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Astra sets defensive automotive sales strategy for 2016
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Astra Daihatsu Motor president director Sudirman MR (center), executive director Tsuneo Itagaki (left) and Astra International Daihatsu sales operation chief executive Djony Bunarto Tjondro chat about the newly launched Daihatsu Great New Xenia in Jakarta on Aug 12, 2015. (The Jakarta Post/R. Bertho Wedhatama)
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utomotive giant Astra International has retracted its ambition for a bigger chunk of the automotive market this year, instead stating that maintaining a minimum market share of 50 percent is acceptable.
Astra has grabbed 50 percent of the automotive market in Indonesia since March this year. As of May, Astra had sold 222,980 vehicles, accounting for 50.62 percent of the total 440,466 sold.
"We only want to defend our market share at above 50 percent. However, we have won it by a small number," investor relations head Tira Ardianti told thejakartapost.com on Tuesday.
Astra’s sales depend on Toyota, Daihatsu and Isuzu, which make up 93 percent of the group's sales volume, with 60 percent, 30 percent and 3 percent, respectively.
However, Honda managed to jack up its market share from 15.75 percent in 2015 to 20.48 percent in 2016 year-to-date, posing a tough challenge for the publicly listed company.
To defend its sales, Toyota launched a new Innova multi-purpose vehicle (MPV) model and Fortuner sports utility vehicle (SUV). Launching them before Ramadhan, Astra has tried to utilize the momentum of the fasting month as people tend to buy new cars before Idul Fitri. (ags)
