Vietnam luxury SUV market had a clear shift in technology in 2025. For the first time, this segment witnessed a direct confrontation between two schools: high-performance pure electric SUVs and traditional internal combustion engine models that have been refined to adapt to the electrification trend.

The year 2025 marked an important milestone for electrification in the luxury SUV segment, as long-standing prejudices against high-end electric vehicles were almost erased. Three key models drove this change: Mercedes-Benz G 580 EQ, Audi Q6 e-tron, and Maserati Grecale Folgore.

Mercedes-Benz G 580 EQ was the boldest. Electrifying the off-road icon with a legacy of more than 40 years of Mercedes-Benz, the G-Class, was once seen as a risky action. However, when G 580 EQ officially appeared in Vietnam in April 2025, all skepticism gave way to admiration.

The classic boxy design was retained, while the 4.0L V8 Biturbo engine was replaced by four independent electric motors, one at each wheel, delivering 587 horsepower and up to 1,164 Nm of torque.

The G-Turn feature became a phenomenon on social networks, but the core value of the G 580 EQ lies in its superior off-road capability thanks to instant torque and individual wheel control.

This is not a model for the masses, as only two units were brought to Vietnam with a price of VND8.68 billion, playing the role of a technological statement rather than a mass commercial product.

Contrasting with the ostentation of the G-Class, the Audi Q6 e-tron launched in early July 2025 represents sophistication and practicality. Developed on the PPE (Premium Platform Electric) platform shared with the Porsche Macan EV, the Q6 e-tron has an 800V high-voltage battery system, supporting DC fast charging up to 260 kW.

The car uses a rear electric motor, delivering 301 horsepower and 485 Nm of torque. With a battery capacity of 94.9 kWh, the actual operating range is up to 583 km, suitable for usage conditions in Vietnam.

The design of the Q6 e-tron is not too groundbreaking but stands out with the digital matrix LED light system that can customize the interface, continuing to affirm Audi's light technology strength.

The interior compartment with a curved OLED screen and a separate screen for the passenger seat has set a new standard for the digital experience in the mid-size luxury electric SUV segment. In Vietnam, the Audi Q6 e-tron has only one version with a price of VND3.19 billion.

At the end of October 2025, Maserati introduced Grecale Folgore – the first pure electric SUV of the Italian brand in Vietnam. Grecale Folgore proves that electric vehicles can still be emotional, keeping the full Maserati spirit.

The return of the sales kings

While electric vehicles attracted significant attention, the luxury car market in 2025 still demonstrated the resilience of internal combustion engines upgraded with mild-hybrid technology. The new-generation BMW X3 is a typical example. Although Thaco did not disclose specific sales figures, X3 continued to contribute significantly to BMW’s success in Vietnam.

In its fourth generation, BMW X3 adopts a flatter, more compact, and more masculine design. The boldly styled twin kidney grille combined with the Iconic Glow lighting strip creates a strong visual impact.

The interior follows a minimalist approach, with a large curved display and the removal of most physical buttons, a change that sparked debate. However, driving dynamics remain its strongest asset. The mild-hybrid version delivers 190 horsepower and 310 Nm of torque, sufficient for daily use.

With prices ranging from VND2.279 to VND2.629 billion, BMW X3 maintains a competitive edge over the Mercedes-Benz GLC (VND2.299–2.839 billion), reinforcing its position as one of the best-selling models in the compact luxury SUV segment.

A colorful picture in 2025

Vietnam’s luxury SUV market in 2025 shows that customers no longer buy cars based solely on logos, but on usability, technology, and lifestyle values.

The arrival of models like the G 580 EQ and Q6 e-tron reflects openness to new technologies, while the BMW X3 and Mercedes-Benz GLS affirm the lasting value of vehicles designed for practical needs. At the same time, the Evoque, Defender, and Volvo XC60 maintain their positions thanks to strong identities and distinct philosophies.

With these representative models, 2025 closed as a colorful picture that meets diverse demands, from performance and comfort to off-road capability and environmental responsibility. This serves as an important stepping stone for Vietnam’s automotive market entering 2026, where competition is expected to become even fiercer, not only in products but also in pricing and after-sales services.

Hoang Hiep