Swan.my.id - Jakarta, Daihatsu is maintaining its focus on first-time car buyers as Indonesia’s automotive market faces increasingly intense competition from new brands, particularly manufacturers from China.
Several new automotive brands now offer vehicles with more advanced technology and features at relatively affordable prices. This trend has expanded consumer choice while also putting established manufacturers such as Daihatsu under greater competitive pressure.
Marketing Director & Corporate Function Director of PT Astra Daihatsu Motor (ADM) Rokky Irvayandi acknowledged the changing competitive landscape. He said the arrival of new players and products could benefit consumers because buyers now have more vehicle options to match their needs.
Daihatsu Records Positive Sales Growth
Despite the growing number of competitors, Daihatsu has chosen to protect its position among the customer groups that have supported its sales. Rokky said the company recorded positive retail sales through August 2026.
“If we look at Daihatsu’s performance, for example, up to August this year, Daihatsu still recorded positive sales, increasing 9 percent compared with last year,” Rokky said in Jakarta on Wednesday, September 23, 2026.
Daihatsu’s retail sales in Indonesia reached around 97,000 units through August 2026. The figure reflects the company’s performance during a period when Indonesia’s automotive market continued to welcome additional brands and dozens of new models.
Focus on First-Time Car Buyers
Rokky explained that Daihatsu’s strategy centers on its core customers, especially buyers looking for vehicles priced below Rp300 million. This segment includes many people purchasing a car for the first time.
“This happens because we focus on our core customer. Our core customer is in the segment below Rp300 million, particularly first-time car buyers,” Rokky said.
According to Rokky, first-time car buyers play an important role in Indonesia’s automotive market. Their purchasing decisions connect closely with the wider motorization process, which makes this group strategically important for manufacturers targeting affordable vehicles.
Therefore, Daihatsu wants to continue providing vehicles that people can afford when they begin searching for their first car. The approach allows the company to maintain its attention on an established customer base instead of shifting its entire strategy toward the newest market trends.
Consumers Spread Beyond Java
Daihatsu’s customer base also extends beyond Indonesia’s major cities. Rokky said the company’s users live across various regions, showing that demand for its vehicles does not concentrate only in urban centers.
Company data shows that around 62 percent of Daihatsu customers live outside Java. This distribution highlights the importance of regional consumers for the brand’s overall market position.
Meanwhile, the growing presence of new brands continues to give Indonesian consumers more choices. However, Daihatsu is relying on its focus on affordable vehicles and first-time buyers to navigate the changing market.
With positive sales growth through August 2026 and a customer base spread across the country, the company is continuing to strengthen its position among buyers seeking their first vehicle, particularly in the segment below Rp300 million.
