Electric taxi player Green SM enters the U.S.

Vietnamese all-electric taxi company Green SM launched service in Los Angeles this week to mark its North American debut and entry into its ninth country. The rollout is starting with 500 VinFast (VFS) electric SUVs and 500 drivers, serving Los Angeles County and neighboring Orange County.

To use Green SM, customers can book through its app, call its hotline, or hail a vehicle on the street. Fares are intended to compete with Uber's (UBER) Comfort level, although the company does not yet have approval to serve Los Angeles International Airport.

Founded in Vietnam in 2023, Green SM is the brand operated by Green and Smart Mobility, or GSM. The company is controlled by Vietnamese billionaire Pham Nhat Vuong and his family. Vuong also founded VinFast (VFS), which supplies Green SM’s vehicles, linking the taxi operator’s expansion closely to the Vietnamese automaker’s international ambitions. Before entering the U.S., Green SM established operations in Vietnam, Laos, Indonesia, the Philippines, India, Kazakhstan, Denmark, and the Netherlands.

Green SM differs from Uber (UBER) and Lyft's (LYFT) gig-worker model because it directly owns and maintains its fleet and employs drivers as full-time employees. The company believes direct control over vehicles, maintenance, and driver training will help deliver a consistent passenger experience.

The upside for VinFast (VFS) is that the Green SM rollout in the U.S. puts more of its vehicles on California roads, potentially increasing familiarity with the brand.

Looking ahead, Green SM's broader expansion plan includes deploying vehicles in Sweden by the end of 2026 and entering additional European markets in 2027. The company has also said it intends to buy up to 1M VinFast (VFS) electric vehicles between 2026 and 2030.