In this article, we will introduce the market size of tires consumed in Vietnam, the market size of each segment, Google search trends based on keywords about truck tires, and the results of our research of the digital communication strategies of three truck tire companies that are actively implementing online marketing activities. 

Vietnam’s Tire Market Overview  

Overview of the Tire Market in Vietnam

Vietnam’s tire industry has experienced significant growth in recent years due to increased vehicle ownership and rapid urbanization. In 2023, the market size was estimated to be approximately 2.84 billion USD, with an expected compound annual growth rate (CAGR) of 5.37% over the next few years. This growth is primarily driven by the expanding middle class and improving economic conditions, leading to increased demand for passenger and commercial vehicle tires.

Data on Vietnam’s Overall Tire Market Share 

Year	Market share (million USD)
2025 (forecast)	32.79
2024 (forecast)	31.10
2023	26.76
2022	25.44
2021	24.13
2020	22.90
2019	21.58
2018	20.26
2017	18.85
2016	17.53
2015	16.21
2014	14.89

Vietnam’s market segmentation by tire type

Firstly, the passenger vehicle tire segment refers to tires specifically designed for passenger cars such as sedans, hatchbacks, and SUVs. This segment reflects the increasing ownership of private vehicles, with a market size of approximately 610 million USD in 2023, making it the largest segment. 

The motorcycle tire segment, supported by the motorcycle culture in Vietnam, is the second largest segment, with a market size of about 460 million USD. 

Commercial vehicle tires, used for trucks, buses, and other heavy-load vehicles, are essential for logistics and transportation. Their market size is around 370 million USD.

Off-the-road (OTR) tires are specialized for construction and mining machinery. They are showing stable growth due to infrastructure development, reaching approximately 65 million USD.

Year	Passenger Car Tires	Motorcycle Tires	Commercial Tires	Off-the-Road Tires (OTR)
2025 (Forecast)	4.55	3.38	2.66	0.49
2024 (Forecast)	4.22	3.18	2.53	0.45
2023	3.96	2.99	2.40	0.42
2022	3.77	2.86	2.27	0.39
2021	3.57	2.73	2.14	0.36
2020	3.38	2.60	2.01	0.32
2019	3.18	2.47	1.88	0.29
2018	2.99	2.34	1.75	0.26

Vietnam’s market segmentation by distribution channel

Distribution channels include OEM (Original Equipment Manufacturer), aftermarket, and online sales. OEM refers to tires supplied to vehicle manufacturers for new vehicles. In 2023, this segment supported the increase in automobile production, with a market size of approximately 310 million USD.

The aftermarket, which is the largest segment, covers replacement tires sold after the original tires have worn out. This segment reached about 670 million USD due to the aging of vehicles and increased usage.

Online sales involve tires sold through e-commerce platforms, reflecting digital transformation and the consumer need for convenience, reaching approximately 80 million USD.

Year	OEM (0.65 million USD)	Aftermarket (million USD)	Online sales (million USD)
2025 (forecast)	3.30	7.07	0.94
2024 (forecast)	3.11	6.69	0.85
2023	2.92	6.31	0.75
2022	2.73	5.92	0.66
2021	2.54	5.54	0.57
2020	2.36	5.16	0.47
2019	2.17	4.77	0.38
2018	1.98	4.39	0.28

Search Trends for Truck Tires in Vietnam

In this section, we analyze the search trends for the following keywords.

Keyword

Lốp xe tải: Truck tires

Vỏ xe tải：Truck tires

Keyword explanation

Lốp xe tải: This term generally refers to ‘truck tires themselves’, that is, the part holding air (the tire). In Japanese, it means ‘truck tires’ in a literal sense. 

Vỏ xe tải: This term often refers to the outer part of the tire, that is, the ‘tread’ or ‘cover’ of the tire. In Japanese, it is close to the meaning of ‘the exterior of truck tires’ or ‘the cover of truck tires.

Top 50 monthly keywords searched. 

Based on the keywords above, this list also includes keywords that Google has determined to be related. 

