I. The Automotive Market Landscape at the Turning Point of Digital Communication

In the first half of 2025, Vietnam’s automobile market reached approximately 254,293 units sold, marking a 42% increase compared to the same period in 2024 (VnExpress, 2025). Yet this momentum quickly lost steam entering the third quarter: in August alone, sales of VAMA members dropped by 18% from the previous month, while the overall market — including VinFast and Hyundai — also declined by around 13% (Báo Tin Tức, 2025). Although full-year forecasts suggest sales could reach 500,000 vehicles, with optimistic scenarios projecting as high as 800,000–900,000 (Vietnam Briefing, 2025), underlying uncertainties are reshaping how customers approach car ownership.

Today, many consumers are delaying purchase decisions, particularly in major cities such as Hanoi where low-emission zones are about to be introduced. Concerns about investing in internal combustion engine vehicles under stricter environmental regulations, combined with consumer loan interest rates that remain relatively high, are making buyers more cautious when considering such a significant financial commitment.

As a result, the customer journey has become more complex and fragmented than ever. Shoppers now actively research across multiple channels, compare information online and offline, and expect seamless, personalized experiences. This shift demands that automotive brands build integrated marketing strategies, leverage digital technologies, and optimize every touchpoint along the journey.

In such a fiercely competitive landscape, digital communication and omnichannel strategies are no longer optional — they are decisive factors that enable brands not only to strengthen awareness but also to deliver superior customer experiences, drive conversions, and build long-term loyalty.

II. Omnichannel Marketing in the Automotive Industry: A Comprehensive Strategy to Build Brand Experience  

1. The Evolution of Omnichannel Marketing Strategy

Traditional omnichannel strategies focused on synchronizing basic channels such as websites, email, and showrooms. However, the customer experience was often fragmented and lacked personalization. Customers received information at individual touchpoints without a cohesive journey.

Modern omnichannel, on the other hand, integrates new technologies to optimize the customer journey from online to offline. Consumers enjoy a seamless, personalized experience with consistent information across all channels—from product research and test drive bookings to after-sales services. This key difference is what drives superior marketing performance in the automotive industry today.  

2. Implementing Omnichannel with Brand Experience and the Strategy – Creative – Technology Model

Omnichannel today is not just about being present on multiple platforms, but about creating a cohesive brand experience throughout the customer journey. Brand Experience ensures that customers perceive the brand’s value and message consistently across all touchpoints—from online product research and showroom visits to offline events and digital interactions. This consistency helps build brand recall, emotional engagement, and long-term trust.

Alongside Brand Experience, the Strategy – Creative – Technology model is applied to optimize the entire customer journey. Strategies are developed based on data and behavioral analysis to select the right channels and design personalized experiences. Content and messaging are creatively developed to align with Brand Experience, ensuring consistency at every touchpoint. Technology is used to connect channels, manage customer data, and measure campaign performance—enabling continuous experience optimization.

When Brand Experience and the Strategy – Creative – Technology model are implemented simultaneously, Omnichannel becomes a holistic, seamless, and emotionally resonant experience. Customers not only receive information but also develop a strong connection with the brand, creating a sustainable competitive advantage and improving both conversion rates and customer retention. 

3. Multi-Channel Omnichannel Deployment: Creative Integration of Online and Offline

As competition intensifies in the automotive industry, customers are not only interested in products but also expect a seamless experience throughout their car-buying journey. Multi-channel omnichannel implementation enables brands to reach customers at various touchpoints by combining digital platforms with physical experiences. Through the creative integration of online and offline activities, customers can move smoothly from information discovery and test drive bookings to product interaction and after-sales support—while also enhancing brand awareness and recall. Below are some typical activities categorized by type:

Online activities:

• Website and Landing Page: Provide detailed information about car models, promotional campaigns, allow online test drive bookings, and offer personalized consultation support.
• Social Media & Livestreams: Engage directly with customers through posts, vehicle introduction videos, livestreamed car launches, and live Q&A sessions.
• Employee Advocacy: Encourage staff to share experiences, product information, and events on personal social media to increase credibility and trust with customers.

Offline activities:

• Showroom and Real-life Test Drives: Allow customers to test drive vehicles, experience the product firsthand, and interact directly with consultants.
• Offline Events / Roadshows: Organize new car launch events and test drive experiences at central locations to boost emotional connection with customers.
• Outdoor Advertising (OOH / FOOH): Billboards and LED screens in city centers, airports, and bus stations enhance brand visibility and reinforce product awareness.

This multi-channel deployment is also optimized through the Strategy – Creative – Technology model and aligned with Brand Experience. Each touchpoint, whether online or offline, is designed to deliver a seamless and consistent experience, enabling customers to perceive brand value throughout every stage of their buying journey. As a result, Omnichannel not only enhances customer experience but also creates a sustainable competitive edge for automotive brands. 

