Vietnam-based automaker VinFast arrived at CES 2024 intent on showing it plans to accelerate its push into the North American electric vehicle market. The company unveiled two new EV concepts—an electric pickup truck and a small electric crossover SUV—targeted at mainstream buyers in the United States.

The flashier of the two concepts was the VF Wild, a midsize electric pickup truck comparable in size to segment leaders like the Toyota Tacoma and Ford Ranger. Trucks are immensely popular in America, and VinFast is betting a more compact electric truck can find an audience amongst environmentally-minded buyers not needing to haul serious payloads.

Design cues on the Wild concept seem directly inspired by textures and shapes found in nature. Notably, the truck features VinFast’s signature wing-shaped headlights and taillights that mimic the profile of a bird inflight. Beyond the styling, VinFast says the truck’s bed includes a power-folding midgate allowing expansion from a 5-foot to 8-foot carrying capacity.

VinFast was light on specifics regarding battery range, pricing or production timing for the Wild concept. But the vehicle suggests electrification could spread to other truck niches beyond the full-size electric pickups beginning to emerge from legacy automakers.

The company also showed a concept dubbed the VF 3, a miniature two-door electric crossover SUV seemingly designed for navigating urban environments. VinFast lists a tentative 125-mile range target for the vehicle. The VF 3 aims to fill the gap left in the EV market by the discontinuation of compliance cars like the BMW i3 and Chevy Bolt EUV.

VinFast said it would begin taking pre-orders for the VF 3 later this year before sales commence in North America at an undisclosed future date.

The two concepts underscore VinFast’s serious ambitions to gain traction in the rapidly growing global electric vehicle industry. VinFast delivered its first electric vehicles in Vietnam only two years ago before expanding to markets like Europe and North America more recently.

Industry analysts remain divided on the company’s potential. VinFast has struggled with poor reviews for early models like its VF 8 SUV. And shares of the company have massively underperformed since going public via a SPAC deal.

However, VinFast also enjoys robust financial backing from Vietnamese billionaire Pham Nhat Vuong, the company’s founder and chief executive. Vuong has already injected over $1 billion into VinFast’s operations. With Vuong’s support, VinFast appears positioned to take its best shot gaining credibility amongst EV buyers in the United States and beyond.