Independent marketing consulting for electric vehicle and mobility companies in Vietnam
Electric two-wheelers · Electric cars · Charging · Mobility services · Components
High order value, a long consideration cycle, and buyers who worry more about infrastructure than about the product. Together they make month-by-month advertising numbers close to meaningless.
Short answer
EV and mobility carry high order values and long decision cycles, so cost per enquiry means little unless it can be tied to a signed sale. The real objections in this market are charging infrastructure and resale value — two things that rarely appear in the advertising. MWY specifies how sales and test-drive data flow back to advertising, signs off the setup, and measures on the real cycle length.
How the money is made
We group these categories because the money travels the same path, not because they sell the same thing.
1
Attract interest
Advertising, content, search, referral. The result is an enquiry, not yet a customer.
2
The team closes
Response speed and consultation quality decide more than the advertising does.
3
Customers refer customers
The cheapest channel of the three groups, and the least measured.
Five questions this category hears most
What is your cost per vehicle sold, not per enquiry?
A cycle of several months means this month’s enquiries do not correspond to this month’s sales. It has to be measured by enquiry cohort, or every conclusion is skewed.
Does your content answer the charging and resale questions?
These are the two real objections in this market. Advertising talks about design and technology while the buyer is worried about something else entirely.
Are you and your dealers bidding against each other?
Very common: the brand and the dealer network bid on the same terms, pushing cost up without adding buyers. Nobody sees it because the two sides read different reports.
How are test drives measured?
In this category the test drive is the most reliable intermediate indicator between advertising and sale, and it is usually not connected back to a source.
Are fleet and retail buyers measured together?
A fleet order has a completely different cycle and value. Measured together, one large order flatters a whole month and hides weak retail demand.
Metrics worth tracking
And the measurement mistake that usually comes with each.
Cost per contract
Not cost per enquiry.
Common mistake: optimising cost per enquiry while quality falls.
Close rate by source
Split by channel and by campaign.
Common mistake: only a blended rate, so nothing can be cut with confidence.
Enquiry response time
In minutes, by hour of day.
Common mistake: an average only, hiding abandoned peak hours.
Average contract value by source
A cheap channel does not always bring large contracts.
Common mistake: comparing cost without comparing value.
Share from referral
Asked directly at intake, not inferred.
Common mistake: folded into “direct” and lost from reporting.
What MWY does in this category
- Specify and sign off the feed of sales and test-drive data back to the ad platforms
- Measure by enquiry cohort rather than by calendar month
- Review content against the two real objections: charging and resale value
- Find where the brand and its dealers are bidding against each other
- Separate fleet from retail buyers in every report
Not selling in Vietnam yet?
Everything above assumes a business already spending here. Before entry the questions come earlier: whether the category is worth a budget, and in what order to go in.
- Vietnam Market Research
Six weeks on one product line: how large its market is here, who buys, at what price, who already sells it — and whether it is worth a budget at all.
from$9,000
- Go-to-Market Strategy
Research first, then the plan: what your category looks like here and who already wins it, then positioning, the order of channels, the partner shortlist and a 90-day launch plan.
from$15,000
Start by learning the real number
Month one of Advisory & Oversight is a full audit of your digital operation in Vietnam.