Vinfast’s radical EV strategy for India: ditch the showrooms

<p>Vinfast, Vietnam’s ambitious electric vehicle maker, is making its last-ditch global play in India after racking up billions in losses in the US and Europe. But its strategy is unlike anything the market has seen before. Instead of competing with giants like Tata and Mahindra in big metros with flashy showrooms, Vinfast is starting in Tier-2 and Tier-3 cities like Coimbatore and Shimla—using car workshops as sales hubs.</p><p><br /></p><p>It’s betting on a country that is invested in EV adoption, rising middle class families who value range over power, and robust charging grid. The question is whether this unconventional approach will help it carve a space in India’s crowded EV market, or mark another costly failure.</p><p><br /></p><p>Tune in.</p><p><br /><strong>Compete in India's first and only </strong><a href="https://the-ken.com/case-competition-2025/?utm_source=web&amp;utm_medium=homepage&amp;utm_campaign=casebuildcompetition"><strong>case competition</strong></a><strong>.</strong></p><p> <br /><strong><em>Daybreak is produced from the newsroom of The Ken, India’s first subscriber-only business news platform. </em></strong><a href="https://the-ken.com/pricing/"><strong><em>Subscribe</em></strong></a><strong><em> for more exclusive, deeply-reported, and analytical business stories.</em></strong></p>