VinFast has announced its partnership with professional surfer Anastasia Ashley and content creator Casey Knox to showcase their journey from summit to sea in the new VF 8 City Edition electric crossover. This move comes despite recent personnel changes in the Vietnamese EV startup’s marketing department.
Three senior sales and customer-service executives left the company in mid-March, with former Deputy Chief Executive for Global Sales and Marketing Gareth Dunsmore citing personal reasons for his departure, while former Chief Marketing Officer Greg Tebbutt and former Chief Service Officer Craig Westbrook left due to changes in management and specific business requirements.
The campaign, created by Citizen Relations, features a two-minute docu-style video, teasers, a 30-second spot, and a series of 15-second videos. The creative highlights the athletes beginning their day in Angeles National Forest, where they snowboard before heading to sunny coastal areas, including Huntington Beach. Along the way, they stop at a scenic LA overlook for a quick selfie, before ending their day catching waves in the waters of Southern California.
VinFast’s VF 8 City Edition and the California Double
California is known for the “California Double,” which is surfing and snowboarding in the same day, and is a leader in EV charging stations, with nearly 29% of all EV charging stations in the U.S. according to the World Economic Forum. Huntington Beach alone offers more than 100 chargers, providing VF 8 City Edition owners with maximum flexibility and charging options. Denise Thi, formerly chairwoman of Isobar, has been named the automaker’s new CMO, according to a spokesperson.
Vietnamese EV startup, VinFast, is partnering with pro surfer, Anastasia Ashley, and content creator, Casey Knox, to showcase their journey from summit to sea in the new VF 8 City Edition electric crossover. The campaign, from Citizen Relations, features a 2-minute docu-style video, teasers, a 30-second spot, and series of 15-second videos.
The athletes start their day in Angeles National Forest, where they snowboard before packing up their EV and heading towards Huntington Beach. Along the way, they stop at a picturesque LA overlook for a quick selfie before ending their day surfing in the waters of SoCal. California is leading the charge for an electrified future for automobiles, with nearly 29% of all EV charging stations in the U.S., providing VF 8 City Edition owners with the flexibility and greatest options for charging their new crossover.
The VF 8 City Edition is available for lease for $399 per month, and previews a longer-range VF 8 model available across the U.S. later in the year. VinFast also highlights the brand’s Smart Service suite, which enables advanced trip planning with integrated navigation. Established in 2017, VinFast owns an automotive manufacturing complex with up to 90% automation in Hai Phong, Vietnam.