In a recent episode of the Vietnam Innovators podcast (Vietnamese edition), Lê Khắc Hiếu – Founder and CEO of BonbonCar – offered a compelling look into his professional journey, entrepreneurial philosophy, and the business model behind one of Vietnam’s emerging self-drive car rental platforms.
A former engineer at tech giants like Google, Amazon, and Facebook, Hiếu made the bold decision to return to Vietnam to pursue a deeply personal vision: building an authentic, locally rooted technology company designed to serve real market needs.
From Big Tech Dreams To Building An Authentic Organization
Growing up in Vietnam, Hiếu once dreamed of working at global tech giants like Microsoft. He was obsessed with The Road Ahead by Bill Gates, where Microsoft was painted as the ultimate destination for anyone in tech. That dream became real when he landed a job at Microsoft during his final year of university.
Later, his path took him to the U.S., where he gained hands-on experience at Google, Amazon, and Facebook — each with its own way of thinking, working, and scaling.
At Google, he learned to think in systems and design with the long term in mind. At Amazon, it was all about discipline — operational efficiency and relentless cost optimization. And at Facebook, he learned to thrive in chaos: speed and adaptability weren’t optional — they were survival.
But after reaching what he thought was the “top,” Hiếu started to ask a deeper question: Was this really it? He realized what he truly wanted was to build something of his own — a company rooted in personal values, long-term vision, and a deep connection to Vietnam. That’s when he made the decision to return home — to start something meaningful not just for himself, but for the community that shaped him.
The Market Doesn’t Care About Your Passion
BonbonCar wasn’t Hiếu’s first attempt at entrepreneurship. Before this, he launched a startup with much less experience under his belt. It didn’t work out the way he hoped — and it was tough. But those challenges brought clarity.
One of the biggest lessons? Passion alone isn’t enough.
In the beginning, he followed his passion. But over time, he realized that true success comes from understanding the market and fulfilling real needs. The market doesn’t care about your personal passions – what matters is the value you can deliver.
After a few tough lessons, he started to see entrepreneurship differently. It’s not just about launching something new — it’s about spotting real opportunities, grounded in reality. That’s the mindset that led to BonbonCar: not just a passion project, but a solution built around market insight and long-term viability.
BonbonCar: Where Practicality Meets Purpose
BonbonCar didn’t just appear out of thin air — it was the result of deep research into consumer behavior and a keen sense of market timing. Hiếu noticed a paradox in Vietnam: while owning a car remains expensive, the demand for flexible, short-term vehicle use is rising fast. That insight laid the groundwork for a self-drive rental model tailored to local needs.
From day one, Hiếu and his team focused on three things to differentiate themselves. First, they aimed to unlock more value from personal vehicles by helping car owners earn passive income during idle hours. Second, they prioritized flexibility for renters, offering on-demand access with hourly options starting from just four hours — no driver required. And third, they set out to standardize the experience, ensuring every car is clean, reliable, and that the booking process is seamless and transparent.
Originally, BonbonCar was more experimental — a multi-category rental platform. But it quickly became clear that focus would be key. Hiếu pivoted, narrowing the scope to cars — where demand is strong, impact is measurable, and the growth potential is clear.
But for Hiếu, BonbonCar isn’t just about scale — it’s also about shaping smarter mobility habits. One of the platform’s core missions is to reduce the number of private cars on the road by improving how existing ones are used. That means fewer vehicles sitting idle, less congestion, and a more sustainable approach to urban transport.
The broader vision? A shift in how people think about getting around. With more flexible, cost-effective options available, BonbonCar is helping users rethink car ownership altogether — making mobility more efficient, accessible, and future-ready.
3 Advises For Young Entrepreneurs
Speaking on the Vietnam Innovators podcast, Hiếu shared three pieces of advice for young entrepreneurs — hard-earned lessons from his own journey.
Treat entrepreneurship as personal growth
If you're in it just to follow a trend, chances are you’ll lose steam. But if you treat the journey as a way to grow, stretch your limits, and learn — you’ll go a lot further, with more resilience along the way.
Don’t just follow your passion — solve real problems
Early on, it’s tempting to chase what excites you. But at some point, you’ll realize the real win comes from creating value for others. True maturity is learning to align what you’re good at with what the world actually needs.
Stay practical — always
Even the best ideas won’t go far unless they outperform the competition. Faster, leaner, better experience — those things matter. Keep a clear head, stay grounded, and focus on what really moves the needle.