No.	Keyword	Monthly Search Volume
1	lốp xe tải	720
2	vỏ xe tải	170
3	lốp 825 16 bố thép	210
4	lốp 6.50 16 bố thép maxxis	140
5	lốp maxxis 750-16	70
6	lốp 12.00r20 bridgestone	50
7	vỏ xe maxxis 825 16	30
8	lốp bridgestone 12.00r20	50
9	lốp xe tải 11r22.5	50
10	lốp xe tải casumina	40
11	lốp xe tải giá rẻ	40
12	lốp 900-20 bridgestone	30
13	giá vỏ xe maxxis 825 16	30
14	lốp xe tải 1200r20	30
15	vỏ xe maxxis 825-16	30
16	lốp xe ô tô bridgestone	30
17	lốp xe tải 1100r20	30
18	vỏ xe tải casumina	20
19	giá lốp xe tải bridgestone	20
20	lốp xe tải r15	20
21	lốp xe tải giá bao nhiêu	20
22	vỏ xe tải maxxis	20
23	lốp 825-16 giá tốt	20
24	giá lốp xe tải 1200r20	20
25	giá vỏ xe tải	20
26	lốp 1200r20 giá bao nhiêu	20
27	giá lốp xe tải 900-20	20
28	vỏ xe tải 825-16 giá rẻ	20
29	lốp xe tải casumina 825-16	20
30	giá lốp xe tải 11r22.5	20
31	lốp xe tải casumina giá rẻ	20
32	lốp xe tải 1100-20	20
33	lốp xe tải 900-20	20
34	lốp xe tải 900-16	20
35	giá lốp xe tải maxxis	20
36	lốp xe tải 900r20	20
37	lốp xe tải 11r24.5	20
38	lốp xe tải giá rẻ 1200r20	20
39	lốp xe tải 825-16 giá bao nhiêu	20
40	lốp xe tải casumina 1200r20	20
41	lốp xe tải r16	20
42	lốp xe tải 700-16	20
43	vỏ xe tải giá rẻ	20
44	lốp xe tải bridgestone 1100r20	20
45	vỏ xe tải bridgestone	20
46	lốp xe tải 11.00-20	20
47	lốp xe tải giá rẻ nhất	20
48	vỏ xe tải casumina	20
49	lốp xe tải casumina 900-20	20
50	vỏ xe tải r16	20

Search trends of keywords including related keywords 

The keywords being searched are categorized as follows: 

1. Vehicle types: Keywords that include “xe”（car), “tải”（truck), and “ô tô”（automobile）
2. Tire brands: Keywords that include brand names, such as “Maxxis”, “Michelin”, “Bridgestone”, and “Casumina”.
3. Tire types and materials: Keywords that include “lốp”（tire), “vỏ”（cover), “săm”（tube), “bố”（fabric), and “thép”（steel). 
4. Tire sizes: Keywords that include specific sizes, such as “16”, “825”, “8.25”, and “750”. 
5. Price/ cost: Keywords that include “giá”（price). 

Each keyword category’s number of keyword types and total monthly search, and keyword examples and their total monthly search volume are as follows: 

Group	Number of Keyword Types	Examples of Keywords with High Monthly Search Volume	Total Monthly Search Volume
Loại xe	114	lốp xe tải (720); vỏ xe tải (170); lốp xe tải …	3920
Thương hiệu lốp xe	34	lốp 6.50 16 bố thép maxxis (140); lốp maxxis 7…	1200
Các loại và vật liệu của lốp xe	130	lốp xe tải (720); lốp 825 16 bố thép (210); vỏ…	5260
Kích thước lốp	36	lốp 825 16 bố thép (210); lốp 6.50 16 bố thép …	1740
Giá/chi phí	6	giá vỏ xe maxxis 825 16 (30); giá vỏ xe tải (3…	120

Key points: 

• Vehicle type is important for accurately filtering the tires available to users, resulting in a high search volume.
• Keywords that include tire types and materials (such as “lốp” (tire), “vỏ” (cover), “săm” (tube), “bố” (fabric), and “thép” (steel)) have the greatest example variety and the highest search volume. While each keyword example is niche and has a few searches, they have the potential to capture specific user needs.
• The total volume for brand name keywords is lower compared to other keyword categories. This suggests a strong tendency for people to search using specific criteria related to vehicle types and tire requirements rather than focusing on brands.

