Isuzu Highlights Slowing Purchasing Power, Increasingly Selective Customers
Jakarta (ANTARA) - PT Isuzu Astra Motor Indonesia (IAMI) views the slowing of consumer purchasing power as one of the main challenges for the commercial vehicle business heading into 2026, in line with changing customer behaviour that is becoming increasingly critical in making purchasing decisions.
“Consumer purchasing power is one of the biggest challenges. When it slows down, it will of course have an impact on purchasing decisions, including in the commercial vehicle segment,” said Vice President Director of PT IAMI, Anton Rusli, at the Isuzu Media Gathering: Kick Off 2026 & Iftar event in Central Jakarta, Thursday.
He said that economic dynamics and slowing community activity are also influencing the movement of the domestic commercial vehicle market.
He explained that the changing generation of business actors is also shaping a different customer profile compared to the past. If in the past buyers tended to be conventional and not too demanding, now consumers want products that are of good quality, competitively priced, have a fast purchasing process, and clear after-sales service.
According to Anton, current commercial vehicle customers also demand solutions that are more tailored to their respective business needs. A complicated purchasing process is considered to hinder investment decisions, especially in the face of an unstable economic climate.
“Now they want products that are of better quality, can be customised to business needs, the process is not difficult, and after-sales service ensures that the vehicle remains operational,” he said.
He added that the majority of the commercial vehicle market is filled by established players, so a more personal and responsive approach is key to maintaining customer loyalty.
In 2025, PT IAMI recorded a market share of 29 percent in the commercial vehicle market. This achievement was supported by sales of the Isuzu TRAGA, ELF, and GIGA, which cater to various business needs.
Entering 2026, the company affirmed that it will adjust its business strategy to the changing customer profile and market conditions in order to maintain sustainable growth.