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Renault, Maxindo team up to revive car brand
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Maxindo Renault Indonesia (Maxindo) chief operating officer Davy J. Tuilan (left), Maxindo CEO Andrew Limbert (second left), Maxindo chairman Joe Surya (center), Renault Asia-Pacific vice president of sales and marketing Guillaume Sicard (second right) and Renault Asia-Pacific head of imports Quincy Govin hold up the Maxindo logo in Jakarta on Monday. (Antara/HO)
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rench automotive giant Renault has appointed Indonesian company PT Maxindo Renault Indonesia (Maxindo) as its authorized brand holder for the local market, replacing the old partner Indomobil.
The partnership, starting Feb. 24, will ensure MRI the rights to import, market, distribute and manage the French car in the country.
Maxindo, a subsidiary of Nusantara Maxindo Group, would attempt to revive the brand Renault in Indonesia, said its chief operating officer Davy J. Tuilan.
“The dynamic market [in Indonesia] will give new brands a lot of opportunities to develop; therefore, we need to implement an aggressive mind-set in marketing,” he said in Jakarta on Monday.
Davy said an aggressive marketing strategy would raise awareness about Renault’s lesser-known technological features. For instance, its tailgate opener technology opens the rear door automatically when consumers want to place their belongings in the back of the car.
Renault, which has 120 years of international experience, noted that its biggest challenge in Indonesia was changing locals’ perception of the brand.
“We wish to change people’s perception, as they say that our products and maintenance are not affordable,” Maxindo CEO Andrew Limbert said.
For this reason, Davy said Renault was focused on introducing customer-friendly products by expanding its segments to seven from its current three. One of the new segments would include an affordable seven-seat multipurpose vehicle, which are popular in Indonesia. (aak/gda)
