Luxury cars are heavily discounted, but customers are still hesitant to buy.

While the popular car segment is recovering, the luxury car market in Vietnam remains gloomy. Mercedes-Benz, BMW, Audi… have all reduced prices by hundreds of millions of dong, but purchasing power has not improved significantly.

Despite price reductions of hundreds of millions of dong, luxury cars are still difficult to get off the showroom floor - Photo: CONG TRUNG

Audi, Mercedes-Benz, and BMW are competing to lower prices.

Even though we're already in the second half of 2025, many luxury car models are still in inventory from 2022 and 2023. To stimulate demand, luxury car brands are collectively entering a price war, offering discounts of up to hundreds of millions of VND.

From July 23rd, Audi Vietnam is offering a direct discount of VND 200 million for the Audi Q5, VND 160 million for the Audi A6, VND 130 million for the Audi Q7, and VND 60 million for the Audi Q3.

Mercedes-Benz is also following the trend. At the LiveRARE event in early July, the company announced exclusive offers including one year of comprehensive insurance, a gift voucher for two years of maintenance at authorized service centers, or direct discounts of up to 250 million VND for high-end models such as AMG, Maybach, and S-Class.

Some older models are also seeing significant price reductions, such as the C43 and C63 VIN 2023, which are discounted by 70-90 million VND; the older generation S450 4MATIC, manufactured in 2022-2023, is discounted by 110-120 million VND; and the GLA and GLE models are discounted by 60-90 million VND.

Not only gasoline cars, but also Mercedes' electric vehicle range, such as the EQS 450+ V1, EQS 580 4MATIC, and Maybach EQS 680 SUV, are offered with direct discounts of 60 million VND or a free 2-year charging package at the EVOne network.

Many BMW models are being offered at discounted prices - Photo: CONG TRUNG

Meanwhile, Thaco Auto, the distributor of BMW in Vietnam, also reduced prices on a range of models. For example, the BMW 3-series was reduced by 130 million VND, the X3 by 136 million VND, the 5-series by as much as 337 million VND, and the Z4 by 208 million VND.

Notably, the 2023 BMW X7 model has been discounted by up to 818 million VND, equivalent to the price of a popular C-segment car.

Volkswagen is clearing out its inventory of US-imported SUVs starting in mid-July. Some dealerships report that Volkswagen is offering discounts of 300-350 million VND on the US-imported Teramont Limited, manufactured between 2022 and 2023. The price after the discount is now only 1.788 billion VND, the lowest in the full-size SUV segment priced above 1 billion VND.

Additionally, the Teramont X Luxury version receives a 50% discount on registration fees (approximately 99 million VND), while the 2025 Viloran model is reduced to 2.088 billion VND (Premium version) and 2.288 billion VND (Luxury version).

With consumer demand still weak, luxury cars continue to sit in storage.

Many car dealerships in Ho Chi Minh City believe that cash flow remains sluggish, and the real estate market has not yet recovered, significantly impacting the luxury car market. While purchasing power has improved compared to last year, the improvement is not substantial.

Luxury cars are inherently influenced by the psychology and financial situation of the middle and upper classes. When the investment market is sluggish, buyers will prioritize holding cash rather than spending billions of dong on assets that depreciate easily, such as cars.

Many dealerships still have unsold vehicles with VINs from 2022-2023, forcing manufacturers to constantly adjust prices and offer gifts and after-sales services to stimulate consumption. However, sales remain slow, and the short-term recovery trend is difficult to predict.

JUSTICE

Source: https://tuoitre.vn/xe-sang-dai-ha-gia-khach-van-de-dat-xuong-tien-20250730150736698.htm