Škoda Kushaq assembled in Vietnam: Assessment of export starting point

Škoda takes Vietnam as a launching pad for ASEAN: Kushaq assembled in Quang Ninh, 8,679 billion factory with a capacity of 120,000 vehicles/year; currently 16 dealers, target 50.

Škoda places Vietnam at the center of its Southeast Asia strategy and has chosen the locally assembled Kushaq as one of its pioneering cards. The factory in Quang Ninh with a total investment of VND8,679 billion and a designed capacity of 120,000 vehicles/year creates the foundation for the goal of not only serving the domestic market of more than 100 million people but also aiming to export to the entire ASEAN bloc.

In the context of increasingly dense competition, Škoda leaders emphasize the orientation of “European quality, reasonable price” and the Simply Clever philosophy. In the near future, the network has reached 16 dealers and aims for 50 distribution points to cover key areas.

Škoda Auto General Director Klaus Zellmer believes that Vietnam is the “ideal launching pad” for the company to conquer the entire region. (Photo: Škoda)

Manufacturing landscape and technology highlights in Vietnam

The first Škoda plant in Vietnam and ASEAN was inaugurated at the end of March in Quang Ninh, operating in partnership with Thanh Cong Group . According to Škoda, the facility is “ready to meet the latest trends in the automotive industry”, paving the way for a localization and export strategy. The presence of the locally assembled Kushaq (launched in June) and Slavia, alongside the Kodiaq and Karoq imported from Europe, helps the product portfolio cover a wide range of needs.

Regarding the market, although the total industry sales in 2024 will decrease to about 360,000 vehicles (from the previous level of nearly 600,000 vehicles) due to cyclical factors, Škoda assesses this as a short-term adjustment. In the medium and long term, the demand for car ownership in Vietnam is still considered to grow well thanks to the young population structure and urbanization rate.

Simply Clever Design Language and Philosophy

Škoda positions itself differently through European-inspired design and the Simply Clever philosophy – prioritizing intelligence and convenience in every detail. With the locally assembled Kushaq, the company's focus is on bringing a car model that suits Vietnamese consumers' tastes in terms of aesthetics and functionality, while maintaining the brand's signature finishing standards.

The Kushaq model is assembled in Vietnam and was launched in June this year. (Photo: Ky Anh)

Cabin and user experience

According to the company's leadership, Vietnamese users increasingly prioritize cars that are "beautiful, comfortable, of European quality and reasonably priced". With that orientation, Škoda's products in Vietnam - including Kushaq - are expected to ensure a balance between daily convenience and operational durability, while taking advantage of the expanding dealer system to improve after-sales experience standards.

Performance and driving feel

This article focuses on the production picture and product strategy, so Škoda has not provided detailed technical specifications of the Kushaq within the framework of the data source. However, the local assembly and orientation to serve both the domestic and export markets indicate the goal of optimizing the configuration according to the actual conditions of use in the region, while maintaining a stable level of quality of finish.

Safety and technology

In the electric vehicle segment, Škoda emphasized stability and long-term commitment, saying that its two electric models are among the top sellers in Europe. In Vietnam, charging infrastructure is seen as a factor that requires the support of the Government and relevant parties; the company currently has no plans to develop its own charging network, but is ready to cooperate with local partners when the market is ripe.

Mr. Martin Jahn pledged that Škoda's electric vehicle products have the stability and long-term commitment that not all new electric vehicle manufacturers can achieve. (Photo: Skoda)

Škoda claims that its electric vehicle products offer stability and long-term commitment that not all new electric vehicle manufacturers can achieve. (Photo: Škoda)

Key milestones in Vietnam

Category	Data	Note
Factory in Quang Ninh	8,679 billion VND	Design capacity 120,000 vehicles/year
Distribution network	16 agents	Target to expand to 50 agents
Product catalog	Kodiaq, Karoq; Kushaq, Slavia	Kodiaq, Karoq imported from Europe; Kushaq, Slavia assembled domestically
Market size	More than 100 million people	2024 sales around 360,000 vehicles (adjusted from ~600,000 vehicles)

Price and positioning in the segment

Škoda emphasizes the strategy of “European quality, reasonable price” for Vietnamese customers. With the local assembly platform, the company has the advantage of proactive supply and configuration, while increasing competitiveness compared to imported products. The further goal is to turn car models produced in Vietnam – including Kushaq – into a source of export to markets in ASEAN.

Conclude

Strengths

• Large-scale domestic production platform, co-developed with experienced partners.
• Product catalog combines imported and assembled products, suitable for diverse needs.
• “Simply Clever” positioning with long-term commitment, especially in the electric vehicle segment.
• The distribution network is expanding, facilitating after-sales service.

Points to note

• Domestic electric vehicle charging infrastructure is still limited; companies have not built their own network, depending on cooperation and policy.
• The data source has not yet published detailed specifications and specific configuration of the Vietnam-assembled Kushaq.
• Strong regional competition requires a clear and consistent value strategy.

Overall, the Kushaq assembled in Vietnam marks a strategic move for Škoda: localization to optimize costs and operations, while laying the foundation for ASEAN exports. When detailed specifications and configurations are widely released, the product picture will be more complete for users to evaluate specifically.

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Source: https://baonghean.vn/koda-kushaq-lap-rap-viet-nam-danh-gia-khoi-diem-xuat-khau-10308870.html