Recently, following a wave of policy changes around electric vehicles and transportation infrastructure in Vietnam, NUEN MOTO has seen a surprising surge of interest from local users.
From simple questions like "Where is NUEN MOTO from?" to deeper inquiries about our technology, operations, and product development strategy — it’s clear that the Vietnamese community is increasingly curious and hopeful about a local EV brand like ours.
And because that attention means so much to us, the NUEN MOTO team would love to take a moment to answer these questions — openly, thoughtfully, and transparently. Not just to clarify, but to also share more about our journey, our perspective, and the values we’re committed to.
1. The Origin of the Brand
Q: So… is NUEN MOTO a Vietnamese company?
A: NUEN MOTO is a high-performance electric motorcycle brand from Vietnam. What makes us Vietnamese isn’t just that we focus on the domestic market or have our HQ in Vietnam — it’s the Vietnamese spirit embedded in every person building the product and the brand, day in and day out.
NUEN was founded by Vietnamese people from across the country, people who live and breathe Vietnamese traffic, who understand local consumer habits — how we ride, how we move through city streets, how we navigate weather and road conditions. Combined with deep expertise in engineering, design, and technology, this understanding is what empowers the NUEN team to create electric motorcycles that are not only fast and powerful — but also beautifully built and distinctly Vietnamese.
Fun fact:
The name “NUEN” isn’t just edgy. It comes from how foreigners often pronounce “Nguyễn” — Vietnam’s most common last name, and also the surname of our founder & design director, Gia Nguyễn. So yes, you can totally call us NGUYỄN MOTO.
With a clear mission — to build cleaner, stronger, and more exciting vehicles — NUEN MOTO isn’t just “an electric bike.” It’s a statement: Vietnamese people can create premium, desirable, and culturally unique products.
We’re more than just war history, rice fields, banh mi, and pho.
Q: If NUEN MOTO sets up HQ in another country in the future, would it still be a Vietnamese brand?
A: In today’s world, a brand’s identity isn’t defined by where its headquarters are. That’s often a strategic decision — whether for tax benefits, better financial systems, or logistical efficiency. But that doesn’t define the soul of a brand.
Take Grab as an example: It started as a Malaysian startup but later moved its HQ to Singapore for better access to capital and technology infrastructure. And yet, it’s still considered a proud "unicorn of Malaysia" and a leading brand across Southeast Asia.
So even if NUEN MOTO grows and sets up offices or headquarters elsewhere to support expansion, its Vietnamese identity — in product thinking, in the development team, and in every design detail — will remain unmistakable.
Articles you can check out:
2. Is the N1-S really a Vietnamese product?
Q: If most components of the N1-S are imported and only assembled in Vietnam, can we still call it a Vietnamese product?
A: Great question. First, let’s clarify: in modern manufacturing, the origin of a product — in terms of trade and customs — usually refers to where it’s assembled or shipped from. But in terms of a product’s identity, especially with tech or industrial products, things get much more complex. Most products today are built from globally sourced parts.
You could refer to “localization rate” (the % of parts made domestically), but this is mostly a quantitative measure. It doesn’t fully capture the intangible value created through design, branding, product philosophy, or the cultural fingerprints of the people who make it.
Examples:
🧵 A Uniqlo T-shirt
Its cotton might come from the US or China, woven in Vietnam, stitched in Bangladesh, and sold worldwide. But it’s still seen as a Japanese product because its design, textile innovations (like AIRism, Heattech), and product philosophy all come from Tokyo.
📱 An iPhone
Its components come from over 40 countries — screens from Korea, chips from the US, sensors from Japan, batteries from China, assembled in Shenzhen. But no one calls it a “Chinese phone.” It’s clearly an Apple product, with American DNA from development to user experience.
This applies to almost everything around you. Grab any product nearby — chances are, its identity is defined more by the brand than where its components are made or assembled.
Now, back to the N1-S:
Some of the key components that define the N1-S’s performance and character — such as the exo-skeleton frame, the battery pack, and the rear suspension system — were developed in-house by the NUEN R&D team and produced in close collaboration with trusted partners. These aren’t just off-the-shelf parts slapped together.
Some of the key components that define the N1-S’s performance and character — such as the exo-skeleton frame, the battery pack, and the rear suspension system — were developed in-house by the NUEN R&D team and produced in close collaboration with trusted partners. These aren’t just off-the-shelf parts slapped together.
Yes, certain components — like brakes, sensors, or chips — are imported. That’s entirely normal in today’s global supply chains. Almost no modern vehicle is “100% local.” What does matter is the product thinking, the team behind it, and who it’s designed for.
“Localization rate” may be a technical metric — but it doesn’t reflect the soul of a product, which lies in its design, user experience, storytelling, and the cultural imprint of its creators.
In short:
The N1-S is a product with a Vietnamese identity — clear, confident, and full of character. That’s something far more meaningful than any percentage.
Articles you can check out:
You’re always welcome to test ride the N1-S and meet the NUEN MOTO team in person:
📌 Showroom: 11, Street 10, Sala Urban Area, Thu Duc City, Ho Chi Minh City, Vietnam
📞 Hotline: +84 766 204 468
📩 Email: ride@nuenmoto.com
We’re always happy to receive your questions and will do our best to answer them in full.
Once again, thank you for your curiosity and for being part of this journey with NUEN MOTO.
