VinFast is placing greater emphasis on the Middle East as it expands its dealer network, strengthens customer support and builds a wider presence in the region’s growing electric vehicle market. (Image: Supplied)VinFast has confirmed Prashanth Rao as chief executive officer of its Middle East operations, placing him in charge of the electric vehicle manufacturer’s regional growth strategy, dealer expansion and day-to-day business. The appointment comes as the Vietnamese automaker works to translate a series of distribution agreements and mobility partnerships into a broader commercial presence across Gulf markets.
VinFast was founded in 2017 and is part of Vietnamese conglomerate Vingroup. From its manufacturing base in Hai Phong, the company has grown into an international electric vehicle brand producing electric SUVs, scooters and buses, while expanding through a combination of direct operations, distributors and local partnerships. Rao’s experience aligns with that strategy, having overseen automotive operations across 19 countries, managed dealer networks covering more than 40 locations and worked on projects involving EV charging infrastructure and battery repair.
Rao brings more than two decades of automotive industry experience spanning electric vehicles and conventional combustion-engine businesses. His career has included senior positions at Nissan and Infiniti Middle East, Honda Middle East and Toyota Kirloskar Motor, with responsibilities covering sales, aftersales, dealer operations and customer experience across markets in the Middle East, India, Europe, Africa and the wider Asia-Pacific region.
Rao will oversee regional operations, strengthen the company’s dealer network and work with local partners to improve the ownership experience. The appointment places him at the center of VinFast’s efforts to build a more established and coordinated presence across the region.
Rao moves into the role after serving as deputy CEO of VinFast India, where the company says he contributed to preparations for its vehicle business, charging infrastructure and dealer network. That background gives him experience in the operational work required when an automaker enters a new market, including establishing retail coverage, coordinating aftersales support and adapting the customer journey to local conditions.
VinFast began establishing its Middle East distribution network in February 2024 through a dealer agreement with Bahwan Automobiles Trading in Oman. The automaker subsequently signed an exclusive UAE dealership agreement with Al Tayer Motors, initially outlining plans to offer the VF 6, VF 7, VF 8 and VF 9 electric sport utility vehicles. A separate agreement with Al Mana Holding was later announced for vehicle distribution in Qatar.
The company has also been adding services intended to support EV ownership beyond the showroom. In September 2025, VinFast announced a partnership with the Arabian Automobile Association to provide roadside assistance across the United Arab Emirates, Saudi Arabia, Kuwait, Qatar, Bahrain and Oman. Its customer-support information also states that eligible vehicles officially distributed within the six Gulf Cooperation Council countries can receive cross-border warranty coverage, subject to the company’s applicable technical and service conditions.
Rao will now be responsible for converting that developing network into sustained regional demand. His remit includes expanding the dealer footprint, overseeing strategic growth and improving customer experience, according to the company. VinFast said he would also work with partners and other stakeholders to make electric vehicles more accessible to consumers in the region.
Rao said: “The Middle East is one of the most dynamic, forward-looking mobility markets in the world right now, and the momentum toward sustainable transportation is incredible. I am honored to lead VinFast’s journey here. I look forward to working closely with our local partners and stakeholders to make EVs more accessible and deliver truly exceptional experiences for our customers.”
The executive change arrives at a stage when VinFast's Middle East ambitions depend increasingly on execution rather than market-entry announcements. Dealership agreements provide a route to customers, but sales growth will also require reliable servicing, available spare parts, convenient charging and consistent support across individual markets. Rao's experience in dealer management and aftersales operations is therefore closely aligned with the practical challenges the company faces as it seeks to establish itself among a growing field of global and regional EV competitors.
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