COPENHAGEN — In a major milestone for Southeast Asian electric mobility, Green SM, the all-electric taxi operator backed by Vietnamese conglomerate Vingroup, has officially launched its operations in Europe. Choosing Denmark’s capital as its launchpad, the company has deployed a dedicated fleet of VinFast electric vehicles (EVs), marking the first time the brand has entered the European transport market.
While Green SM has rapidly cemented its footprint across Asian markets—including Vietnam, Laos, Indonesia, the Philippines, and India—this expansion into Scandinavia represents a high-stakes test. The company is introducing its corporate-owned ride-hailing model to a region known for some of the world’s strictest environmental regulations, highly sophisticated consumer expectations, and deeply entrenched public transit and green mobility infrastructure.
Main Facts: A New Breed of Electric Taxi in Scandinavia
The arrival of Green SM in Copenhagen is more than just another ride-hailing app entering the market; it represents a fundamentally different operational model compared to Western mainstays like Uber or Lyft.
- The Fleet: Green SM’s initial Danish deployment utilizes a lineup of VinFast electric SUVs, specifically featuring the VinFast VF 6 and VF 8 models. These vehicles are entirely company-owned.
- The Business Model: Unlike platform-based gig economy apps that rely on independent contractors using personal vehicles, Green SM owns its cars and directly employs its drivers.
- Rigorous Driver Training: Before hitting the streets of Copenhagen, drivers undergo a comprehensive training program. This curriculum covers road safety, high-tier customer service, standardized operating procedures, and the specific nuances of driving and managing electric vehicles.
- Booking Ecosystem: Passengers interact with the service through a proprietary mobile application. Fares are calculated and displayed transparently prior to trip confirmation, eliminating surge-pricing surprises.
- Leadership Vision: Richard Nabil Chahine, CEO of Green SM Europe, is spearheading the regional rollout, balancing the company’s ambitious growth targets with a measured, compliance-first approach.
Chronology: From Southeast Asian Dominance to the Streets of Copenhagen
The path from a regional Vietnamese disruptor to a European transit player highlights the rapid maturation of Vingroup’s automotive and mobility ecosystem.
The Asian Foundation
- 2023 (March): Green SM (GSM) was officially launched in Vietnam by billionaire Pham Nhat Vuong, the founder of Vingroup. The company was created with a dual purpose: to popularize electric vehicles in everyday life and to promote the vehicles of VinFast, Vingroup’s dedicated EV manufacturing arm.
- 2023–2025: Within two years of its inception, Green SM expanded aggressively beyond Vietnam’s borders. The company scaled operations into neighboring Laos, followed by major expansions into Indonesia, the Philippines, and India, completing millions of zero-emission passenger journeys.
- Early 2026: Rumors and strategic maneuvers point toward a broader western push, as Vingroup seeks to establish global brand recognition for VinFast outside of North America and Asia.
The European Landing
- July 2026: Green SM officially touches down in Europe, selecting Copenhagen, Denmark, as its maiden European city.
- Current Operations (July–September 2026): The company initiates a soft-launch phase paired with aggressive consumer promotions. New users are offered five separate vouchers granting 25% off their trips (up to a maximum discount of 100 Danish kroner, or roughly $16, per ride) through September 30, 2026.
- The Road Ahead: Green SM is currently monitoring local performance, digesting consumer feedback, and ensuring strict adherence to Danish transportation regulations before finalizing its next European destination.
Supporting Data: The Economics and Strategy of Corporate-Owned Fleets
To understand why Green SM chose Copenhagen—and why its model stands apart—it is essential to analyze the numbers and logistics driving modern urban mobility.
Market Comparison: Gig Economy vs. Corporate Fleet Management
| Metric | Traditional Ride-Hailing (e.g., Uber) | Green SM Model |
|---|---|---|
| Vehicle Ownership | Independent drivers (Personal assets) | Company-owned VinFast VF 6 & VF 8 SUVs |
| Driver Status | Independent contractors (Gig economy) | Direct employees with formal training |
| Maintenance Control | Decentralized (Driver’s responsibility) | Centralized, standardized fleet maintenance |
| Customer Experience | Variable (Depends on individual driver) | Uniform (Enforced by corporate operating procedures) |
| Vehicle Fleet Type | Mixed (Gasoline, Hybrid, EV) | 100% Battery Electric Vehicles (BEVs) |
Why Copenhagen?
Copenhagen is widely recognized as a global leader in green urban planning. The city has set an ambitious goal to become carbon-neutral, and its citizens are exceptionally receptive to eco-friendly innovations. By launching in a city where cycling, walking, and electric public transit are already second nature, Green SM is testing its product against the gold standard of urban sustainability. If a service can thrive in Copenhagen’s hyper-regulated, eco-conscious market, it gains immediate credibility for future expansions across the European Union.
Official Responses: What Leadership is Saying
The rollout has garnered significant attention from industry analysts and company leadership alike. Commenting on the strategic rationale behind choosing Denmark’s capital, Green SM Europe CEO Richard Nabil Chahine emphasized the importance of cultural and structural alignment:
"Cities shape the future of mobility long before companies do. Copenhagen is one of those cities. 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."
Chahine noted that the company is not rushing into aggressive, uncontrolled expansion. Instead, the focus remains on building foundational trust with European consumers:
"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."
Implications: What Green SM’s European Entry Means for the EV Market
Green SM’s arrival in Copenhagen carries several profound implications for the global automotive and ride-hailing landscapes:
1. A Vital Stress Test for VinFast
While VinFast has faced a complex path establishing its consumer passenger vehicle sales in Western markets like the United States and Canada, the Green SM fleet deployment offers an alternative route to visibility. By putting thousands of consumers into VinFast VF 6 and VF 8 SUVs as passengers, the conglomerate allows potential buyers to experience the build quality, ride comfort, and technology of VinFast vehicles firsthand. It transforms the taxi fleet into a rolling showroom.
2. Challenging the Gig Economy Paradigm
In an era where gig-economy ride-hailing companies face mounting regulatory pressure regarding labor rights, worker classification, and vehicle quality standards, Green SM’s centrally managed model offers a compelling counter-narrative. By directly employing its drivers and maintaining total control over the fleet, the company sidesteps many of the labor disputes plaguing traditional ride-sharing platforms, though at the cost of higher capital expenditure.
3. Raising the Bar for Corporate Fleets in Europe
European cities maintain exceptionally rigorous standards regarding passenger safety, accessibility, and environmental impact. Green SM’s mandatory training regimens and commitment to 100% electric operations set a high benchmark. If successful, the company could pressure incumbent European taxi operators and tech platforms to accelerate their own transitions to fully electric, professionally managed fleets.
As the launch promotion window runs through the end of September 2026, all eyes in the European transport sector will be on Copenhagen. Whether Green SM can successfully scale this model to other major EU capitals remains to be seen, but its bold first step proves that Vietnamese EV innovation is ready to compete on the global stage.