IIMS Targets Premium Consumers: New Strategy Amid Purchasing Power Crisis

Jakarta – The decline in purchasing power among Indonesian consumers throughout 2025 has significantly impacted the national automotive industry. Entry-level segments such as Low-Cost Green Car (LCGC) vehicles have been the hardest hit.

Observing these conditions, Dyandra Promosindo, the organiser and founder of the Indonesia International Motor Show (IIMS) that recently concluded, has taken strategic steps to ensure visitor quality remains transactionally viable. The company believes this phenomenon is genuine and evident from industry data.

“We at Dyandra have been observing our exhibitions throughout 2025, including IIMS Jakarta, Surabaya, and the inaugural Balikpapan event. We recognise there is an issue regarding buying power – it is very real in 2025. Data from Gaikindo also showed a decline of approximately 7 per cent,” said Rudi to Kompas.com (28 February 2026).

The decline in LCGC wholesale sales from 176,000 units to 122,000 units, based on Gaikindo data throughout 2025, demonstrates that lower-class consumers have been most severely impacted by economic pressure. This has prompted IIMS to move beyond relying solely on mass visitor numbers, instead targeting segments with stronger purchasing capacity.

Consequently, IIMS is exploring new approaches through a “Sportainment” concept to attract different audience profiles.

“From our research, we see that upper-middle and upper-class consumers still maintain buying power and financial stability. The hobbies of these premium consumers, who are potential buyers, include golf and padel tennis. Renting a padel court costs millions of rupiah – clearly, these people have buying power. Just look at their car parks; the vehicles are excellent quality,” said Rudi.

According to him, this approach is not merely a gimmick but a measured strategy to ensure visitors who attend are genuinely potential purchasers.

“From our survey, these golfers definitely have the capacity to buy a car; they simply might not be inclined to visit a motor show,” he said.