Ford Vietnam has just added the Territory Platinum version to the Territory product range, bringing the number of versions of this C-segment SUV model to four. The move not only expands the product portfolio but also reflects the new competitive trend of one of the most vibrant segments in the Vietnamese auto market.
For many years, C-segment SUVs have always been a "hot spot" with the presence of Mazda CX-5, Hyundai Tucson, Kia Sportage, Honda CR-V, Ford Territory, Mitsubishi Outlander, Peugeot 3008 and Subaru Forester. Each model targets a separate customer group, causing the competitive landscape to constantly change.
Race to the value of use
If in the 2022-2024 period, manufacturers mainly competed by incentives and price reductions to stimulate demand, now the trend has shifted to product upgrades.
Instead of constantly adjusting selling prices, many manufacturers choose to add new versions or upgrade equipment on existing models. Territory Platinum is an example when focusing on the interior, sound system, driving assist technology and warranty policy, while the powertrain remains the same.
This is also the direction of many competitors such as Mazda with CX-5, Hyundai Tucson, Honda CR-V or Kia Sportage when continuously updating technology and amenities.
According to observers, as the price gap narrowing, the competitive advantage is no longer mainly in technical specifications but shifts to user experience, connectivity, finishing quality, maintenance costs and resale value.
ADAS and after-sales become a competitive advantage
One of the clearest changes in the C-segment SUV segment is the popularity of Advanced Steering Assist (ADAS) systems. Features such as adaptive cruise control, lane keeping assist, blind spot warning or automatic emergency braking have now appeared on many mid-range and high-end versions.
Ford's addition of traffic jam driving assistance features on Territory Platinum shows that manufacturers continue to expand driver assistance technology. However, experts also noted that ADAS only plays a supporting role and drivers are still fully responsible in the operation process.
Besides technology, after-sales service also becomes a differentiating factor. The 5-year or 150,000 km warranty policy applied to the entire Territory line is an example of the trend of manufacturers increasing ownership value through warranty, vehicle management applications, rescue and maintenance services.
According to market research units, long-term usage costs are increasingly affecting car purchase decisions, especially for family customers.
Although still a highly attractive segment, C-segment SUVs are under competitive pressure from both sides. Many B-segment SUV models are continuously expanding in size and equipment, while some D-segment SUV models are being price adjusted or applying many incentive programs, causing the ownership cost gap to narrow.
In that context, car manufacturers are forced to expand their product portfolios and create more versions to meet the diverse needs of customers. When the difference in engines and basic equipment is no longer too large, the race in the C-segment SUV segment is shifting to long-term factors such as driving assist technology, user experience, after-sales service and total ownership costs throughout the car's life cycle.
