Ford is always adapting to the Vietnamese market.

Mr. Ruchik Shah, General Director of Ford Vietnam, shared how Ford's new products are aligned with the policies and needs of the Vietnamese market.

With its advanced technological platform, Ford Global is always responsive and adaptable to changes in policy and the practical needs of the Vietnamese market.

Mr. Ruchik Shah, General Director of Ford Vietnam, personally experiences the new car models in various terrains in Vietnam. Photo: Dat Thang.

Ford Vietnam has just introduced superior new versions of the Everest and Ranger to the market. Why did Ford decide to introduce new models with gasoline engines alongside the previously diesel-only models, offering more powerful performance, while the trend of electric vehicles is rapidly increasing?

Ford's product strategy has always stemmed from in-depth, continuous, and up-to-date market research and customer understanding. We consistently deliver products based on market research, technological capabilities, and customer needs to meet fuel efficiency, quality, and technological demands. Therefore, we believe this is the right time for Ford to bring more mobility options and new engines to Vietnam, enhancing the diverse choices available to customers. Ford's technologies are closely aligned with the needs of Ranger and Everest customers.

The range of gasoline and diesel engine options caters to the diverse needs of different customer groups, creating a wide variety of choices in this segment. We are also confident that the gasoline and diesel versions of the new Ranger and Everest will meet the most diverse customer needs.

Are you concerned that the Vietnamese government's efforts to green transportation and reduce emissions, such as the recent Decision 01/2026 of Hanoi City, will have a strong impact on Ford's Ranger pickup truck line, as well as the current trend of using electric vehicles instead of gasoline-powered ones?

As a global company, we have witnessed many markets transitioning towards reduced emissions, and we hope this trend will continue in Vietnam. However, this transition requires a roadmap and time, especially in terms of infrastructure. For example, in China, it took approximately 15-20 years to build an electric vehicle ecosystem with the support of the government , businesses, and the public. Therefore, we expect Vietnam to implement appropriate policies that harmonize the interests of businesses and various social groups.

Regarding Decision 01/2026 of Hanoi City, we sincerely thank the Government and relevant agencies for their timely understanding, guidance, and appropriate adjustments immediately after listening to feedback from businesses and citizens.

Regarding the electric vehicle trend, Ford is a global company with the technical foundation to meet this transition, including hybrid and electric vehicles. In Vietnam, we have introduced the Ford Mustang Mach-E. However, in a developing economy , there are still customer groups that need versatile, economical pickup trucks suitable for various purposes. The demand for powerful, flexible models for families, urban environments, as well as long journeys and diverse terrains remains very clear. Therefore, we are confident in introducing new versions of the Ranger and Everest to the Vietnamese market this time.

With that confidence, what are his expectations for Ford's business results in 2026 in general, and for the new models in particular?

I believe Vietnam is the most promising market in the ASEAN region, with the automotive industry maintaining strong growth momentum: nearly 20% growth in 2025; and nearly 20% growth in Q1/2026 compared to the same period.

In this context, Ford will continue to invest long-term to promptly meet the tastes of Vietnamese consumers. New product versions will optimize and precisely address the existing, specific needs of Vietnamese customers today. We do not chase the mass market but focus deeply on target segments to best understand and meet their needs. That is our core business philosophy.

Another difference is that Ford Vietnam has just announced the global Ford brand philosophy, including that of Vietnam: "Ready Set Ford". What does this mean for Ford's business, sir?

Ford products are all compatible with E10 bioethanol fuel in Vietnam. Photo: Dat Thang.

At the core of this philosophy lies in how Ford engages with its customers, with a clear shift from a product-centric to a people-centric mindset. Instead of emphasizing only what is created, Ford focuses on the values ​​that customers can achieve throughout their journey. Every product, every technology, and every experience is designed as a tool to empower people, making them more confident and proactive in life.

In Vietnam, this philosophy is embodied in Ford's commitment to providing top-quality products and its continued strong investment in a comprehensive service ecosystem to enhance customer experience throughout the vehicle's lifecycle. Solutions focused on convenience and flexibility, from quick maintenance and pick-up/delivery services to mobile services, and online and in-person connectivity, enable customers to proactively manage their time while ensuring their vehicles remain in optimal operating condition.

One final question that customers are very concerned about is: now that the Vietnamese government has officially switched from the current Ron 95 to E10 bioethanol fuel, will Ford's new models, and Ford vehicles in general, be compatible with this new fuel?

Ford products are all compatible with E10 bioethanol. When developing Ford engine technology, we always focus on the primary fuel component and develop a range of products that are compatible with these fuels.

Thank you for sharing!

Source: https://nongnghiepmoitruong.vn/ford-luon-thich-ung-voi-thi-truong-viet-nam-d813570.html