Marketing for EV 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 feeds sales and test-drive data back to advertising 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
Buy reach
Meta, TikTok, Google, and advertising inside the marketplaces themselves.
2
Convert to orders
Marketplace storefronts, the web store, livestream, affiliate, discount codes.
3
Bring customers back
Where profit is decided, and the most commonly neglected step.
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.
Profit after ad cost
Per product, not in aggregate.
Common mistake: using ROAS in its place.
Cost to acquire a new customer
New and returning kept separate.
Common mistake: blending them, so returning customers flatter the figure.
Repeat purchase rate
By cohort of first purchase month.
Common mistake: measured across all customers, hiding the trend.
Customer lifetime value
Only trustworthy after two quarters of clean data.
Common mistake: extrapolated from one good month.
Platform concentration
Share of revenue from the largest channel.
Common mistake: nobody tracks it until that channel changes its terms.
What MWY does in this category
- Feed 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
Other categories, same revenue mechanism
Start by learning the real number
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