VinFast Highlights the Shift from Product-Led to Customer-Led Sales
MARKHAM, Ontario — As the global auto industry shifts from product-led to customer-led sales, VinFast's approach in Canada highlights how service, trust, and long-term support are becoming key drivers in how people choose and buy cars. Business success is evolving. Companies no longer win simply by making great products. They win by creating great experiences. This shift is happening everywhere, from tech startups to century-old manufacturers. The auto industry is feeling this pressure as well. One unexpected example shows how powerful this change can be: VinFast in Canada is proving that putting customers first can transform how people think about buying cars.
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The Global Pivot Toward Customer-Centricity
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Traditional product-focused strategies are no longer enough. Companies that only emphasize features and specifications miss what customers truly want. Today's buyers expect companies to listen to their feedback and respond quickly.
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A 2019 Economist Intelligence Unit study found that 81 percent of senior executives felt increasing pressure to become customer-focused, while 75 percent anticipated major organizational change in that direction in the coming years 1.
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This approach has a name: customer-led growth. The goal now is to build relationships that last for years. Companies that embrace this are pulling ahead of their competition. Those that don't are being left behind.
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This shift is especially true in the auto industry. Think about it. Buying a car is one of the biggest purchases in life. It's an emotional decision. People keep cars for years, sometimes decades. So it's only natural that they need to trust the company they're buying from.
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Today's customers expect transparency in pricing. No hidden fees or surprise charges. They want seamless experiences whether shopping online or visiting a showroom. Most importantly, they want support that lasts long after they drive off the lot. They want companies that will be there when something goes wrong. They want warranties that matter and service that truly helps. Buyers also expect access to support at any hour and often compare service reviews before choosing a brand.
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In essence, it's safe to say the customers don't want to feel like they're being sold to instead of cared for, nor do they want the relationship to end once the paperwork is signed.
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VinFast in Canada: Bringing Customer-Centricity to Life
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For the last two years, VinFast, Vietnam's leading EV manufacturer, has steadily established its presence in the Canadian market, not through flashy promotions, but by focusing on customer care. Yes, they're in the business of selling electric vehicles, but they're betting even more on exceptional service. Their approach shows what happens when you truly put customers first.
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Their first offering in the market, the all-wheel-drive VinFast VF 8, is priced at the lower end of mid-size electric models to make EVs more affordable for a wider range of customers. The warranty is industry-leading: ten years or 200,000 kilometers, with unlimited kilometers on the battery under normal usage. Most companies offer warranties because they have to; VinFast offers one because they want to demonstrate accountability for their product over the long term.
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'Yes, that helped a lot,' said Benoit Naud, a VF 8 owner in Quebec. The warranty gave him the confidence to try a new brand.
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The support goes beyond that. Customers have access to 24/7 service via the VinFast hotline. 'I've never seen this kind of service from any other company,' said Naud, whose experience led him to rate VinFast's hotline service 10 out of 10. 'I'm always ready to recommend the VF 8.'
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VinFast also offers access to the most comprehensive hub for public charging services in North America. The VinFast app provides more public charging options than any other OEM or third-party app. This makes it easier for drivers to find charging stations. They understand that range anxiety is the biggest concern for new EV buyers.
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This is not just good customer service. It is customer-led thinking in action.
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The Road Ahead
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The future of mobility will be electric, with empathy at its core. VinFast's approach in Canada proves that even young brands can earn loyalty by listening carefully and responding swiftly. They show that in a world where products are becoming more similar, how you treat customers may be your strongest advantage.
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