Highly recognized brands from search results 

Below are the searched brand names, the number of related keywords, and the total monthly search volume:

Brand	Total Monthly Search Volume	Number of Keyword Types
Maxxis	760	17
Bridgestone	170	5
Casumina	140	5
Michelin	130	7

Maxxis

Maxxis is a tire brand established by Cheng Shin Rubber Industry Co., Ltd., a tire manufacturer based in Taiwan. Maxxis produces a variety of tires, including those for trucks, and is known worldwide for its high-quality and durable products. The brand is particularly famous for the SUV and pickup trucks, as it is commonly equipped on models such as the Ford Ranger, Toyota Hilux, and Mitsubishi Triton. These vehicles are in high demand in Vietnam, which can contribute to the increased recognition of Maxxis in the market.

Bridgestone

Bridgestone, headquartered in Japan, is one of the largest tire manufacturers in the world and is widely recognized in the Vietnamese market. Bridgestone has a large tire factory in Vietnam, primarily producing passenger car radial tires. These tires are not only sold in the domestic market but are also exported to markets in Europe, America, and Japan.

Casumina

Casumina is a brand of the Southern Rubber Industry Joint Stock Company, a leading tire manufacturer in Vietnam. The company primarily produces tires for motorcycles, trucks, and agricultural machinery, and its products are widely used in the Vietnamese market. Casumina takes up a significant market share in Vietnam, particularly in the motorcycle tire segment, where it has a very strong presence. Due to its good cost-performance ratio, the brand is preferred by many Vietnamese consumers.

Michelin 

Michelin is a global tire manufacturer based in France, recognized as a premium tire brand in the Vietnamese market. Michelin offers tires for passenger cars, trucks, and motorcycles, known for their durability and high performance. In Vietnam, the brand holds a significant share, particularly in the premium segment, and is popular among consumers and businesses seeking high-quality products. The company’s “Michelin Guide” is also published in a Vietnamese edition, and nominated restaurants often become topics of conversation among local Vietnamese. 

Digital Communication Strategies of Major Web Players

In this part, we will analyze the digital communication strategies (UX: User Experience and web marketing goals) of three companies that are actively engaged in online marketing.

Definition and target of major web players 

In this article’s context, major web players are defined as companies that actively advertise on Google and direct users to their own websites.

The following three companies are included:

• Hai Au
• Hankook Tire
• Bridgestone

Hai Au’s digital communication strategy 

About Hai Au 

Hai Au Investment Corporation (Hai Au, Ô tô Hải Âu) was established in 2012 and is the official distributor of Chenglong trucks in Vietnam. Chenglong is a big vehicle manufacturer based in China, primarily producing commercial vehicles such as trucks and buses. Hai Au offers a wide range of heavy machinery, including dump trucks, tank trucks, and special vehicles, including Chenglong’s bodywork. The company has an extensive sales network and is committed to providing genuine products and after-sales services nationwide.

Landing page used by Hai Au for advertising

The landing page (LP) that Hai Au uses for advertising is as follows: 

First View

At the top of the page, the Hai Au logo is displayed alongside the ChaoYang logo in the tire catalog, emphasizing Hai Au’s position as an authorized dealer of ChaoYang. Hai Au expects people to associate Hai Au with ChaoYang when they see the brand or search for ChaoYang tires, recognizing Hai Au as the distributor in Vietnam.

This UX design allows vehicle users to easily find compatible tires on the website. However, users of other truck brands may encounter difficulties as they are unable to find the tires they need.

Global Menu

The global menu is organized based on the types of roads that the tires are specialized for, including highways, local roads, and construction site roads. This indicates that ChaoYang tires are focused on vehicles that frequently operate on these three road types.

Product Description

The tires featured on this page are primarily designed for big vehicles such as trucks and buses. The following product characteristics are highlighted:

• Excellent Maneuverability: The tires are durable and can be used safely across various terrains.
• Outstanding Cut Resistance: The tires are highlighted for their resistance to damage from sharp objects and rough conditions, ensuring a long lifespan.
• Direct Import from Thailand: The tires are directly imported from Thailand, indicating high quality.

In Vietnam, many local roads, particularly in rural areas, are poorly maintained. Therefore, the high durability of these tires and their resistance to issues like punctures on various road types are considered particularly important for commercial tires.

