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Korean and American SUV have specific market
If the Toyota Rush is too small, or if the VW Touareg is too big or too expensive for you, then you might be a potential customer for a medium-sized SUV (sport utility vehicle)
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If the Toyota Rush is too small, or if the VW Touareg is too big or too expensive for you, then you might be a potential customer for a medium-sized SUV (sport utility vehicle).
The Kia Sportage, the Hyundai Tucson, the Honda CRV, the Chevrolet Captiva and the Mitsubishi Pajero are among the most well-known brands in this category.
According to Suwandi, a spokesman at the Kia Showroom Tebet, those buying the Kia Sportage and Hyundai Tucson are usually true fans of the Korean brand.
Happy Kurniawan, a salesperson from Chevrolet Surabaya, said, 'This also happens to customers of European and American manufacturers,' adding, 'It seems that specific products always have their own specific fan.'
Both Suwandi and Happy are of the view that it would take time to sell medium category cars to those who do not like the brands, as customers 'will ask for a lot of explanations'.
In Indonesia, fanatic lovers of cars from a particular country can be easily found, with communities developing through Internet. This explains why these brands can seize a significant market opportunity domestically, in addition to Japan's popular brands.
Meanwhile, PT Kia Mobil Indonesia (KMI) marketing director Hartono Sukmono revealed that 6,300 units of the Kia Sportage had already sold out since it was launched in mid-2011.
He is optimistic about the sale of the brand, with the SUV market predicted to absorb 150,000 units in 2014, an almost three-fold growth, compared to the 50,000 units sold in 2010.
He sets the sale target at 1,000 units by the year end.
According to many sales persons, the best season to sell cars is before Idul Fitri or the Lebaran holiday, which, in this year, fell at the end of July.
Learning the situation, PT Kia Mobil Indonesia (KMI) launched the New Kia Sportage at the end of April, followed by the Next Generation Hyundai Tucson only a few days later.
Hartono acknowledged, 'Actually, it is a bit late to introduce the New Kia Sportage. Originally, we planned to introduce it last February, but there were things that forced us to delay it.'
But three months seemed to be enough time for a good preparation to sell the vehicle, before Lebaran started.
Soon after the launch day in Jakarta, the New Kia Sportage went to several road shows, visiting Bandung, Medan and Surabaya ' the big cities in Indonesia with significant numbers of potential buyers.
Actually, Bandung has become one of the most promising automobile markets.
PT Hyundai Indonesia Motor president director Mukiat Sutikno expected to gain up to 25 percent of sales from this city and around 35 percent from the whole West Java region.
PT General Motors (GM) also launched their own medium SUV, the New Chevrolet Captiva, in the middle of June, only a month before Lebaran.
GM president director Michael Dune said that the New Chevrolet Captiva was to complete their portfolio of types and models. 'It is evidence that GM always responds to market demand,' he said.
To common people, it must be difficult to compare these brands without personal judgment because in the same class, all of them provide 2,000 cubic centimeter (cc) engine capacity with a maximum power of 158 metric horsepower (PS) at 6,200 rpm.
Additional benefits and variants may help customers to make a decision to drive their car of choice, beside their personal preference for a particular brand and its country of origin and price, which sometimes speaks louder than words.
The new Kia Sportage is available in the LX MT, EX AT and Platinum type. The vehicle also offers additional benefits in terms of technology, which include extra comfort and safety.
The New Chevrolet Captiva adopts Passive Entry Passive Start (PEPS), enabling the driver to open the doors and start the engine without using the ignition key. The brand is also equipped with new Dual Zone Climate Control, which provides different temperatures to the driver and the passengers.
The Kia Sportage is equipped with extra safety devices. The auto lock will automatically work when the speed is above 15 kilometers per hour. When a passenger tries to force a door open, the auto lock will respond accordingly, no matter the side.
But to a real fan, appearance does matter.
Diptakirana, an account and a member of the Kia Sportage fan page, admired Peter Schreyer, who designed the brand.
To him, Schreyer is really genius when it comes to design. 'He brings quite a strong feel of an SUV (to the Kia Sportage)!'
(Eddy P. Kasdiono)
