New names gain more popularity

Sudibyo M. Wiradji, Contributor, Jakarta

Although the Toyota Kijang, Mitsubishi Kuda, Suzuki Carry and Daihatsu Zebra continue to dominate the multipurpose vehicle (MPV) market, several new models have also received a warm response from buyers.

Kia's MPV series, such as the Carnival and Carens, Chevrolet's Zafira and Honda's Stream are also gaining popularity on the local market.

For PT Kia Mobil Indonesia, which started to sell MPVs in 1999, MPVs have made a significant contribution to its company's total sales. Its two primary MPVs, the KIA Carnival and Carens, have received a good response from the public.

Approximately 3,992 MPVs, including the Carnival and Carens, were sold in 2000. By the next year, it had managed to sell 9,224. As of June this year, the company has sold 8,414 MPVs.

"Our sales target for 2002 is 9,000," said company staff member Yanti Soedarman.

PT KIA Mobil Indonesia is also marketing other models, including the Magnetis, Spectra Wing, Rio, Visto New Visto and Pregio.

"If the Kijang or Panther is included in the MPV class, we control about 10 percent of the market share. However, if they were excluded, then we control a 40 percent share," she said.

Yanti said that sales of MPVs contributed about 30 percent to the company's total revenue for 2001.

Meanwhile, PT General Motors Indonesia is promoting its Chevrolet Zafira. The marketing program that kicked off in 2000 managed to sell over 1,000 Zafiras in 2001.

Chevrolet Zafira, named "The Smart MPV", is known for its ideal body size and Flex 7 concept. With Flex 7, the interior of the car can be easily changed within an incredibly short time, depending on the owner's needs. "The Flex 7 system enables the customer to arrange the seating according to his or her needs, in less than 15 seconds.

"The system allows the customer to have 49 combinations of seating," she said.

"Our sales target for 2002 is 1,000 vehicles," said General Motor Indonesia's assistant director of Marketing Revyta Unsulangie. With aggressive marketing efforts, she believes the target can be achieved.

Since it was first launched in Europe, the Zafira has won many awards. One of them was Car of the Year and the Best MPV, she said.

On-the-road prices for MPVs vary, depending on the brand and model. Prices range from Rp 107 million (about US$11,900) to Rp 458,530.000. A variety of MPVs in the Kijang line are available at different prices. The new Kijang Short Minibus Standard sells for Rp 107 million and the new Kijang Long Minibus Krista Diesel sells for Rp 178.93 million. A standard Toyota Previa is priced at Rp 442.53 million and the Toyota Previa goes for Rp 458.53 million. The diesel KIA Carnival sells for Rp 254.80 million, the KIA Carens sells for Rp 159.90 million and the Sedona sells for Rp 254 million. The Chevrolet Zafira carries a price tag of Rp 253.90 million.

Automotive giant Astra International's subsidiary PT Toyota Astra Motor (TAM) remains the market leader despite the growing popularity of other MPV names.

PT TAM sold 68,617 Toyota Kijangs and 28 of the new MPV model, the Toyota Previa, in 2000. In 2001, the company sold 56,096 Toyota Kijangs and 76 Toyota Previas. As of June 2002, it has sold 29,739 Toyota Kijangs and 34 Toyota Previas. The figures do not include the pick-ups.

To date, the sale of Toyota Kijangs has contributed the biggest share in overall sales. "Our sales of Toyota Kijangs are better than sales of sedans," an executive said.

The company's good after-sale service and availability of spare parts in almost all major cities in the country are among the reasons why people choose the Kijang when it comes to MPVs.

Well aware that MPVs have won the public's heart, TAM has set the sales target for 2002 at 60,000 vehicles and 65,000 in 2003.

"We will certainly continue to enhance the quality of our vehicles to achieve this target. As competition becomes fiercer, we will continue our promotional efforts, either above the line or below the line, through public display," said TAM's Communication Department Head of Marketing, Planning and CR Division Hendrayadi Lastiyoso.