 Web User Goals 

A contact form is provided for users to get quotes. Users can access this form by clicking the “Nhận báo giá” (Request a Quote) button. Additionally, the product page includes contact information, prioritizing contact from potential customers.

The focus is on B2B transactions, with an intention to quickly facilitate communication between representatives.

UX Flowchart from the Hai Au site

On the page used for advertising, users can select the tires that they need, check the product details, and proceed to contact a representative or request a quote.

Hankook Tire’s digital communication strategy

About Hankook Tire

Hankook Tire offers a wide range of tires in the Vietnamese market, from passenger cars to commercial vehicles. Their high-performance and durable products are well-regarded, particularly popular in both the premium segment and among general consumers. They also collaborate with domestic automotive manufacturers and distributors in Vietnam, and their tires are often chosen as standard equipment for new vehicles. Currently, they have no production plant in Vietnam, and Hankook Tire supplies the Vietnamese market through imports from neighboring countries.

Landing page used by Hankook Tire for advertising

The landing page (LP) that Hankook Tire uses for advertising is as follows. This site is the Vietnamese version of its page which is used globally.

First View 

The large, intuitive text and images allow users to easily identify which vehicle category they prefer. The catalog page features a list of relevant products, where the tire names are presented as logos from the tire lineup rather than regular text, indicating a focus on enhancing brand recognition for the lineup.

Keywords highlighting the tire features are displayed within the tire list, along with detailed information such as awards and new releases. This allows users to access various information on this page and navigate to the product pages that interest them.

Global Menu 

The global menu displays options for Tires (Vehicle Types, Product Lineup, Seasonal Tires), Store, Promotions, Support and Help, Why Hankook, Tire Search, and Distributor Search. Users can explore tires based on vehicle types, product lineups, and seasonal tires, and the tire search function allows them to search for tire lineups and sizes by vehicle type within a menu that expands when hovered over.

The Support section provides access to specialized information, such as warranties and tire maintenance. To enhance competitiveness, the “Why Hankook” section highlights the features of Hankook Tire.

Product Description 

To enhance user experience, the product information is presented with visual explanations. The design features a dynamic, video-like movement that responds as users scroll (parallax scroll effect), which not only conveys the features as information but also allows for a more sensory understanding.

The product information highlights the following aspects: 

It emphasizes the product’s high functionality, including durability, quietness, grip on various road surfaces, and stable driving, all expressed through a dynamic user experience (UX).

• Tire Grip: Be durable across all terrains with a tread pattern that maintains grip in all directions, enhancing traction. It ensures safety in various road conditions, including snow.
• Ride Comfort: The tread and strut designs help to reduce noise while driving.
• Tire Design: The tire shoulder features cross grooves that enhance off-road grip, while the thick side blocks protect against damage.
• Reliability: There is a mileage guarantee.
• Awards: The tire has received the iF Design Award and the Red Dot Design Award.
• Tire Sizes and Specifications

Web User Goals

To help users find nearby distributors, a “Nơi để mua” (Where to Buy) button is provided for guidance. The store search displays the store name, address, and supported vehicle types, offering users a guide to contact distributors by phone or visit the store.

UX Flowchart from the Hankook Tire site

On the page used for advertising, users can select the tires they need, check the product details, and then visit affiliated distributors where they can purchase the tires.

Bridgestone’s digital communication strategy

About Bridgestone

Bridgestone, based in Japan, is one of the world’s largest tire manufacturers, and it is widely recognized in the Vietnamese market. The company offers a wide range of tires, from passenger vehicles to commercial vehicles, and its high-performance and durable products have gained a strong reputation. Bridgestone is particularly popular among both the premium segment and general consumers. The company collaborates with domestic automotive manufacturers and distributors in Vietnam, and its tires are often selected as standard equipment for new vehicles. 

Landing page used by Bridgestone for advertising 

The LP used for advertising by Bridgestone is as follows. The site is the Vietnamese version of a page used globally.

First View

The purpose of this page is to promote the high performance of the Potenza Sport, showcasing the tread pattern of the tires that enable their high performance.

An elegant black sports car is displayed in motion, emphasizing speed, with dynamic red streaks extending behind to symbolize dynamic performance. The dimly lit track focuses on the car and the red streaks, creating a mysterious and exclusive atmosphere that contributes to the promotion of the product’s performance.

