DealersEDGE Asia is a specialized consulting, training, and marketing firm dedicated to the automotive industry in South-East Asia, with a primary focus on Vietnam.
The company serves as a strategic partner for car dealerships and automotive manufacturers (OEMs), helping them bridge the gap between global retail standards and local market execution.
Our approach is rooted in a customer-oriented philosophy. We focus on identifying specific “improvement areas” within a dealership’s workflow and implementing practical, data-driven tools to ensure sustainable profit growth through superior customer value.
SERVICES
360 Retail Consulting
End-to-end dealership performance improvement across sales, aftersales, marketing, operations, and people.
360 Marketing
Specialized automotive marketing strategies from online to offline, including lead generation, SEO, social media management, and offline activation events.
Market Entry
From feasibility studies to due diligence to Go-To-Market strategies and implementation.
Digital Solutions
Training
High-performance programs tailored for sales and service teams to improve customer interaction, conversion, and customer satisfaction.
OUR CLIENTS
THEIR Stories
Jagaur Land Rover
A tailored Advanced Sales Training program for its dealership teams in Hanoi and Ho Chi Minh City was created to develop modern Sales Masters, professionals capable of providing customer-focused consultations aligned with JLR’s premium brand standards.
Lexus
Lexus Vietnam partnered with DealersEDGE Asia to transform Omotenashi into digital “Data Empathy.” Through Omni-Channel & CRM solutions, we empowered “Experience Masters,” reinforcing Lexus’s top position in Customer Satisfaction (CSI).
Skoda
Skoda Vietnam partnered with DealersEDGE Asia to accelerate growth via Advanced Sales Management. By optimizing leadership and execution, the network achieved a major milestone, delivering over 500 vehicles in a single month.
Customer Testimonials
Lê Minh Nhật
MINI Sales Manager
I am also satisfied with the training and building up the team, arranging positions and managing based on KPIs to make the business better. Those are the best and I will apply them immediately in my organization.
Nguyễn Thị Xâm
Piaggio Manager
After attending Mr.Paul’s cource, I feel very excited, got a lot of knowledge. Every time I stand in front of a crowd, I feel a little shaky, but after this course is over, I realize what I need to fix, what needs to be improved. I look forward to attending more courses like this, meeting Mr. Paul more.
Huỳnh Thái Thị
Thanks, Mr. Paul for giving us very useful knowledge, especially in the learning process, I will remember the knowledge of skills, soft skills in the sales process, the process to consult, persuade and close deals with customers, especially in which there are 2 parts that I like most are silence skills and win-win.
MEET OUR TEAM
Paul Nguyen
Founder & CEO
With three decades of international expertise across Canada and Asia, Paul bridges the gap between innovative technology and high-performance automotive retail. As a Mercedes-Benz and BMW Group certified Global Retail Trainer, he has optimized the operations of over 150 dealerships. His track record includes upskilling 4,000+ professionals for premier marques—including Mercedes-Benz, BMW, Lexus, JLR, Hyundai, Piaggio, and Volvo—driving excellence in modern automotive sales and service ecosystems.
Emma Nguyen
Head of Sustainability & Partnerships
Emma builds partnerships that move mobility forward. She leads sustainability and partnership strategy with a long-term view, helping organizations turn complexity into cross-border opportunity. With over a decade of experience spanning market expansion, marketing and commercial growth, technology, education, and renewable energy, Emma works where strategy becomes action, navigating regulatory landscapes while connecting investors, corporations, and institutions to partnerships that last.
Vy Nguyen
Marketing Specialist
Vy brings a multidisciplinary approach to automotive marketing, combining content strategy, visual storytelling, and on-ground execution. At DealersEDGE Asia, she produced 150+ training and content marketing videos for leading automotive brands, including BMW, Hyundai, Suzuki, Würth, Harley-Davidson, etc. She traveled nationwide to support sales training programs, delivered video-production training, and coordinated marketing campaigns, and exhibitions for electric vehicle products and education. Her work connects creative communication with the practical needs of automotive businesses.
Thu Bui
Digital Advisor
Thu has a background in customer engagement, operations, and marketing, with a strong focus on organization, efficiency, and results. She is skilled in coordinating processes, managing multiple priorities, and supporting teams in fast-paced business environments. With a proactive and adaptable mindset, Thu is committed to continuous learning and contributing to effective operations and long-term business growth.
STORIES
Business
See how we help you sell your products!
1 April 2025 |DealersEdge Asia
Environment
Green-washing? We prefer car-washing.
1 April 2025 |DealersEdge Asia
Social
Connect and concord.
1 April 2025 |DealersEdge Asia
Technology
Building E2W dynasty with the newest tech.
1 April 2025 |DealersEdge Asia