The implementation of Geely's entry into Vietnam

This study examines Geely Auto’s distributor-led entry into the Vietnamese market, with a focus on operational execution, HQ–distributor alignment, and electric vehicle market strategy. Drawing on the researcher’s direct involvement, the study combines case analysis with SWOT, PESTLE, and principal–agent frameworks to identify key challenges in brand perception, network expansion, and market competitiveness. A phased strategic framework is proposed, covering governance mechanisms, local capability development,and long-term strategic initiatives such as experience centers and CKD assembly. The findings provide practical recommendations for improving HQ–distributor coordination, enhancing brand equity,and achieving sustainable growth in the emerging EV market.