Analyst Reveals Why Audi Still Lags Behind BMW and Mercedes in Indonesia

KatadataOTO – Luxury cars have their own market in Indonesia, and their sales have been quite stable amidst various economic challenges this year.

Of the approximately seven luxury car brands operating in Indonesia, BMW still dominates. As of November 2025, BMW's retail sales were 176 units.

That figure was followed by Lexus with 89 units, Mercedes-Benz with 76 units, Mini with 24 units, Volkswagen with 12 units, and Volvo with 22 units.

But there is one brand that consistently remains at the bottom, namely Audi. In that period, Audi only delivered one luxury car to consumers.

Photo: Audi

Viewed cumulatively for the January-November 2025 period, Audi's retail sales only managed to reach 14 units. Lagging far behind BMW's 2,143 units and Mercedes-Benz's 1,170 units.

An automotive observer revealed that there are several reasons why Audi's sales have not been as massive as its rivals in the country.

“Besides having entered our country not long ago compared to the two previous brands, a driving experience is needed to appreciate an Audi car,” said Bebin Djuana, an automotive observer, when contacted by KatadataOTO on Wednesday (24/12).

Audi is actually a new name in the automotive world. Its image as a luxury car is already known in the global market.

However, a more aggressive approach and promotion to target consumers is needed. So that it can match the progress of its rivals in the country.

BMW, for example, often holds mall exhibitions and recently held an exclusive exhibition at JIExpo Kemayoran. The goal is to attract potential customers through test drive experiences and attractive discounts towards the end of the year.

Consumers who choose luxury cars, especially German-made ones, according to Bebin, strongly consider comfort, luxury, and safety factors.

Photo: AudiUSA

But a direct experience like a test drive is needed so that potential customers can first feel the driving sensation.

“Not many Indonesian consumers understand Audi. More information is needed,” Bebin asserted.

Audi Sales Report in Indonesia Throughout 2025 (Retail)

• January, 1 unit
• February, 2 units
• March, 2 units
• April, 2 units
• May, 1 unit
• June, 1 unit
• July, 0 units
• August, 1 unit
• September, 1 unit
• October, 2 units
• November, 1 unit

Total: 14 units