiv engine and 6-speed automatic, positioned as the affordable entry point to the Mazda brand in Vietnam, offered in multiple variants including Sport.
• Mazda2 Sport 5-door hatchback variant of Mazda2 offering the same SkyActiv powertrain technology in a sportier body style.
• Mazda MX-5 Iconic lightweight roadster (sports car) with SkyActiv technology, representing Mazda's Jinba Ittai driving philosophy and motorsport heritage.
• Scheduled Maintenance Service Regular vehicle maintenance program with prescribed service levels (1-5) performed at authorized Mazda dealerships, designed to maintain optimal vehicle performance and support warranty coverage.
• Repair Services Professional vehicle diagnosis, repair and parts replacement using genuine Mazda parts at authorized service centers.
• Mazda Service App Mobile application for Mazda vehicle management, service appointment booking at preferred dealerships, event/promotion updates and appointment reminders; available on iOS App Store and Google Play.
• Vehicle Care and Accessories Vehicle customization, upgrading and detailing services including genuine Mazda accessories for personalization.

Quantifiable outcome

• Cumulative sales exceeding 310,000 vehicles in Vietnam
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature7 records

Partnerships

Two partnerships are on record, tiered core.

• Mazda Motor Corporation (Japan)coreStrategic or Co-development Partner · 1 January 2011Strategic partnership established in 2011 between THACO and Mazda Japan. Mazda provides technology, design, and brand standards while THACO handles local manufacturing and distribution. Joint investment in Chu Lai manufacturing facility with 10,000 units/year capacity.
• THACO (Truong Hai Auto Corporation)coreChannel Partner/ Reseller/ DistributorTHACO AUTO is the exclusive distributor of Mazda vehicles in Vietnam, operating over 100 showrooms and 69 service workshops nationwide. Manages local production at Chu Lai facility and all sales, marketing, and after-sales operations.

Scale indicators12 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Suzuki Vietnam: Suzuki Vietnam sells Swift, Ertiga, XL7, and Ciaz, competing with Mazda in the entry-level and compact sedan/SUV segments targeting value-conscious Vietnamese buyers, with a similar Japanese brand and dealer-network model.
• Honda Vietnam: Honda Vietnam manufactures and distributes City, Civic, CR-V, HR-V and other models, directly competing with Mazda in sedans and SUVs with similar Japanese-brand positioning and nationwide dealer footprint.
• THACO Kia (Kia Vietnam): Kia Vietnam is distributed by THACO AUTO — the same parent distributor that handles Mazda Vietnam — making it a sister brand under one conglomerate but a direct competitor at the dealer and showroom level. Sells Seltos, Sportage, Sorento and other SUVs overlapping with Mazda's CX lineup.
• Ford Vietnam: Ford Vietnam distributes Everest, Ranger, Explorer and Transit models through local assembly, competing with Mazda in the SUV segment with a focus on utility and family-oriented positioning in Vietnam.
• Mitsubishi Motors Vietnam: Mitsubishi Vietnam assembles and distributes Attrage, Xpander, Outlander, Triton and Pajero Sport, competing with Mazda in sedans and SUVs targeting similar Japanese-brand-conscious Vietnamese consumers.
• Toyota Vietnam: Toyota is Mazda Vietnam's largest direct competitor in the Vietnamese passenger car market, selling Corolla, Camry, Vios, Innova, Fortuner, and Hilux through an extensive nationwide dealer network with local manufacturing. Both compete head-to-head in sedans and SUVs targeting similar Vietnamese consumer and corporate segments.
• Hyundai Thanh Cong (Hyundai Vietnam): Hyundai Vietnam assembles and distributes Accent, Tucson, Santa Fe and other models through local manufacturing, competing directly with Mazda in the C-SUV and sedan segments with similar pricing and dealer-network strategy.

Regional players

• Isuzu Vietnam: Isuzu Vietnam assembles and distributes D-Max pickup and mu-X SUV, competing with Mazda in the SUV segment with a regional player focus on utility and commercial vehicle buyers in the Vietnamese market.

Emerging players

• VinFast: VinFast is Vietnam's domestic EV champion (Vingroup-backed), rapidly expanding its lineup of electric and ICE vehicles (VF 5, VF 6, VF 7, VF 8, VF 9). It competes directly with Mazda in SUVs and is the leading threat to Mazda's market share as Vietnam shifts toward electrification.

Broad incumbents

• Mazda Motor Corporation: Mazda Motor Corporation is the Japan-based parent brand and licensor of Mazda Vietnam's product portfolio and SkyActiv/KODO/Takuminuri technology. Provides strategic direction, technology, and global brand standards while Mazda Vietnam handles local assembly and distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@MazdamotorsVn
• Facebookfacebook.com/mazdamotors.vn
• Instagraminstagram.com/mazda_vietnam
• TikToktiktok.com/@mazdavietnamofficial
• LinkedInlinkedin.com/company/mazda-vietnam

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 Mazda Vietnam