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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.

Training

High-performance programs tailored for sales and service teams to improve customer interaction, conversion, and customer satisfaction.

360 Marketing

Specialized automotive marketing strategies from online to offline, including lead generation, SEO, social media management, and offline activation events.

Digital Solutions

CXM/DMS tools with video‑based platforms for sales, service and
dealer audits, training, and customer communication.

Market Entry

From feasibility studies to due diligence to Go-To-Market strategies and implementation.

OUR CLIENTS

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

BMW Sales Manager

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 Leadership

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 Thao Nguyen 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. Emma believes sustainability isn’t about reducing harm; it’s about creating value. When trust comes first, partnerships become engines of growth, and that’s how lasting mobility systems are built.

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

PROJECTS

67+
closed deals

1000+

cars sold

100%
satisfaction

OUR LIST OF PROJECTS

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OUR FEATURED PROJECT

Seeds of Hope

Seeds of Hope provides value-driven automotive training to vulnerable youth in Vietnam, transforming technical skills into sustainable careers. Since our 2024 launch with 24 students, we have integrated our first female recruits and built a job-ready pipeline for June 2025. Graduates enter the market with competitive earnings and professional expertise, delivering long-term value to both the industry and the community.