The arrival of Vietnamese electric mobility provider Green SM in Amsterdam this week signals a significant evolution in the European ride-hailing landscape. By launching a pilot electric taxi service in the Dutch capital, the company has officially established its second European footprint following its entry into Denmark earlier this year. This move is not merely a geographic expansion for the Vietnam-based firm; it represents a tactical deployment of VinFast’s electric vehicle (EV) ecosystem into one of the world’s most sophisticated and competitive sustainable transport markets.
The Strategic Rollout in Amsterdam
Green SM, established in Vietnam in 2023, functions as an integrated mobility service provider that exclusively utilizes VinFast’s electric vehicle fleet. The Amsterdam pilot, which commenced on Thursday, is being rolled out in phases. Initial operations are concentrated within the city’s central districts—Centrum, West, and Zuid—before a planned transition into the broader metropolitan areas of Oost, Noord, Nieuw-West, and Zuidoost.
The company’s decision to initiate a pilot phase rather than a full-scale launch reflects a deliberate operational strategy. According to management, the current priority is to refine local service standards, build a robust driver network, and adapt to the unique regulatory and infrastructure demands of the Dutch capital. As part of this market-entry strategy, Green SM is incentivizing early adoption with a significant promotional offer: a 50% discount per trip, capped at 30 euros, available for up to 10 rides per customer.
A Chronology of European Integration
The presence of Green SM in the Netherlands is the culmination of years of groundwork laid by VinFast, the parent vehicle manufacturer. To understand the significance of this development, one must look at the timeline of the automaker’s European aspirations:
- June 2022: VinFast makes its formal European debut at the EVS35 conference in Oslo, Norway, showcasing its VF 8 and VF 9 SUV models to the public.
- September 2022: The company conducts a Dutch debut at the EV Experience event held at the historic Circuit Zandvoort, signaling intent to penetrate the Netherlands.
- December 2022: VinFast accelerates its retail strategy by opening its first two flagship European stores in Cologne, Germany, and Paris, France.
- October 2025: VinFast solidifies its presence in the commercial sector by exhibiting its EB 8 and EB 12 electric buses at Busworld Europe in Brussels. During this event, the EB 12 is presented as a fully European-compliant model, specifically targeting the Belgian and Dutch public transit sectors.
- July 2026: Green SM marks its official entry into Europe by launching taxi services in Copenhagen, Denmark.
- September 2026: Amsterdam becomes the company’s second European market and its eighth global operating base.
Operational Model and Driver Incentives
Green SM distinguishes itself from traditional taxi operators by employing an integrated service model. Rather than relying on third-party vehicle providers, the company manages its own fleet, platform, and driver recruitment. In the Netherlands, this model offers a dual-path approach to workforce development: the company is currently recruiting drivers through both direct employment contracts and vehicle-rental arrangements.
The rental model is particularly notable for its revenue-sharing structure, which allows drivers to retain up to 85% of trip revenue. This competitive split is designed to attract experienced drivers in a city where the gig economy is highly regulated and labor costs are relatively high. By lowering the barrier to entry for drivers while maintaining control over the vehicle fleet, Green SM aims to maintain a higher standard of service quality and vehicle maintenance than traditional peer-to-peer ride-hailing platforms.
Market Context and Economic Implications
The Dutch electric vehicle market is one of the most mature in the world. With high charging infrastructure density and government policies favoring zero-emission public transport, the Netherlands serves as an ideal "proving ground" for companies like Green SM.
From an economic perspective, the expansion provides VinFast with a critical, high-visibility channel for its vehicles. In the European market, where brand recognition for new EV entrants remains a hurdle, having a visible, operational fleet of electric taxis provides consistent exposure to potential retail customers. Furthermore, the use of VinFast vehicles in a high-utilization environment—such as a taxi service—serves as an ongoing, real-world stress test for the brand’s battery technology and vehicle durability.
Richard Nabil Chahine, CEO of Green SM Europe, emphasized that the company’s immediate objective is the establishment of operational reliability. "The Netherlands is an important next step in Green SM’s journey in Europe," Chahine stated during the launch announcement. He noted that the company intends to solicit direct feedback from both passengers and drivers to iterate on the service model, ensuring that the user experience aligns with the expectations of Amsterdam’s environmentally conscious commuters.
Analytical Perspective: Challenges and Opportunities
While the entry of Green SM is a positive development for electric mobility, the company faces significant hurdles. Amsterdam’s taxi market is heavily saturated with established players, including those using sophisticated apps and high-end EVs. Furthermore, European regulatory requirements regarding data privacy, labor rights, and vehicle safety standards are among the strictest in the world.
However, the "Green SM" model has a distinct advantage: vertical integration. By controlling the supply of the vehicles, the company is less susceptible to the supply-chain volatility that has plagued other mobility platforms. If the company can successfully navigate the complexities of Dutch labor law and prove the long-term reliability of its vehicles, the Amsterdam pilot could serve as a blueprint for rapid expansion into other major European hubs.
The move also aligns with the broader goals of the European Green Deal, which seeks to reduce carbon emissions from transport by 90% by 2050. As European cities continue to implement low-emission zones and restrict internal combustion engine vehicles, the demand for fleets like those operated by Green SM is expected to grow.
Looking Ahead
As of September 2026, the scale of the Amsterdam operation remains fluid. The company has stated that its future footprint in the city will be determined by the data collected during this pilot period. With its Dutch operating office already established and recruitment underway, Green SM appears prepared to scale quickly should the initial reception prove positive.
For the European consumer, the arrival of another electric taxi provider increases competition, which historically leads to lower prices and better service quality. For VinFast, the success of this venture is a litmus test for its broader international strategy. As the company continues to position itself as a global player in the sustainable transit sector, the Amsterdam pilot will be closely watched by industry analysts as a bellwether for the viability of Vietnamese-engineered mobility solutions in Western European markets.
As the pilot progresses, observers will be looking for key performance indicators, such as the uptime of the VinFast fleet, the growth rate of the driver network, and the retention rate of customers utilizing the introductory discount offers. If the company can achieve its goal of establishing a seamless, reliable, and affordable service, it may find itself well-positioned to capitalize on the increasing electrification of European urban centers in the coming decade.
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