Part 1. Vietnam Automotive Market: The Battle of Data and Customer Experience
Vietnam’s automotive sector is entering an intense competitive phase where brand or price are merely prerequisites. Today’s customers demand far more – personalized experiences, superior benefits, and clear, trustworthy after-sales commitments.
The market is also witnessing a surge in user data on digital platforms. According to Kantar, 89.7% of users aged 16–64 use Facebook, 88.5% use Zalo, and 77.8% are on TikTok. This is a massive customer base, offering automotive companies vast potential to reach and engage.
Conquering Automotive Customers: Data Management Combined with Personalization
However, customer data today remains horizontally fragmented – each platform holds separate pieces of information, making overall data collection disjointed and lacking systematization. As a result, businesses struggle to obtain a full view of each customer, limiting their ability to analyze behaviors, understand needs, and optimize personalized experiences along the buying journey.
Consequently, despite investing heavily in digital advertising, many companies still face challenges in lead management. Customer data is not systematically collected or managed, leading to potential customer loss, high conversion costs, and disjointed communication journeys. Novaon Digital’s internal research shows that up to 60% of automotive companies lack clear lead management processes, resulting in 30–40% of potential customers being missed even after initial engagement.
Moreover, failing to optimize customer experiences and not understanding each individual’s journey has significantly reduced brand loyalty in the automotive sector. According to S&P Global’s 2024 survey, brand loyalty in the industry is at its lowest point in eight years. This reflects intense competitive pressure, forcing companies to continuously create new value to retain customers – something that cannot be done without the support of modern big data solutions to deeply understand each customer and enhance business performance.
This raises a key question: How can automotive businesses collect, classify, and effectively utilize customer data to enhance personalization and build brand loyalty in today’s era of comprehensive brand experiences?
Part 2. OnLead Solution – A Comprehensive Lead Management Platform for Automotive
Faced with increasingly complex lead management challenges, OnLead Management emerges as an all-in-one solution tailored to the automotive market’s specific needs. Unlike conventional lead collection tools, OnLead is a multi-channel lead management platform, enabling businesses to collect real-time data from Facebook Ads, Zalo Ads, Google Ads, chatbots, websites, hotlines, and centralize them into a single MiniCRM. The system automatically deduplicates, filters for quality, and removes unqualified leads, ensuring clean, ready-to-use data.
OnLead’s outstanding strength lies in its intelligent lead classification by car model, customer need, and region, before instantly distributing leads to the appropriate sales teams within minutes – a critical factor in an industry where response speed heavily influences conversion rates. Additionally, its lead scoring & prioritization feature ranks leads based on conversion potential, allowing sales to optimize resources and focus on truly high-potential customers.
Conquering Automotive Customers: Data Management Combined with Personalization
OnLead integrates with Meta Conversion API, synchronizing data bi-directionally with CRM and ad platforms, allowing lead data to feed back into advertising systems for machine learning optimization, improving lead qualification rates and reducing marketing costs. It also provides lead journey tracking, enabling businesses to monitor the entire customer journey, identify bottlenecks, and optimize processes and experiences – crucial at a time when automotive brand loyalty is at an eight-year low (S&P Global).
Part 3. Case Studies: Honda & GAC Motor – Driving Conversion Growth with OnLead Management
After analyzing the market context and OnLead Management’s solution, let’s look at two typical case studies from BMW and GAC Motor. Each brand faced different challenges but leveraged OnLead to optimize lead management, improve conversion rates, and strengthen brand position.
Case Study – GAC Motor “Where Craft Meets Technology”: Enhancing Customer Experience with Quality Leads
In 2025, GAC Motor, a Chinese automotive brand, implemented OnLead Management from its early days in Vietnam. Entering the market with premium gasoline cars, it faced major challenges due to prejudices about origin and quality. Vietnamese consumers are both price-sensitive and highly demanding in experience and after-sales service, while GAC’s lead management system was previously manual and scattered, resulting in lost leads and slow response times.
To address this, GAC Motor aimed to build an automated system for collecting, classifying, and distributing leads to accelerate response time, track the entire customer journey, and improve sales performance. Novaon Digital deployed OnLead Management, enabling GAC Motor to automatically collect real-time leads from paid media, owned media, chatbots, social media, and websites, centralizing them into a single MiniCRM.
The system automatically deduplicated, filtered for quality, intelligently classified leads by car model, need, and region, then instantly distributed them to the right sales team. A standout feature was lead quality scoring, supporting sales and customer service teams to personalize consultation and care. Additionally, OnLead synchronized data bi-directionally with CRM and Meta Conversion API, optimizing ad budgets while tracking the entire customer journey to reinvest effectively in performing channels.
Conquering Automotive Customers: Data Management Combined with Personalization
As a result, GAC Motor collected over 1,667 leads, including 800 qualified leads, and sold 89 cars, demonstrating the effectiveness of lead management strategies even in market entry stages. Lead processing time was reduced to just 5–10 minutes per step, helping GAC Motor build a modern, professional brand image and a solid foundation for sustainable growth in Vietnam.
Case Study – BMW “In a Luxury Segment Racing: From a Drift to a Hit”: Growing Quality Leads & Optimizing Premium Customer Experience
Between 2022–2023, BMW Vietnam expanded its dealership network to drive sales growth while facing declining luxury car demand and fierce competition. As a premium brand, BMW needed not only to effectively reach potential customers but also to optimize sales strategies to maintain its leading position.
To tackle this, BMW partnered with Novaon Digital to implement OnLead Management, building a comprehensive lead management ecosystem. The solution enabled BMW to collect real-time lead data from Facebook Ads, websites, chatbots, and centralize it in a single MiniCRM. The system automatically deduplicated, filtered for quality, and classified leads by car model, need, and customer behavior, then quickly distributed them to sales teams with real-time notifications. OnLead also featured lead scoring, ranking and prioritizing potential customers to help sales optimize resources and improve closing rates.
Conquering Automotive Customers: Data Management Combined with Personalization
OnLead’s integration with CRM and Meta Conversion API allowed ad targeting optimization through machine learning. BMW also combined this with Meta AR ads inspired by Need For Speed, along with impactful social media and PR content, enhancing brand awareness and customer experience.
As a result, BMW saw positive improvements in quality lead rates, response speed, sales performance, and brand engagement in the luxury segment, affirming its pioneering role in digital transformation and premium customer experience optimization in Vietnam.
Conclusion
In the digital era, where data and speed determine competitive advantage, building a comprehensive customer data management system combined with personalization strategies is no longer optional but mandatory for automotive businesses.
Solutions like OnLead Management not only optimize operational processes but also unlock big data potential, creating a solid foundation for sustainable growth and long-term marketing strategies.
Source: Brandsvietnam
