Price-Sensitive Market Remains Large: Hyundai Keeps Selling Previous Stargazer Model

Jakarta, VIVA — Amid fierce competition in the low MPV segment, PT Hyundai Motors Indonesia (HMID) has opted for a strategic move by continuing to sell the previous Stargazer model. Whilst some manufacturers focus entirely on new models, Hyundai is still making room for the older variant to reach price-sensitive consumer segments.

HMID Chief Operating Officer Fransiscus Soerjopranoto explained that the decision was based on diverse market needs.

“We still need to cater to customers or consumers who require vehicles with high price sensitivity. There is also demand from several fleet buyers, which is why we are maintaining it,” he said in Jakarta recently.

Hyundai currently markets the latest Stargazer variants, including the Cartenz and Cartenz X. However, the previous model year remains available in limited quantities to meet the needs of specific consumers, particularly bulk or fleet purchasers.

Nevertheless, Fransiscus stressed that this strategy is transitional in nature. Going forward, the company’s focus will be directed entirely towards the newest model.

“We will begin to focus once we can fully build everything with the Cartenz,” he said.

The move is seen as Hyundai’s way of maintaining sales volume in a highly price-sensitive market. The Rp 200–300 million MPV segment is recognised as the largest market in Indonesia, with competition coming not only from Japanese brands but also from Chinese manufacturers aggressively offering feature-rich vehicles at competitive price points.

By retaining the older model, Hyundai is seeking to maintain price accessibility without having to undercut the positioning of its newer product. This strategy also aligns with the “global product, local taste” approach that Hyundai has long championed, whereby global products are adapted to suit the character of Indonesian consumers.

Additionally, several Hyundai models such as the Stargazer are produced locally, providing flexibility in supply management and pricing strategy.

With national automotive market projections suggesting potential growth from 800,000 to 850,000 units this year, safeguarding all market niches is a realistic approach. For Hyundai, maintaining the older model is not merely a matter of stock management but a strategy to reach consumers who may not yet be ready to switch to the latest model.