Contrary to past years, several major car and motorcycle manufacturers have defied tradition by launching a slew of new models in Vietnam during the 7th lunar month - commonly known as “Ghost Month” - a period typically avoided due to purchasing taboos.

A wave of new models hits Vietnam despite the lunar taboo

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Skoda Slavia joins Vietnam’s crowded B-segment sedan market. Photo: Hoang Hiep

The 7th lunar month, also known as "Tháng Ngâu" or "Ghost Month," is traditionally the slowest time for Vietnam’s automobile market. Consumers are usually reluctant to make large purchases during this period, leading to record-low sales and prompting manufacturers to delay launches.

However, in 2025, the period from August 23 to September 21 (Gregorian calendar) tells a different story. Multiple automakers have aggressively launched new models, ranging from sedans and hatchbacks to mid-size SUVs and 7-seater MPVs.

On September 11, just a week after the full moon, Czech car brand Skoda launched its second locally assembled model in Vietnam - the Skoda Slavia. The sedan comes in three versions priced at VND 468 million, VND 528 million, and VND 568 million (approximately USD 18,500 - 22,500), targeting strong competitors like Toyota Vios, Hyundai Accent, and Honda City in the B-segment.

Just two days later, on September 13, THACO-KIA introduced refreshed versions of two models: the KIA Sorento 2025 and the KIA Morning 2025.

The facelifted KIA Sorento (a 7-seater SUV) comes in four trims, priced from VND 1.249 billion to 1.469 billion (approx. USD 49,500 - 58,200), directly competing with the Hyundai Santa Fe and Ford Everest.

Meanwhile, the KIA Morning 2025, a popular A-segment hatchback, now features two upgraded trims priced from VND 439 million to VND 469 million (USD 17,400 - 18,600), representing a noticeable price hike from previous versions - now topping its segment.

Earlier this month, KIA also launched a new “base” version of the KIA Sonet 1.5L AT for just VND 499 million (approx. USD 19,700), undercutting its Deluxe model by VND 40 million. However, it comes with trimmed features, including a manual key ignition, basic air conditioning, and no reverse sensors.

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The facelifted KIA Sorento launched on September 13 with two engine options. Photo: KIA Binh Tan

The surge of new models doesn’t end there. By the end of September, Mitsubishi is expected to unveil the facelifted Xpander, one of its best-selling MPVs in Vietnam. It’s slated to hit showrooms on September 20.

Defying superstition, embracing opportunity

Marketing expert Nguyen Van Phuong calls this move "a reverse strategy." He explained that launching new models during the traditionally slow Ghost Month may seem counterintuitive, but it actually provides a unique communications advantage.

“With market activity at a lull, any new product can become the focal point of attention,” Phuong said. “It’s a smart strategy to maintain sales momentum and build up for the end-of-year buying season - often dubbed the 'golden quarter' for auto sales.”

He added that this trend reflects a shift in mindset. Automakers are becoming more confident, moving away from superstitions and betting on changing consumer behavior.

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New models serve as “magnets” that draw customers to showrooms even during Ghost Month. Photo: Hoang Hiep

Nguyen Thanh Tuan, a sales manager at a THACO-KIA dealership in Hanoi, shared a similar view. “Customer traffic is usually low in Ghost Month, but the launch of a new model can act like a magnet. Many customers are willing to place orders right after the month ends.”

“Younger buyers today care less about so-called ‘bad luck months.’ They prioritize product value, features, and financial incentives. If a car is good and the deal is right, they won’t hesitate to put down a deposit,” Tuan said.

Experts believe that releasing new cars during Ghost Month is also a market test. If a model can succeed during this difficult period, it’s a clear sign that the product has competitive potential and could perform even better in the peak sales season.

In other words, launching during the 7th lunar month is not just a bold commercial move - it’s also a way to validate the strength of a product and measure real market response. Far from being reckless, this “reverse strategy” reflects calculated risk-taking and deep market insight.

Hoang Hiep