Indomobil Explains Strategy for Selling Electric Motorcycles in Indonesia

BEIJING, KOMPAS.com – The development of electric vehicles in Indonesia targets not only cars but also electric motorcycles. However, the characteristics of consumers in these two segments are markedly different, meaning that the approaches used by manufacturers cannot be the same. Andrew Nasuri, Director of Indomobil Group, which oversees the Indomobil E-Motor electric motorcycle brand, revealed that the electric motorcycle market has its own unique challenges compared to electric cars. According to him, motorcycles in Indonesia are generally used as the primary means of transportation for daily activities. This means that functional factors are the main consideration for consumers before purchasing. “Motorcycles are used to cover relatively longer distances; they are for commuting, such as from home to the office and back. So, motorcycles truly become a main asset, from point A to point B,” he said. “Therefore, any player in Indonesia for electric motorcycles must prioritise the aspect of usability or practicality,” he added. In contrast to motorcycles, consumers of electric cars are still considered to have emotional factors in the purchasing process. It is not just about function, but also design, features, and brand image. In other words, electric motorcycle consumers tend to be more rational and practical. The buyers are those who consider whether the vehicle can truly support their daily mobility needs without obstacles. “So, the approach is indeed very different between two-wheeled and four-wheeled vehicles,” he stated. This difference in character is an important note for automotive industry players. For electric motorcycles, the success of a product is highly determined by efficiency, range, and ease of charging. Meanwhile, for electric cars, aspects of design, comfort, and technology remain the main attractions in addition to energy efficiency.