Harley-Davidson Expands Market to Commercial and Institutional Segments

JAKARTA, KOMPAS.com – Efforts to expand the Harley-Davidson market in Indonesia are no longer solely targeting individual consumers. Through a new strategy, sales to the commercial segment are now being pursued, although the portion remains relatively small at present.

Operations Director of JLM Auto Indonesia, Irvino Edwardly, revealed that this step is supported by the internal ecosystem of the group.

“So, as it happens, our company Inchcape already has a fleet department. So, of course, this with Harley is part of Inchcape Indonesia,” said Irvino to Kompas.com (20/4/2026).

To date, Harley-Davidson fleet sales have primarily targeted government institutions. This experience has been carried out in recent years. However, looking ahead, the company wants to expand its reach to the private sector.

“What we have done so far is indeed government. Like last year, we also provided to the government,” said Irvino.

Amid challenging market conditions, the company remains optimistic. Various external factors such as regulations, global geopolitical conditions, oil prices, and currency exchange rates pose significant challenges to the automotive industry.

“(The overall market) we remain positive, although we see that this will certainly be a challenging year. Especially if we look at the current regulations, the global conditions with wars, world oil, and forex which is also not favourable,” said Irvino.

“Of course, we try not to be too aggressive but remain optimistic. We want to achieve a minimum of the same or more than last year,” he added.