Toyota In No Rush to Launch Affordable Electric Vehicle in Indonesia
Jakarta — Amid growing plans by numerous manufacturers to launch affordable electric vehicles, Toyota is adopting a different approach for the Indonesian market.
Rather than hastily releasing products, the company emphasises that each technology development stems from consumer needs.
Jap Ernando Demily, Director of Marketing at PT Toyota Astra Motor (TAM), stated that the company’s approach to introducing new technology is typically done in phases, starting from product introduction to observing market response.
According to him, this approach is related to Toyota’s commitment to building a sustainable national automotive industry. The arrival of new technology is not merely about introducing products, but also ensuring broader economic impact.
“Why? As you know, manufacturing has significant multiplier effects. It creates substantial employment,” he said.
Ernando explained that when the manufacturing industry develops, economic growth becomes more evenly distributed, thereby increasing consumers’ purchasing power.
“When the multiplier effect is substantial, economic growth will be better and more balanced. As the economy grows, people’s purchasing power to buy cars will also improve,” he said.
The battery electric vehicle (BEV) model introduced in Indonesia is the Toyota bZ4X, which is now also being assembled locally as part of developing the national electric vehicle ecosystem.
“If asked whether there are plans, there certainly are. It comes back to customers. As long as customer needs exist, we will certainly try,” Ernando said.
This approach aligns with Toyota’s multi-pathway strategy, which provides various electrification technology options, ranging from hybrid, plug-in hybrid, to BEV, according to market needs.
Meanwhile, other Japanese manufacturers are showing more aggressive moves in the pure electric vehicle segment. PT Honda Prospect Motor (HPM), for instance, is preparing three new electrification models for the Indonesian market in 2026.