Assessing the Effectiveness of GJAW 2025 to Boost Year-End Sales

KatadataOTO – The Gaikindo Jakarta Auto Week or GJAW 2025 exhibition is one of the last hopes to boost sales figures at the end of the year.

But a few days into the event, a number of salespeople revealed that not many Vehicle Order Letters (SPK) were successfully booked.

Even though, unlike GIIAS, GJAW 2025 focuses more on purchasing programs and easy installments to attract buyers.

Analysts assess that GJAW 2025 as a sales driver has a limited impact. The event could not significantly attract consumers to buy cars.

Photo: KatadataOTO

“Consumers come to browse, not commit, amidst negative market sentiment,” said Yannes Martinus Pasaribu, an automotive analyst and academic from the Bandung Institute of Technology (ITB), to KatadataOTO on Monday (08/12).

Yannes highlighted that the main problem currently is not the lack of promotions but the weakening purchasing power of middle-class consumers.

Therefore, GJAW 2025 can only show the potential consumer interest in new vehicle lines.

This interest cannot necessarily be converted into a purchasing decision, especially considering the middle class's purchasing power has not yet recovered.

“The price imbalance, especially in the Low Cost Green Car (LCGC) and Low Multi Purpose Vehicle (LMPV) segments, which are no longer low cost, makes consumers take a wait-and-see attitude,” explained Yannes.

He emphasized that exhibitions remain important for visibility. However, at present, they have proven not to be that strong in moving the market.

Fiscal stimulus such as aid or incentives, coupled with macroeconomic improvements, still need to be prioritized to revive public purchasing power.

For your information, GJAW 2025 is the last exhibition from Gaikindo at the end of 2025. Several brands launched new products such as the Toyota Veloz Hybrid.

Photo: Changan

Then, the Electric Vehicle (EV) brand from China, Changan, made its debut, bringing two models, namely the Lumin and Deepal S07.

Another exhibition is the Astra Auto Fest, focusing on brands under the Astra umbrella. Similar to GJAW 2025, the event aims to attract buyers through sales programs and easy credit.

Astra itself is targeting 4,000 transactions during the event. The brands present vary from Daihatsu and Toyota to BMW.