BYD's Strategy to Sell EVs in Indonesia: Aggressively Building Dealerships in Regions

KatadataOTO – BYD (Build Your Dreams) is expanding its dealer network throughout Indonesia to reach more consumers. This year, the target is 80 outlets, and 44 locations have already been realized.

Although the adoption of electric cars in areas outside of Java is still slow, BYD revealed that its strategy to approach potential consumers is to establish dealers first.

One of them is in Lampung, which is considered to have great potential because its location is quite close to Jakarta, and its access and transportation facilities are already developed.

“The development and expansion of the EV (Electric Vehicle) network is like a chicken and egg situation. If you wait for the infrastructure and there are no showrooms, the market won't exist,” said Luther Panjaitan, Head of Government and Public Relations at PT BYD Motor Indonesia in Jakarta recently.

Photo : KatadataOTO

According to him, the presence of a showroom or dealer is one of the attractions for consumers to buy an electric car. 

The existence of dealers and official workshops makes consumers more confident in using battery-based electric vehicles. The hope is that this can accelerate EV implementation, especially in areas outside of Jakarta.

“BYD is a pioneer in developing the EV ecosystem not only in Jabodetabek, but especially in major cities where EV adoption is still acceptable. At the very least, people can see our seriousness from the development side,” Luther emphasized.

The dealer network is also established by paying attention to the needs and comfort of consumers. For example, the BYD Harmony branch already has 3S (Sales, Service, and Spare Parts) status.

So consumers don't have to worry if their vehicle has a problem, because it can be handled by on-site technicians.

Furthermore, customer comfort while waiting for their vehicle to be serviced is also considered.

“The standard for all BYD showrooms is the same; the impression is more in the layouting. Some are built from scratch, and some are heavy renovations,” said Luther.

Photo : KatadataOTO

For your information, BYD sells five flagship models in the country, namely the Dolphin, Atto 3, Seal, M6, and Sealion 7.

The Sealion 7 itself debuted at the IIMS 2025 event, becoming an SUV (Sport Utility Vehicle) option of the Seal. Consumers are thus presented with more and more environmentally friendly vehicle choices from BYD.

If you are interested in a luxury MPV, BYD's sub-brand, Denza, has also entered the country and has its own dealers. Currently, only one model is offered, the D9