VinFast: From California Dreaming To Midwest Reality

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The line at the VinFast booth during the 2026 Chicago Auto Show (CAS) was unexpectedly long, a stark contrast to the skepticism that once trailed the Vietnamese automaker. My only comparison on U.S. soil is last year’s Electrify Expo in Nassau County, New York.

For a regular at the McCormick Center, the shift in atmosphere at this year’s “Chicago Drives Electric” event was palpable. While the New York International Auto Show often leans into the “shiny reveal” spectacle, Chicago represents a different beast: a venue for quiet, calculated shifts in market power.

The most persistent narrative on the floor this year isn’t a specific new model, but a geographic recalibration. VinFast is pivoting toward the American heartland, signaling a fundamental change in its U.S. strategy.

Pragmatism Over Pomp

After a difficult reception in California, which was unforgiving toward VinFast’s initial software and quality “teething” issues, the company has adjusted its stance. Gone are the sprawling, high-concept pavilions of their 2023 debut. In their place sits a tiny booth that functions more like a tactical command center. Let’s be clear. California is a high-bar early adopter but proved too difficult to convince.

This footprint reduction is a move from “California Dreamin” to “East Coast Anthem” and then to “Midwest Reality.”

At the Electrify Expo in Nassau County, NY last year, VinFast utilized a similar playbook — eschewing traditional showrooms to place the VF 8, VF 9, and the DrgnFly directly in front of the “EV-curious” public at the Nassau Coliseum. On Long Island, just as in Chicago, the emphasis was on hands-on experience; the company hosted a comprehensive test drive event where attendees could take the two cars on dedicated demo courses. This direct engagement is part of a broader push to leverage local touchpoints, like the Smith Haven dealership in Saint James, to ground the brand in the community.

The strategy appears to be a calculated bet: the pragmatic Midwest buyer cares more about seat time than floor space. By focusing their presence on the “Chicago Drives Electric” test track rather than an expansive static display, VinFast is prioritizing utility.

They are deploying Chairman Pham Nhat Vuong’s massive financial war chest not for flash, but for persistence. The goal is to prove the VF 8 and VF 9 can survive both a Chicago winter and the scrutiny of a consumer base that values long-term reliability over “disruptor” branding.

Diversifying The Ecosystem: The DrgnFly

Tucked into this streamlined footprint was the DrgnFly, VinFast’s electric bike. Its presence at a major auto show underscores the company’s intent to be viewed as a holistic “mobility” provider rather than just another car company. The DrgnFly, with its neo-retro design and 750W motor, serves as a lower-stakes entry point for consumers still wary of full vehicle electrification. It is a tactical inclusion: if you aren’t ready to park a VF 8 in your garage, perhaps you’ll start with a bike that fits in your hallway.

Recalibration

Even the official delay of the North Carolina factory — now pushed to 2028 — is being framed within the halls of McCormick Place as a “prudent recalibration” rather than a retreat. It is a rare admission from a startup that the U.S. market is indeed “finicky.”

However, their continued presence at the CAS suggests they have no intention of exiting the stage. They have swapped the typical bravado of an EV startup for the endurance-focused mindset of a legacy player in the making. This mirrors a broader trend across the 2026 show floor. Tesla, for instance, maintained an equally minimalist booth. Notably absent was the Cybertruck; instead, Tesla focused its limited real estate on the Cybercab and the Robotaxi vision.

New Ground

The takeaway from the 2026 Chicago Auto Show is unmistakable. VinFast has matured past the point of trying to dazzle the public with sheer square footage. The industry is now tasked with proving that these vehicles work in the real world, something home court Vietnam and neighbors like Indonesia, Malaysia, Thailand, and the Philippines already know.

VinFast’s decision to double down on the Midwest — a region often ignored by coastal EV enthusiasts — is a bold move toward mainstream viability. If they can convince a Chicago driver during a few laps on a track in the middle of February, they may finally find the traction that eluded them in the East Coast.