Honda shifts focus to regional Indonesia to counter competition

Honda is shifting its business strategy in Indonesia, moving focus from saturated major cities to regional and remote areas to counter intense competition from new manufacturers, particularly from China. To support this expansion, the company is aggressively growing its dealer network in regions including Kalimantan, Sulawesi, Central Java, Bali, and Papua.

Central to this strategy is the ‘Lifetime Ownership Joy’ initiative, which emphasizes comprehensive after-sales services, including maintenance, spare parts, and the Honda Certified Used Car program. This approach aims to provide regional consumers with service certainty and long-term value.

In tandem with its regional expansion, Honda is also highlighting its electrification efforts. The Honda Owners Journalist community recently conducted the first tests of two new electrified models, the Honda Super One and the Honda Prelude, in Cikarang.