From Maxus to Hongqi: Indomobil Boosts Indonesia's Automotive Market

In recent years, Indomobil Group has become increasingly aggressive in expanding its automotive brand portfolio in Indonesia. Not only is the company maintaining its existing brands, but it is also actively bringing various Chinese brands to the country. Looking ahead, there are other brands such as Leapmotor and Hongqi to enrich consumer choices. This step complements Indomobil’s portfolio, which was previously filled with various Japanese brands such as Suzuki and Nissan. This includes premium brands from Europe, among others Mercedes-Benz and Audi. “This is different for passenger and commercial vehicles (for passenger cars), you look at the vehicle, look at the design, which one is personal. You like this design, design A, design B, design C,” said Andrew in Beijing, China, last weekend. “Indomobil’s strategy now is that I want everyone to take Indomobil products. Don’t let people see, oh this product is good for me, my friend doesn’t like it,” he stated. On the contrary, the company strives to provide diverse options so that consumers can choose vehicles according to their respective needs and tastes. The presence of Chinese brands is not just a passing trend, but a long-term part to meet the increasingly diverse market needs. Moreover, products from China are now known to offer a competitive combination of design, technology, and price. “Chinese brands are already good now, and in the end, it’s about taste. (Like) eating chicken. Fried chicken, this brand or that brand, it’s still chicken. In the end, it’s choice,” he said. “From Indomobil, we ensure that this choice can be taken by Indonesian society,” Andrew added.