From June 23 to 25, 2023, the 5th Automechanika Ho Chi Minh City, Southeast Asia's most influential trade fair for automotive parts, accessories, and aftermarket services, was held at the Saigon Exhibition and Convention Center (SECC) in Ho Chi Minh City, Vietnam. Under the theme "Green Transformation and Technological Innovation", the event attracted 461 exhibitors from 21 countries and regions, covering an exhibition area of 15,740 square meters, and welcomed 13,148 professional visitors, setting new records in scale and international participation. Beyond facilitating business matchmaking, the fair highlighted key trends shaping the future of Southeast Asia's automotive sector through cutting-edge technology displays and thematic conferences.
Record-Breaking Scale and Enhanced Global Reach
Exhibitor and Visitor Milestones
The 2023 edition brought together leading global players across passenger vehicles, commercial vehicles, and motorcycles, alongside innovative solutions in automotive manufacturing, automation, electronics, intelligent connectivity, tires, wheels, diagnostics, repairs, and car care. Exhibitors hailed from Egypt, Australia, Germany, France, South Korea, Lithuania, the U.S., Malaysia, Japan, Thailand, Turkey, Singapore, the U.K., India, and China, with Chinese companies accounting for over 30% of participants, cementing their status as Vietnam's top automotive suppliers.
Professional visitors surged from 37 countries and regions, including buyers from Malaysia, India, Indonesia, and Vietnam. Many exhibitors reported successful overseas customer engagements and strengthened brand recognition. For instance, Nguyen Minh Vu, Service Manager at Vietnam's OBD Vietnam, noted: "The fair's growing scale helped us connect with buyers from Malaysia, India, and China, offering critical opportunities for global expansion."
Specialized Zones Spotlight Emerging Trends
To align with industry shifts, the fair introduced four core exhibition zones:
- Electronics & Intelligent Connectivity Zone: Showcased EV technologies, connected car solutions, and digital services, featuring global giants like Bosch and ABB.
- Automotive Manufacturing & Automation Zone: Led by the Vietnam Association of Supporting Industries (VASI) and Japanese joint ventures, it highlighted local manufacturing capabilities and supply chain upgrades.
- Diagnostics & Repair Zone: Presented smart repair equipment, testing tools, and training services to enhance workshop efficiency.
- Accessories & Customization Zone: Catered to young consumers' demands for personalized vehicles, covering interiors, audio systems, and performance modifications.
Green Transformation Takes Center Stage: Electrification and Digitalization Lead the Way
Vietnam's EV Market Poised for Explosive Growth
According to the Vietnam Automobile Manufacturers Association (VAMA), the country's EV fleet is projected to exceed 1 million units by 2028 and 3.5 million by 2040, creating vast opportunities for aftermarket players. The Electronics & Intelligent Connectivity Zone became a focal point, with companies like South Korea's DACCORD showcasing battery management systems, charging infrastructure, and lightweight materials. Jeon Kwang-Hwi, Chairman of DACCORD, stated: "Vietnam's EV demand is skyrocketing. We aim to deepen local partnerships through this platform."
Conferences Address Industry Challenges
The "Electrification & Digitalization Conference" and "Automotive Manufacturing Transformation & Automation Conference" gathered experts from Bosch, ABB, and other firms to discuss Southeast Asia's green transition strategies:
- Localizing supply chains to reduce import dependency.
- Leveraging digital tools like AI and big data to optimize repair processes and cut emissions.
- Advocating policy support for EV infrastructure development.
Business Matchmaking Meets Entertainment: Energizing the Market
Efficient Trade Platform Drives Growth
The fair facilitated precision matchmaking through "One-on-One" negotiations and an online sourcing system. Cheng Zhicheng, Managing Director of Malaysia's Shengmeike Auto Parts, remarked: "The event helped us align products with Vietnam's market needs, paving the way for localized operations."
AutoFest@HCMC Engages Consumers
To boost consumer engagement, the fair integrated entertainment with activities like Car Care Day, live music, EMMA Vietnam Car Audio Competition, and drift performances. Nguyen Ha Tuan, Sales Manager at Saigon Invest, praised: "The blend of industry insights and fun activities deepened consumer connections with automotive culture, while professional maintenance services showcased technological advancements."
Opportunities and Challenges for Chinese Companies
Strengthening Local Partnerships
China remains Vietnam's largest automotive parts importer, accounting for 72% of imports. Chinese exhibitors offered cost-effective components, repair equipment, and electrification solutions. However, rising local manufacturing capabilities demand deeper collaboration, such as joint ventures or technology transfers, to navigate trade barriers and meet market demands.
Shifting from Price Competition to Value Creation
Vietnamese consumers increasingly prioritize quality, urging Chinese firms to transition from "price wars" to "value-driven strategies". For example, a Chinese exhibitor's smart diagnostic tool, featuring multilingual support and cloud connectivity, attracted significant interest from Vietnamese workshops.
Outlook: Vietnam as Southeast Asia's Automotive Hub
The success of Automechanika Ho Chi Minh City 2023 underscores Southeast Asia's rapid shift toward green and intelligent mobility. As Vietnam implements its "Automotive Industry Development Strategy 2030-2045", the next decade will be pivotal for industry stakeholders. For global players, Vietnam offers not just a manufacturing base but a gateway to the ASEAN market.
2024 Preview: The 6th edition will run from June 20–22, 2024, with further expansion planned. Organizer Messe Frankfurt pledged to enhance the "Exhibition + Conference + Entertainment" model, driving Vietnam's automotive sector toward high-quality growth.
Conclusion
Amid the green transformation wave, Automechanika Ho Chi Minh City 2023 served as a catalyst for technological exchange and business collaboration, reflecting Southeast Asia's automotive evolution. For Chinese companies, seizing Vietnam's market potential requires innovation-driven strategies and localized partnerships to thrive in this dynamic emerging market.
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