Lexus shifts vehicle supply to U.S. amid Mercedes-Benz sales decline in Vietnam

The luxury automotive market is experiencing significant shifts in regional performance and supply strategies. In Vietnam, Mercedes-Benz is facing challenges as major distributors like Haxaco report declining revenues. Haxaco's 2025 annual report showed a 15.65% decrease in consolidated net revenue, with its core automotive business dropping 16.8%. This decline is attributed to economic difficulties, tightened consumer spending, high interest rates, and increased competition from Chinese luxury brands, leading some dealers to offer substantial discounts to clear inventory.

In contrast, Lexus is seeing record-breaking success globally, with 2025 sales reaching approximately 882,000 vehicles. The brand achieved record sales in the United States, totaling 370,260 vehicles, driven largely by electrified models such as hybrids and plug-in hybrids. To combat a potential global slowdown and address supply shortages in North America, Lexus plans to redirect 35,000 vehicles from slower-growing markets in China and the Middle East to its U.S. dealer network to maintain its sales momentum.