The shared article reveals behind-the-scenes stories about the showroom chain or the “origin” of the VF 3 of the former leader of VinFast, which is attracting a lot of attention. Someone commented: “Recognizing that VinFast’s thinking, working methods and sales methods are really different.”
In September 2024, VinFast reported delivering 9,300 cars to customers. Although it is only for reference, if this is an official sales report like the reports of VAMA and TC Motor, VinFast can become the best-selling auto brand in Vietnam, because Toyota has high consumption. 7,143 vehicles in the same period.
As one of VinFast’s employees since the early days of its establishment, Ms. Do Thi Ngoc Tram (also known as Teresa Do), former Deputy General Director in charge of sales of VinFast, posted on her personal page today October 13 about experiences when starting a job at a Vietnamese auto brand.
Unprecedented distribution method
In 2017, as Deputy General Director in charge of sales, Ms. Ngoc Tram proposed the idea of developing a project distribution network. That is “VinFast is a manufacturer and recruits agents and distributors, just like the traditional way companies do”.
Ms. Do Thi Ngoc Tram recounted the story “After hearing the number, I felt like I was standing in the middle of Mars” (Photo: Facebook Terasa Do).
However, this approach does not convince Chairman Pham Nhat Vuong – who wants to move towards a future where every Vietnamese family will easily own a VinFast.
According to Ms. Ngoc Tram, at that time, VinFast Chairman said: “In the future, it will be very simple for Vietnamese people to buy VinFast. The service network is planned separately. The point of sale must be very convenient. VinFast will be a product Products that Vietnamese people use, Vietnamese people want to use. When can we build a dealer system like that?
Therefore, Mr. Vuong directed the immediate use of Vincom’s nationwide network to create car sales showrooms at shopping centers. So, “for the first time in the market, showrooms selling cars are located at shopping centers,” Ms. Ngoc Tram wrote.
VinFast Chairman’s vision was quickly proven. “The VinFast point-of-sale network immediately surpassed most competitors in the market,” Ms. Ngoc Tram shared.
The story doesn’t stop there. If you have a network, you must have a sales “KPI”. But how much to sell with a new brand is a question that is not easy to answer, when there is no precedent to compare or refer to.
Therefore, Ms. Tram looked to other brands to set targets.
“Toyota has hundreds of years of history and has been fighting in Vietnam for more than 20 years to reach sales of 50,000 cars/year. When planning, I gingerly built up VinFast’s efficiency to 5 cars/month (on par with Toyota sales). ) and expected sales of 20,000 cars/year. Sending the plan but sweating profusely because of target pressure,” Ms. Ngoc Tram recalled.
The goal of being on par with Toyota – the top selling brand in Vietnam – put Ms. Ngoc Tram under a lot of pressure. And then that plan was returned, but for unexpected reasons.
“The plan was later returned because: VinFast army had to sell 15-20 cars/month. Sales had to be 50,000 cars/year. In the following years, it had to be 100,000 cars/year or more,” Ms. Ngoc Tram recounted.
To achieve this target, “a series of unprecedented sales models on the market appeared at VinFast”. As a result, “record-setting sales numbers continued to appear. VinFast took the market by storm with its aggressive sales tactics and meteoric success.”
The outbreak of the pandemic has disrupted the supply chain, seriously affecting the company’s business plan. But overcoming those difficulties, reaching the historic milestone of 10,000 vehicles/month has finally come true. Many dealerships have many employees who can sell 15-20 cars/month.
“VinFast officially leads the market only after 5 years of launching its first product (of which it took 3 years due to Covid) to see what the chairman’s vision is,” Ms. Ngoc Tram shared.
Origin of VinFast VF 3
Another story she shared shows that the idea of making a “mini” electric car model, small enough to go on the street while also having interesting amenities and an affordable price, was actually formed a long time ago.
Also in 2017, the Chairman asked his assistant to call and ask Ms. Ngoc Tram, former general director of Chevrolet Thang Long-Dai Viet, for information about Chevrolet selling cars for 200 million/car.
She brought a Chevrolet Spark Van. After about 20 minutes of test driving the old car, Mr. Vuong decided: “Okay! VinFast will research making a small car like this but it must have 4 full seats and automatic transmission for women to go to the market and pick up their children.” The price is cheap, around 200, people can easily buy it. But it has to be beautiful.”
The President’s words today came true when the VinFast VF 3 was born, becoming a phenomenon in the Vietnamese auto market by setting a record of nearly 28,000 orders after 66 hours of deposit opening.
But it seems the story doesn’t stop here. Because the image of a car even smaller than the VinFast VF 3 appeared in the Industrial Property Official Gazette September 2024, showing that the Vietnamese car company is trying to launch an even more “affordable” car. . Many people think that the car will cost less than 200 million, equivalent to high-end scooters on the market.
Right below Ms. Tram’s shared post, some netizens mentioned this car model. Ms. Tram also replied to one of the comments: “VF 2 is still so emotional!” as a signal that this “mi nhon” electric car model will actually reach consumers in the not too distant future.
Time will be the best answer, like the story of VinFast VF 3. From being surprised at the sight of the president driving an “old, tiny, sloppy, long-stripped car with a manual transmission” to admiring his vision. The head of the business, Ms. Tram, witnessed how the birth of the affordable mini electric car was well received by users, some even blamed her, “While still in peace, she was assigned additional responsibilities.” What about going to the market?”
“It’s truly miraculous to me, the words the president said that day, now VF 3 has appeared and set a record because the product has met the expectations of the people. For me, that is also the heart of the president for women like my idea at that time!”, Ms. Ngoc Tram shared.