VinFast is part of a rapidly expanding Vietnamese mobility group with ambitions across a wide range of electric vehicles.
Dorian Collective has supported VinFast’s European communication across Germany, France and the Netherlands for several years. So when VinFast prepared to introduce its eBus business to the European market, extending the partnership was a natural next step.
The launch was about establishing a new B2B brand in a highly professional market – building awareness, credibility and sales support around a range of fully electric buses designed for modern urban transport.
One of the challenges was perception. VinFast was entering Europe as a new mobility brand from Vietnam – a market that, until relatively recently, many European buyers would have associated more with importing advanced vehicles and technology than exporting them.
Our role has therefore gone beyond producing communication. We have helped shape a strategy and storytelling approach designed for European decision-makers – finding the right balance between VinFast’s Vietnamese origins, its rapidly growing industrial capabilities and the sustainability story behind electric mobility.
Credibility has been central throughout. Green messages need substance, technical claims need clarity, and a new brand needs reasons to be trusted.
That has translated into everything from brand and sales materials to technical specifications, web content, photography, film production and major industry events.
In autumn 2025, VinFast made its major European eBus debut at Busworld Europe in Brussels – one of the world’s most important meeting places for the bus and coach industry.
More than 45,000 industry professionals attended the exhibition, bringing together operators, transport authorities, manufacturers, suppliers and decision-makers from around the world.
VinFast presented two fully electric models, the EB 8 and EB 12, in a large exhibition space designed not only to showcase the vehicles, but to establish the brand as a serious new player in the European market.
The stand also became a platform for meetings, media activity and a press conference with senior VinFast executives.
For us, the assignment covered the communication around the launch – helping create a consistent experience from the physical exhibition space to sales material, film, imagery and product information.
In the eBus market, purchasing decisions involve long sales cycles, multiple stakeholders, detailed technical requirements and substantial investments. Communication therefore has to work on several levels at once: explain the product, support the business case and build confidence in the brand behind it.
Our challenge was to make highly technical information clear and relevant – while still creating communication with enough personality to be remembered.
And VinFast had an unusually strong story to tell. Through VinBus, electric buses are not only developed and manufactured, they are also used in daily public transport operations in some of Vietnam’s largest cities. It gives VinFast an unusual perspective: first-hand experience from operating electric buses in daily public transport.
For us, that was more than a fact. We made it a genuine point of differentiation – exactly the kind of story that matters in B2B communication. That creates something few manufacturers can claim: first-hand experience from operating electric buses every day.
Insights from real-world routes, drivers, passengers and operating conditions feed directly back into product development – turning daily operation into practical knowledge for the next generation of buses.
Because in B2B, the strongest stories are not invented. They are discovered.
