VinFast pivots to ultra-luxury with new Lac Hong brand

Vietnamese automaker VinFast is moving to diversify its global portfolio by launching an entirely new high-end brand, Lac Hong, marking a significant strategic shift as the company navigates the challenges of the competitive North American and Asian electric vehicle markets. The move comes as the company continues to refine its primary offerings, such as the VF9, which has faced scrutiny for its performance in extreme climates.

Expanding the VinFast vision with Lac Hong

The new Lac Hong brand is designed to sit at the pinnacle of the company’s vehicle hierarchy. VinFast has unveiled two flagship models: the Lac Hong 800S, a large SUV, and the 900S, a classic luxury sedan. According to company specifications, both vehicles feature a powerful three-motor all-wheel-drive system capable of delivering 615 horsepower. To compete with established European luxury manufacturers, the models incorporate a full active suspension system, Nappa leather interiors, and gold-plated accents. The 900S sedan notably features a design language reminiscent of ultra-luxury heritage brands, including a prominent vertical-slat grille.

Global market performance and regional challenges

The launch of Lac Hong serves as a pivot point for VinFast, which has seen varied results in its international expansion. In North America, while the VF9 has been praised for its spacious cabin and sophisticated Pininfarina-penned design, reviewers have noted significant hurdles. Concerns regarding the vehicle’s 14.7-metre turning radius and the lack of battery pre-heating capabilities for cold-weather operation have highlighted the gap between the company’s ambition and the practical requirements of the Canadian market, as reported by The Globe and Mail.

Simultaneously, the company is seeing traction in the Indian market. Since entering the region in September 2025, VinFast has established 36 dealer stores and recorded 1,482 unit registrations through January 2026. This regional success is supported by the local assembly of its VF 6 and VF 7 models at a facility in Tamil Nadu, demonstrating a localized strategy that contrasts with its high-end global aspirations.

Technology and infrastructure as core pillars

Beyond vehicle manufacturing, VinFast remains deeply integrated into Vietnam’s push for industrial digitalization. The company’s parent, Vingroup, continues to invest in the broader smart manufacturing ecosystem. This commitment will be showcased at the upcoming Vietnam Smart Factory Expo 2026 in June, where advancements in robotics, automation, and industrial software will take center stage. Through initiatives like V-GREEN, which is developing charging infrastructure in partnership with major oil retailers, VinFast is attempting to build the necessary support network to sustain its growth.

While the introduction of the Lac Hong brand signals an intent to capture the ultra-luxury segment, the company’s long-term viability remains tied to its ability to bridge the gap between high-concept design and the rigorous technical demands of diverse global climates.