Vietnamese all-electric taxi operator Green SM has officially launched its services in Copenhagen, Denmark, marking a significant milestone as its first European venture. The company has deployed a proprietary fleet of VinFast electric vehicles, signaling a strategic expansion into a market known for its commitment to sustainability and green transportation initiatives. This move positions Green SM as a direct competitor to existing taxi services and ride-hailing platforms in the Danish capital, introducing a business model that emphasizes company ownership and direct employment of drivers.
The company’s entry into Copenhagen is backed by Vingroup, a prominent Vietnamese conglomerate with diverse business interests. Green SM has already established a considerable presence in several Asian markets, including Vietnam, Laos, Indonesia, the Philippines, and India. The selection of Copenhagen for its European debut is a deliberate choice, reflecting the city’s progressive environmental policies and its established infrastructure for electric mobility. This strategic placement allows Green SM to test and refine its operational model within a mature green market before considering further European expansion.
A Fleet of VinFast Electric SUVs
Green SM’s initial fleet in Copenhagen comprises a selection of VinFast electric SUVs, specifically the VF 6 and VF 8 models. These vehicles are designed to offer a blend of comfort, performance, and environmental consciousness, aligning with the company’s core mission. Unlike traditional ride-hailing services that typically operate on a platform model connecting independent drivers with passengers, Green SM adopts a fully integrated approach. The company not only owns and maintains its entire vehicle fleet but also directly employs and manages its drivers.
This vertically integrated model, as explained by Green SM, grants the company greater control over the entire customer journey. This includes rigorous vehicle maintenance schedules to ensure safety and reliability, comprehensive driver training programs, and the overall quality of customer service. Drivers undergo a thorough onboarding process that encompasses road safety protocols, customer interaction best practices, operational procedures specific to Green SM’s service, and specialized training in operating electric vehicles efficiently. This commitment to driver training and vehicle management aims to provide a consistent and high-quality experience for passengers.
Customers seeking transportation through Green SM can utilize the company’s dedicated mobile application. This app facilitates easy booking and secure payment processing. A key feature of the booking process is the upfront display of estimated fares before a trip is confirmed, providing transparency and allowing customers to budget accordingly. This transparency is a critical element in building trust and encouraging adoption, particularly in a new market.
Strategic Rationale for Copenhagen
Richard Nabil Chahine, CEO of Green SM Europe, articulated the company’s vision and rationale for choosing Copenhagen as its European springboard. "Cities shape the future of mobility long before companies do. Copenhagen is one of those cities," Chahine stated. "That is why beginning our European journey here carries special meaning for Green SM. We come with deep respect for the standards already established here, drawing on what we have learned from serving millions of journeys across Asia. Our ambition is simple: to become a trusted mobility partner by delivering safe, professional and fully electric journeys that people can rely on every day. If we earn that trust, growth will naturally follow."
This statement underscores Green SM’s intention to integrate seamlessly into Copenhagen’s existing sustainable transportation ecosystem. The company acknowledges the high standards already set by the city and aims to complement, rather than disrupt, these efforts. The reference to "millions of journeys across Asia" highlights the company’s extensive operational experience and its proven ability to manage large-scale fleet operations and customer service in diverse markets. The emphasis on safety, professionalism, and reliability suggests a focus on building a long-term reputation as a dependable mobility provider.
Launch Promotions and Expansion Strategy
To incentivize early adoption and encourage Copenhagen residents to experience its service, Green SM is offering an introductory promotion. New customers are provided with five vouchers, each offering a 25% discount on a single ride, with a maximum discount of 100 Danish kroner (approximately $16 USD) per trip. This promotion is valid until September 30th, creating a limited-time opportunity for potential users to try the service at a reduced cost. Such promotional offers are common for new market entrants aiming to quickly build a customer base and gather initial feedback.
Green SM’s approach to expansion in Europe is characterized by a measured and deliberate strategy. The company intends to focus initially on meeting the specific regulatory requirements of Denmark, establishing a robust local operational framework, and actively incorporating customer feedback to refine its service offerings. This phased approach suggests a commitment to sustainable growth rather than rapid, potentially unmanageable, expansion. The company has not yet disclosed its next target city for European expansion, indicating a focus on solidifying its presence in Copenhagen before making further announcements.
The Broader Context of Electric Mobility in Cities
The expansion of Green SM into Copenhagen aligns with global trends toward electrification of transportation and the increasing adoption of sustainable urban mobility solutions. Cities worldwide are grappling with challenges related to traffic congestion, air pollution, and carbon emissions, making electric vehicles and integrated mobility services increasingly attractive. Copenhagen, in particular, has been a frontrunner in environmental policy, aiming to become the world’s first carbon-neutral capital by 2025. Its existing public transportation network, extensive cycling infrastructure, and growing charging infrastructure for EVs create a fertile ground for new electric mobility providers.
The model adopted by Green SM, where the operator owns the fleet and directly employs drivers, differs from the asset-light model of many ride-hailing companies. This approach potentially offers greater control over service quality, driver welfare, and fleet maintenance. However, it also entails significant capital investment in vehicles and infrastructure. The success of this model in a European market will depend on factors such as operational efficiency, competitive pricing, customer satisfaction, and the ability to adapt to local labor regulations and market dynamics.
Supporting Data and Industry Trends
The global electric vehicle market has witnessed exponential growth in recent years. According to industry reports, global EV sales have consistently hit new records. For instance, in June 2026, global EV sales reportedly reached 2 million units, indicating a sustained surge in demand. This trend is driven by a combination of factors, including government incentives, declining battery costs, increasing model availability, and growing consumer awareness of environmental issues.
European markets, particularly Scandinavia, have been at the forefront of EV adoption. Denmark has implemented policies to encourage the transition to electric vehicles, including tax incentives and investments in charging infrastructure. This supportive policy environment, coupled with a generally environmentally conscious population, makes Copenhagen an attractive market for companies like Green SM. The presence of established automakers and emerging EV manufacturers, like VinFast, further fuels this transition.
Analysis of Implications
Green SM’s entry into Copenhagen has several potential implications for the local transportation landscape. Firstly, it introduces a new competitive dynamic to the taxi and ride-hailing market. By offering a fully electric, company-owned fleet and directly employed drivers, Green SM aims to differentiate itself based on service quality and reliability. This could pressure existing players to enhance their own service offerings and potentially accelerate their transition to electric fleets.
Secondly, the company’s model of direct employment for drivers could set a precedent in the gig economy landscape. Many ride-hailing platforms operate with a contractor model, which has faced scrutiny regarding worker rights and benefits. Green SM’s commitment to direct employment suggests a focus on providing more stable working conditions and potentially a higher standard of driver training and support. This could influence labor practices within the broader mobility sector.
Thirdly, the success of Green SM in Copenhagen could pave the way for further expansion of VinFast vehicles in the European market. While VinFast is a relatively new entrant in some international markets, its partnership with a growing operator like Green SM could enhance its visibility and market penetration. The performance and reliability of the VF 6 and VF 8 models in real-world urban conditions will be closely watched.
The company’s deliberate expansion strategy, starting with a focus on regulatory compliance and customer feedback, suggests a long-term vision for European operations. If Green SM can successfully establish a strong foothold in Copenhagen and demonstrate the viability of its model, it could attract further investment and facilitate its expansion into other European cities, potentially reshaping the urban mobility sector in the region. The ongoing competition and innovation within the electric taxi and ride-sharing space are crucial for driving forward the transition to sustainable urban transportation.
