Changan Determined Not to Join Electric Car Price War

KatadataOTO – Changan is just waiting for the right time to enter the Indonesian electric car market. They have prepared a number of electrification lines.

Changan's Electric Vehicles (EVs) will also be sold at competitive prices. It is hoped that they will be in demand by the people in the country.

Even so, Changan admits it is not interested in implementing a price war strategy like other Chinese manufacturers.

“In my opinion, a price war is not profitable for anyone,” said Setiawan Surya, CEO of Changan Indonesia in Chongqing, China some time ago.

Photo : KatadataOTO

According to Setiawan, offering competitive electric car prices does not always mean implementing a price war.

Moreover, this strategy has great potential to harm themselves, as the profit gained is little or none.

“If there's no profit, it means there's a distribution channel that might not survive. If it can't survive, we're in trouble,” he continued.

Furthermore, Setiawan confirmed that Changan wants to be in Indonesia for a very long time. This is part of their commitment to pamper consumers.

Therefore, this Chinese manufacturer claims it is not interested in joining the electric car price war in Indonesia.

“’So consumers get a good product. Dealers also get enough profit to cover their operational costs,” said Setiawan.

In addition, Setiawan explained that in marketing electric cars, everything must be balanced, without sacrificing many parties.

“We can't have one side gaining more while the other side even suffers a loss. It becomes unbalanced in the end. It's wiser if we can keep everything balanced,” he asserted.

Showcasing Cars at GJAW 2025

For your information, Changan will bring two electric cars at once to the GJAW 2025 event at ICE BSD, Tangerang, at the end of November.

The models are the Changan Deepal S07 and the Lumin EV. Each has its own advantages.

Thus, they are claimed to be able to meet all the needs of electric four-wheeled vehicle users in the country.

Photo : KatadataOTO

It is worth noting that on the NJKB page, the Deepal S07 (4X2) AT has a base price of Rp 580 million to Rp 611 million.

Meanwhile, the Changan Lumin L DC (4X2) AT is priced at Rp 194 million, ready to challenge other compact electric cars in the country. 

However, it should be remembered that the NJKB is not the benchmark for the actual vehicle price, as it does not yet include other costs such as taxes.