BYD Undaunted by Xpeng X9's Competition for Denza D9

KatadataOTO – Competition in the premium car market in Indonesia is predicted to heat up. This is because Xpeng is ready to enter the segment.

This Chinese brand has prepared the Xpeng X9 to be marketed in the country. In fact, its launch is just a matter of time, on June 19, 2025.

According to circulating rumors, the electric car will be sold starting from Rp 990 million to the most expensive at Rp 1.09 billion.

Of course, Xpeng's presence in the country presents a unique challenge for manufacturers who have been selling here for longer.

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Like BYD Indonesia, which has been marketing a premium electric vehicle (EV), the Denza D9, for some time now.

Moreover, the environmentally friendly four-wheeled vehicle is priced at Rp 950 million on the road (OTR) Jakarta.

Therefore, BYD has spoken out about the arrival of the Xpeng X9 electric car for the premium market.

“Of course, the most important thing we've learned in Indonesia is not just about bringing a good product at a low price,” said Luther T. Panjaitan, Head of Public and Government Relations at PT BYD Motor Indonesia in Pluit, Penjaringan, North Jakarta, recently.

Luther revealed that manufacturers must be able to meet all customer expectations when they want to market a new product.

Starting from the purchasing process, usage, to resale. All of these must be fulfilled by the manufacturers.

“So, starting from sales, quality standards, dealer services, and reach to certain areas, these are all inseparable parts,” he continued.

Nevertheless, BYD Indonesia still positively welcomes the presence of its compatriot in Indonesia. Because according to them, it will bring a good impact to the automotive industry.

Especially for the people in the country. They will have various options when they want to buy a premium electric car.

“The more good products that are brought in, the happier we are, because there will be more choices,” Luther affirmed.

BYD is also confident that the Denza D9 will continue to attract a lot of public attention despite the presence of the Xpeng X9.

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“But I feel that customers now, especially in the premium segment, are smarter. They look at the whole package, not just a specific product or the price alone,” he concluded.

He explained that a manufacturer's commitment is also one of the considerations for EV buyers in Indonesia.

“Seriousness is also important, for example, from the manufacturing and insurance side regarding network investment,” Luther concluded his statement.