The document provides an overview of Vietnam's automobile market in 2017 compared to 2016 based on statistical data. It then discusses car ownership rates and demographics of owners in various cities based on INTAGE Vietnam's original automobile panel data. Specific models that saw high growth rates from 2016-2017 are also examined in terms of their brand positioning. The document concludes by introducing INTAGE Vietnam's automobile panel methodology and an analytical framework called Octogram that is used to understand consumer needs and brand positioning.

1. VIEVIEW REPORT
“Vietnam statistical data & INTAGE Vietnam data”
= Vietnam Consumers’ insights

2. AUTOMOBILE
Part1

3. Vietnam Automobile Market 2017
TOTAL(2016) TOTAL(2017) 2016 VS 2017 North Central South
271,833 250,619 0.92
SEDAN 78,908 72,946 0.92 44.71% 12.94% 42.35%
SUV 32,445 31,072 0.96 38.58% 13.00% 48.42%
Crossover 8,830 9,003 1.02 55.19% 10.35% 34.46%
MPV 16,622 15,301 0.92 21.01% 6.90% 72.09%
HB 16,004 11,275 0.70 59.49% 6.20% 34.31%
PU 23,099 24,373 1.06 47.61% 15.07% 37.32%
Dull Market (-8% 2016) but PICKUP and Crossover YEAR!!
South: SUV, MPV Market, North: HB, PU Market
*Statistical data: vama.org.vn

4. Car Ownership & Social Economic Class (SEC)
Usually,Car OwnersareSEC A or over,butWhy CarOwnersinHanoiare so manySECB?
Theansweris….pleaseaskINTAGEVN
*Statistical data: https://www.gso.gov.vn, *INTAGE VN Data (INTAGE original Automobile Panel)
1 2 3 9
Hanoi Danang Quang Ninh HCMC
Car Ownership Rate
By Statistical Data* (2014)
SEC - Rate of SEC B
By INTAGE Data*(2014)
0%0%3.68% 1.82%
5.7%6.2%6.3% 4.4%

5. Household Income & Car Owners’ Age
Why Car Owners in Haiphong (including Quang Ninh) are so Young?
Theansweris….pleaseaskINTAGEVN
1 2 3
HCMC Hanoi Haiphong
Total
Vietnam
Household Income (000 VND)
By Statistical Data*(2014)
Car Owner Average Age
By INTAGE Data*(2018)
35.44
(including Quang Ninh)
37.4238.23
3,9234,1134,840 2,627
*Statistical data: https://www.gso.gov.vn, *INTAGE VN Data (INTAGE original Automobile Panel)

6. Well-Selling Model & Brand Positioning
Why each well-selling model have good brand positioning?
The answer is….please askINTAGE VN
PU
Crossover
MPV
SUV
SEDAN
HB
CX-5
Ranger
INNOVA
Fortuner
VIOS
Morning
1.06
1.02
1.27
SEGMENT Model
Growth Rate
(2016-2017)
0.69
EXCITEMENT EMPATHY
RECOGNITION COMFORT
Assertive Collaborative
IntuitiveRational
No Image
*Statistical data: vama.org.vn, *INTAGE VN INSIGHT (INTAGE original Brand Positioning Map called Octgram)
1.06
1.12

7. What is INTAGE’s AUTOMOBILE PANEL?
INTAGE Automobile Panelists are profiled of age, gender, SEC (by household income) and
location (not specific address due to privacy policy).
Also, Car Brand/Model information.
(as of March 2018)
Total : ~ 7,000 samples
Haiphong : ~ 40 samples
Quảng Ninh : ~ 50 samples
Hanoi : ~ 3,000 samples
DaNang : ~ 50 samples
Bien Hoa : ~ 1,000 samples
HCMC : ~ 3,000 samples
Hanoi
HCMC
Danang
Haiphong
Quang Ninh
Bien Hoa

8. What is OCTOGRAM?
OCTOGRAM is a framework which helps us to understand consumers’ needs, how brands meet each needs, develop
segmentation and brand positioning in the market.
Contact us at contact@intage.com.vn to know more about our panel & this research service!
Horizontal axis shows how a person wants to be seen or act in a society (assertive
vs. collaborative)
Vertical axis shows how a person tends to think or solve issues/desires (rational vs
intuitive)
These 2 axis create 4 emotional needs; excitement, recognition, empathy, comfort
Also, 9 personalities of Enneagram can be plotted as below, and it helps us break
down consumers/needs into more detailed segments
EXCITEMENT EMPATHY
RECOGNITION COMFORT
Assertive Collaborative
IntuitiveRational
No Image

9. The perfect blend of experts with 7-20 years’ experience in various industries & intensive
knowledge in business consulting, marketing & research
Nationwide field force with over 800 well-trained interviewers for data collection
Commitment of Quality Control (QC) pursuant to ISO 20252, Japanese Standard &
ESOMAR/MRSA code of conduct
Intensive experiences across wide range of industries & categories with huge client base
from local to overseas
Using advanced software & system for data processing & project management
Appling newest technology & solutions into research to add values for clients
INTAGE Vietnam
In Brief
Leadership in Japan
No.1
Global Position
No.9
Overseas Expansion
10
Countries
and
Regions
Sales Growth
24
Years
of Sales
Increases
INTAGE Group
Snapshot

10. Get in touch with us
facebook.com/INTAGEVietnam
www.intage.com.vn
contact@intage.com.vn
(+8428) 3820 5558
1st floor, Citilight Tower, 45 Vo Thi Sau St., Dist. 1, HCMC