Instead of competing solely on price, electric motorbike manufacturers in Vietnam should focus on delivering genuine value to consumers through technology, ride experience, and after-sales service.

The electric motorbike market in Vietnam is growing rapidly, with the participation of numerous domestic and international brands. At one point, the country saw up to 42 manufacturers, assemblers, and distributors competing in the space, including notable names like Hkbike, Dkbike, Osakar, Dilbao, DTP, and more recently, Yadea.

For nearly 20 years, low-cost electric motorbikes have occupied a niche market of around 500,000 units, with 90% of sub-USD 800 bikes purchased by middle and high school students.

In this context, many companies have adopted price-cutting strategies to attract customers. Leading brands like Yamaha Neo’s, Yadea, Pega, and Datbike have all offered deep discounts in recent years.

But this kind of price war has become a battle in a crowded “Red Ocean” - a space where competition is fierce and profit margins razor-thin.

So, is low price the most important factor in selling an electric motorbike?

In my opinion, no.

Previously, a Vietnamese company launched a model that could only travel 80km per charge, with a top speed of 35km/h, priced at VND 35 million (USD 1,400). Despite the limitations, the vehicle was warmly received by customers.

More recently, Honda introduced the ICON electric motorbike priced at VND 29 million (approx. USD 1,160) - excluding the battery, which is available through a rental model. While this isn’t considered cheap, the vehicle offers modest specifications: slow charging, limited range, and a low-capacity battery.

But clearly, Honda is playing a long game - focusing on sustainable profitability rather than joining the ongoing price war.

This raises a key question: Should consumers look beyond price when buying an electric motorbike?

They should.

Slashing prices is a double-edged sword - it might boost short-term sales but also undermines product quality, margins, and long-term viability.

In my view, manufacturers should concentrate on creating real value for consumers through technology, ride experience, after-sales support, and brand identity.

1. Technology: The core of competition

Electric motorbikes are no longer just a means of transportation - they’re high-tech products. Manufacturers must invest in research and development (R&D) to improve battery performance, optimize electric motors, and integrate smart features such as IoT connectivity, GPS, and AI.

A vehicle with fast-charging capabilities, durable battery life, and extended range will have a clear competitive edge and attract discerning customers.

2. Ride experience: Prioritize quality over quantity

Today’s consumers care deeply about their riding experience - from handling and comfort to safety and acceleration. Instead of cutting corners, manufacturers should focus on improving frames, brakes, suspensions, and ergonomic design.

A sleek, modern bike that delivers a smooth and safe ride is far more appealing than a cheap but unreliable alternative.

3. After-sales service: The key to customer loyalty

One of the major weaknesses in Vietnam’s electric motorbike market is the lack of reliable maintenance and support services. Customers often worry about durability, spare parts availability, and repair costs.

To gain customer trust, businesses must develop professional warranty services, offer easily replaceable components, and provide regular maintenance programs. A strong after-sales strategy builds both consumer confidence and brand reputation.

4. Brand identity: Sell a lifestyle, not just a product

Rather than focusing on price, brands should cultivate a strong image centered around sustainable, tech-driven, and modern living. Through marketing campaigns, user events, and a supporting ecosystem of services, companies can build deeper connections with customers.

This not only boosts brand awareness but also drives sustainable sales - without relying on price wars.

In Vietnam’s electric motorbike industry, competing on price alone is not a viable long-term strategy. Manufacturers must shift their focus to technology, ride experience, after-sales service, and brand building to deliver true value to customers.

When buyers recognize the tangible benefits of a product, they’re willing to pay a higher price for reliability and peace of mind. That’s the path toward a resilient and thriving electric vehicle industry in Vietnam.

Le Hoang Long (CEO of Giovani)