Global Menu 

A dual navigation layout is applied on the site. The main menu includes options for “Company Information,” “Products,” “Promotions,” “Tire Search,” “Useful Information,” and “Support.” There is also a detailed tire search feature that allows users to search by brand, size, and product line, as well as options for “Store Locator” and “Contact Us.” This design provides an excellent user experience by enabling users to smoothly search for their preferred tires and easily find stores where the desired tires are available.

Product Description 

There are pages designed for different product lineups, allowing users to check detailed information on individual tire products.

The product lineup introduction page describes the handling performance, grip on various surfaces, and comfortable driving experience. It then guides users to a page listing tires from the same product lineup, where they can search for stores and check tire details.

On the product detail page, users can again review the features of the product and the tire sizes (specifications) to determine if they are suitable for their vehicles.

This design is crafted to first pique interest in the product lineup, then enable users to check the details of the tires within that lineup, and quickly find a store. It emphasizes communication related to the product lineup.

Web User Goals 

The product line page aims to direct users to various actions. Users can call the hotline for advice or search for more suitable tires. The call-to-action for contacting via phone from the product page is designed to cater not only to individual consumers but also to potential B2B transactions.

On the product detail page, contact information for the hotline and email is displayed, allowing users to search for nearby stores and find distributors. After conducting a store search, there is a button for directly calling the store, as well as a button providing guidance for visiting the store. The operating hours are displayed, encouraging users to call during those hours.

UX Flowchart from the Bridgestone site

The page used for advertising is specifically designed to help users navigate through the product line introduction page, individual product pages, and tire search options to find distributors or make inquiries.

Summary of Digital Communication Strategies of Major Web Players

To sum up, here are insights from our analysis of the digital communication strategies of key players in the Vietnamese tire industry

Similarities and Differences between global players, Bridgestone and HankookTire

Bridgestone and Hankook Tire, both recognized on a global scale, stand out for their rich visual content on their multilingual global websites. They particularly utilize rich visual content to highlight the high performance of their tires, enhancing brand impressions and facilitating understanding of their features. Both companies guide users to search for distributors; however,  there are differences in the specific actions users can take.

Bridgestone provides a hotline number on its product pages, allowing users to make calls directly. While both Bridgestone and Hankook Tire offer the option to call distributors during the distributor search, Bridgestone also includes the operating hours of its distributors, supporting users in planning their visits. Because the accuracy of these hours is unclear, maintaining updated information requires a close relationship with distributors. Additionally, Bridgestone’s website features a published tire price list.

At the time of the survey, Hankook Tire had no factories in Vietnam and primarily relied on imports for supply. In contrast, Bridgestone produces tires domestically in Vietnam. This background suggests that Bridgestone is likely to provide more robust sales support targeted toward the Vietnamese market.

In terms of digital communication, both utilize rich content; however, Hankook Tire’s main product introduction page features a dynamic scrolling effect that is quite impressive. This suggests that Hankook Tire may be leveraging digital content functionality more effectively to capture user interest and engagement.

The Positioning of Digital Marketing as seen in the Differences Between Global Players and Local Players

In terms of communication power, due to the richness of content, Hai Au falls behind the global players. However, it stands out for its simplicity and clarity.

During the research period in Vietnam, personal communication continued to be prioritized, and recipients often preferred this method. Rather than searching for information on a website, many people prefer to send messages and receive responses. Displaying company or representative phone numbers and encouraging communication via chats like Zalo, rather than just phone calls, aligns with the communication preferences in Vietnam. In B2B scenarios, this trend may be even more pronounced.

While we couldn’t find specific pricing information, Hai Au is promoting tires from ChaoYang, and Chinese manufacturers are often highly competitive in terms of cost. Given their stable supply and low prices, they could potentially have a strong competitive edge compared to major global players and local brands that primarily rely on imports. In such cases, maximizing the number of inquiries or quotes might lead to better results than focusing solely on engagement on the website.

Summary

The Vietnamese tire market is expanding, and both local and global players are engaging in various initiatives to grow their businesses. Digital marketing is one of the primary communication methods, and the strategies employed reveal insights into each company’s target users and the user experiences they aim to create. This is particularly relevant for industry players, as there are many valuable lessons to be learned from the digital marketing efforts of others in the field.