• by Tanya Gazdik , April 12, 2023

VinFast is partnering with pro surfer Anastasia Ashley and content creator Casey Knox to show their journey from summit to sea in the new VF 8 City Edition electric crossover.

The effort is launching despite recent personnel moves in the Vietnamese electric-vehicle start-up’s marketing department. 

Three senior sales and customer-service executives left in mid-March, according to Reuters. Gareth Dunsmore, formerly deputy chief executive for global sales and marketing, left "due to personal reasons,” while Greg Tebbutt, former chief marketing officer, and Craig Westbrook, former chief service officer left because of "changes in the management model and specific business requirements.”

Denise Thi, formerly chairwoman of Isobar, has been named the automaker’s new global marketing director, according to a spokesperson. 

The campaign, from Citizen Relations, includes a 2-minute docu-style video along with teasers, a 30-second spot and series of 15-second videos.

California is one of the few places someone can engage in what’s called the “California Double,” which is surfing and snowboarding in the same day.

Along their winding journey, they stop at a picturesque LA overlook for a quick selfie, before they end their day catching waves in the waters of SoCal.

According to the World Economic Forum, 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. Huntington Beach alone offers more than 100 chargers.

Ashley, a professional surfer and model who starred in "The Ultimate Surfer," an eight-episode TV series featuring up-and-coming competitors, says she supports VinFast’s brand ethos. 

“Not only do I believe in the mission behind the company to make a more sustainable future for everyone, but the VF 8 also provides tons of space for all my gear and is packed with so many cool features at an amazing price, like the panoramic sunroof so I can soak up that California sunshine,” she says in a press release.

The content spotlights features like the brand’s Smart Service suite, which enables advanced trip planning with integrated navigation, providing a simple way of communicating location where traditional geolocation systems are inadequate, such as in remote, undeveloped areas or places without street names.

The VF 8 City Edition, currently available for lease for $399 per month, previews a longer-range VF 8 model available across the U.S. later in the year. 

Consumers can watch the “California Double” video on VinFast’s Youtube Channel or follow VinFast on Instagram, Facebook or Twitter.

Established in 2017, VinFast, a member of Vingroup, owns an automotive manufacturing complex with globally leading scalability that boasts up to 90% automation in Hai Phong, Vietnam.