Japanese car brands dominate Vietnam auto sales in first half of 2026

Vietnam's auto market sold 328,818 vehicles in the first half of 2026, a 29% increase from the same period a year earlier. Japanese manufacturers led the growth, with Toyota, Mazda and Mitsubishi accounting for seven of the top‑ten best‑selling models. Toyota's Yaris Cross topped the list with 8,146 units, followed closely by Mazda's CX‑5 and Mitsubishi's Xpander.

At the same time, the wider automotive industry is confronting a shift away from the ambition of turning cars into software‑centric devices comparable to smartphones. Ford announced the cancellation of its next‑generation Fully‑Networked Vehicle (FNV4) program, a $10 billion software project, citing slower electric‑vehicle adoption and the difficulty of building a unified operating system for traditional vehicles. Analysts note that legacy manufacturers, burdened with dozens of separate electronic control units, face a steep challenge to achieve the over‑the‑air update model pioneered by Tesla.

The contrasting trends highlight strong consumer demand for conventional models in Vietnam, while underscoring the obstacles global manufacturers encounter when trying to reinvent vehicle software architecture.