III. Challenges and Solutions in Implementing Omnichannel in the Automotive Industry

One of the major challenges in implementing Omnichannel in the automotive industry is the lack of data synchronization between departments. Marketing, sales, and showrooms often do not share data effectively, leading to an inconsistent customer experience. Customers may receive different information depending on the channel they engage with—whether it’s the website, social media, or direct experience at the showroom—which reduces conversion efficiency and weakens customer loyalty.

In addition, many businesses face difficulties due to limited technological capabilities and implementation resources. Operating tools such as CRM systems, customer data analytics, and multi-channel campaign management requires a high level of expertise. Without a professional team or the right implementation partner, it becomes difficult for brands to optimize the customer experience and sustain the effectiveness of the Omnichannel strategy.

Another challenge lies in investment costs and the need to change existing workflows. Implementing Omnichannel not only requires investment in technology but also staff training and operational process transformation. These factors can become barriers for brands that are not fully prepared for comprehensive transformation, thereby slowing down deployment progress.

Finally, measuring and optimizing strategic effectiveness is also a critical issue. When operating across multiple channels, businesses often struggle to continuously monitor, evaluate, and improve performance. Without a structured measurement system, strategic adjustments may lack accuracy—negatively impacting the customer experience and business results.

Conclusion:
To overcome these challenges, automotive brands need to partner with agencies that have proven experience and strong capabilities in both technology and strategy. Novaon Digital provides a comprehensive solution—from data management and technology deployment to multi-channel optimization—helping brands enhance customer experience, increase conversion rates, and build a seamless customer journey. 

IV. Featured Case Study: When Omnichannel Drives Breakthroughs for Automotive Brands

1. Omoda & Jaecoo
Brand Context:
Omoda & Jaecoo are two newly launched car brands in Vietnam under the Chery Group, targeting mass-market customers with practical and modern vehicle lines. Despite having advantages in design, technology, and after-sales services, these brands still need to build a strong brand image and gain consumer trust. Additionally, they must overcome psychological barriers related to brand origin, market competition, and conservative consumer habits.

Novaon Digital’s Solution:
Novaon Digital implemented a comprehensive Omnichannel strategy, integrating both digital and offline solutions to optimize customer experience. Activities included multi-platform livestreams, performance marketing on social channels like TikTok, Facebook, and Zalo, along with interactive campaigns both online and offline. In parallel, customer data systems were managed and distributed to the sales team to enhance interaction and customer care.

Results:
The strategy helped Omoda & Jaecoo increase brand awareness, establish a seamless connection between customers and the brand, and improve both engagement and conversion rates—while ensuring customer data privacy. The overall goal was to optimize the end-to-end experience and lay a trustworthy foundation for the brand in the Vietnamese market.

GAC Motor 

2. GAC Motor

Brand Context:
GAC Motor is a Chinese automotive brand currently in the phase of entering and expanding in the Vietnamese market. The brand offers high-end vehicles, including billion-VND models, targeting customers with high expectations for product quality, after-sales service, and brand reliability. Amid intense competition and a consumer base that is both price-sensitive and demanding in terms of experience, GAC Motor needs to establish a trustworthy brand image and create clear market differentiation.

Novaon Digital’s Solution:
Novaon Digital has accompanied GAC from the very beginning, providing strategic consulting and deploying a comprehensive Omnichannel solution. Activities included customer data management through the OnLead platform, multi-channel advertising, optimization of social media and digital ad interactions, and consistent customer care throughout the buying journey. The strategy integrates Brand Experience with the Strategy – Creative – Technology model to ensure a unified, personalized, and performance-optimized experience from online to offline.

Results:
The strategy enabled GAC Motor to build a trustworthy brand image, enhance awareness and customer confidence, and optimize the vehicle purchase journey. Engagement and conversion metrics demonstrated positive outcomes, while detailed information on sales and customer data remains confidential.

Omoda & Jaecoo 

V. Expert Insights from Novaon Digital

Omnichannel is no longer just a trend — it has become an essential requirement in the automotive industry in Vietnam. In a competitive market where customer behavior is rapidly evolving, brands need more than just multi-channel presence; they must deliver seamless, personalized, and emotionally engaging experiences.

According to experts at Novaon Digital, effective Omnichannel implementation requires the simultaneous integration of Brand Experience and the Strategy – Creative – Technology model. This approach enables the optimization of customer experience across the entire journey — from strategic planning and content creation to technology operations at every touchpoint — ensuring consistent brand messaging and improved conversion performance.

Novaon Digital is a pioneer in implementing Omnichannel solutions for the automotive sector in Vietnam, with practical experience from projects such as Omoda & Jaecoo and GAC Motor. With a comprehensive technology ecosystem, a team of strategic consultants, and deep implementation capabilities, Novaon empowers brands to build seamless customer journeys, enhance brand awareness and trust, and drive sustainable growth in the digital age.