Ford Introduces an Experience Centre in Sunter, Combining Product Education and Community Space
Ford, through its official partner in Indonesia, RMA Indonesia, has unveiled a new facility named the Ford Experience Centre (FEC) in Sunter, North Jakarta. The facility is designed as an integrated space that combines product education, community activities, and vehicle personalisation in a single location.
Regional Director of RMA Indonesia, Roelof Lamberts, said the introduction of the Experience Centre is part of the company’s The Next Heat vision to strengthen a more inclusive automotive ecosystem while focusing on customer needs.
He stated that the FEC is not only a place to showcase vehicles but also an interactive space between the brand and its user community. ‘This space is designed as a venue where high-performance technology meets a premium lifestyle. Through the FEC, we aim to create an inclusive space for the community to collaborate, explore, and experience Ford’s dedication to innovation and customer comfort,’ Roelof said in an official statement on Saturday, 7 March 2026.
The facility sits on a site measuring around 1,014 square metres. Its presence is one of the strategic steps to strengthen Ford’s position in Indonesia’s automotive market, particularly in terms of customer experience and aftersales services.
Conceptually, the Ford Experience Centre is built on three main pillars. First, a product and innovation hub, functioning as a space for technology and product education. Second, a showroom and bespoke area, including the Hamer area for vehicle personalisation. Third, a café and lounge prepared as a relaxing space and place for community interaction.
In addition to serving as a customer activity hub, the FEC is expected to reinforce Ford’s service network already in Indonesia. The network currently includes 33 authorised service centres and 19 authorised dealers across various regions.
Roelof added that the Ford Experience Centre’s presence is part of a series of steps the company has prepared throughout 2026 to expand services and bring automotive experiences closer to Indonesian customers.