Astra's Strategy to Counter Electric Vehicles from China

Director of PT Astra International Tbk, Gidion Hasan, stated that the company has two strategies to face the onslaught of electric vehicle sales from China in Indonesia. The plan implemented considers the diverse needs of Indonesian society, from electric vehicle use, Internal Combustion Engine (ICE), to hybrids.

“With this strategy, we hope we can maintain our market share at around 50 percent,” he said during the press conference for the AGM at Menara Astra, Jakarta, on Thursday, 23 April 2026.

Gidion said that conventional engines or ICE are still very much needed by Indonesian society with an 85 percent market share. This dominance also considers infrastructure and utility factors. To continue reaching needs, Astra through various brands under their licenses will continue to launch the latest products.

Astra also continues to rely on the automotive industry ecosystem they possess, from financing, dealers, to after-sales services. “Even up to used cars for trade-in needs,” Gidion added.

The company holds assembly and sales distribution licenses from various brands, including Toyota, Daihatsu, Isuzu, BMW, Lexus, UD Trucks cars, and Honda motorcycles through PT Astra Honda Motor. Subsidiaries supporting sales in the automotive sector include Astra Otoparts, Astra World, Sera, Moda, and OLXmobbi.

Astra’s President Director, Rudy, realises that big cities like Jakarta and its surroundings, Surabaya, Bandung, have faster electric vehicle adoption rates. The number of electric vehicle consumers, especially cars, is high due to adequate supporting infrastructure.

However, this differs from semi-urban areas or smaller cities, which consider functionality and affordability. “We are multi-pathway, we have PHEV (Plug-in Hybrid Electric Vehicle), we have HEV (Hybrid Electric Vehicle), we also have ICE, because each segment has different needs,” Rudy said on the same occasion.

Astra is known to have a 50 percent market share in vehicle sales in Indonesia. Competitors to the car brands under Astra’s umbrella include electric cars such as Build Your Dreams (BYD), Geely, Xpeng, Wuling, Chery, BAIC, MG, Jetour, DFSK, VinFast, up to Hyundai.