Changan's strategy to boost sales in Indonesia as a newcomer

Changan Indonesia is relying on brand strengthening, dealer network expansion, and completing its product line to boost sales in the national automotive market, given its status as a newcomer that has only been effectively operating for about six months in Indonesia. Head of Marketing Changan Indonesia, Rizal Mulyadi, stated that the company is aware it still has homework to do to increase brand and product recognition among consumers. “As a new brand, we still need time and harder effort. We still have an agenda to introduce the Changan brand and its products. We will continue to try to expand our network, dealers, and complete our products,” Rizal said during a media test drive event for the Deepal S05 in Sukabumi, West Java, on Tuesday. He added, “Just wait, at GIIAS there will definitely be a new surprise.” On the product side, Changan is optimistic that its latest model, the S05, will be accepted by the market, playing in the premium segment priced around the mid-hundreds of millions of rupiah. Rizal noted that the S05 has its own competitive position by offering both a Battery Electric Vehicle (BEV) and a Range Extended Electric Vehicle (REEV) option, a technology claimed to be the first in Indonesia. Regarding pricing, Rizal said Changan is still considering various factors, including exchange rate movements and incentive policies, before announcing the official price at launch. “We are still calculating the selling price for this product (S05). Therefore, we will determine the best price at launch. We will try to provide the best price,” he said.