Korean Media: From Nearly Invisible Two Years Ago, Chinese Cars Now Shake Up Indonesia's Market!
On September 4, South Korean media outlet JoongAng Ilbo published an article stating that the most striking change observed at the 2026 Indonesia International Auto Show was the surge of Chinese automotive brands. Just two years ago, Chinese brands were barely present; today, they occupy every corner of exhibition halls and have become a vital pillar in Indonesia’s automotive market.
Around 2024, over ten Chinese companies officially entered the Indonesian market. Starting with BYD, followed by Zeekr, XPeng, Linglong, SAIC, Chery, BAIC, Dongfeng Fengshen, and Wuling, these companies have dramatically reshaped the competitive landscape.
The characteristics of each brand differ significantly. Brands like Zeekr, XPeng, and SAIC focus on premium electric vehicles and advanced technology, while BYD, Chery, BAIC, Dongfeng Fengshen, and Changan adopt mass-market product strategies aimed at broad consumer appeal. Wuling, meanwhile, concentrates on affordable small electric vehicles targeted directly at end-users.
BYD and Wuling booths undoubtedly drew the largest crowds. BYD prominently showcased its M6 electric MPV tailored for the Indonesian market and the ATTO 1 entry-level electric vehicle.
Notably, among Chinese brands, BYD leads in both plug-in hybrid and pure electric vehicle sales. According to data from the Indonesian Automotive Manufacturers Association (GAIKINDO), BYD’s wholesale sales reached 17,993 units between January and May this year, ranking sixth overall. Its market share stands at approximately 4.8%, placing it just behind Honda.
This development has placed significant pressure on Hyundai Motor. Although Hyundai ranked within the top ten last year with around 10,000 units sold, BYD surpassed that figure in just two years and now leads in sales volume. Industry assessments indicate that Chinese brands are growing far faster than expected—driven primarily by localized production, aggressive pricing strategies, and extensive EV product portfolios.
Price competitiveness has become the biggest challenge facing South Korean and Japanese brands. The BYD ATTO 1 serves as a prime example. In Indonesia, its price ranges from about 195 million to 235 million Indonesian Rupiah. From consumers’ perspective, this means they can purchase an electric vehicle for the same price as a compact gasoline-powered car.
Sales competition is exceptionally fierce. Chinese brands don’t merely display vehicles—they actively promote on-the-spot transactions through various incentives. Some offer interest-free installment plans lasting up to one year, along with aggressive promotional campaigns including free home charging station installation, extended warranty periods, regular maintenance services, and complimentary spare parts kits. This clearly reflects the nature of the Indonesian market, where auto shows are not only marketing events but also actual sales platforms.
The competitiveness of Chinese brands no longer lies solely in pricing. While emphasizing product features, they are also expanding consumer choice through increased local production and innovative financing solutions.
Original Source: toutiao.com/article/1875403546607624/
Disclaimer: This article represents the personal views of the author.