Daihatsu's Unique Approach to Finding Buyers, Unlike Other Brands

KatadataOTO – New car sales in Indonesia are slowing down. The unstable economic condition in the country is one of the causes.

PT Astra Daihatsu Motor (ADM) claims that they have a different approach to consumers. This approach was chosen because the Japanese brand's target segment is first-time car buyers.

“Maybe what you all should know is that we don't hold exhibitions in malls. But at gas stations and traditional markets,” said Sri Agung Handayani, Marketing Director and Corporate Communication Director of ADM in South Jakarta, Tuesday (20/05).

Consumers in the first-time car buyer segment are people who have just moved up in class. In general, they are prospective motorcycle users who want to own their first car.

Photo : ADM

Then, ADM customers are also often from the SME (Small and Medium Enterprises) sector. So the marketing technique used is quite unique.

Other car manufacturers hold many exhibitions in shopping centers. They target the middle to upper class communities according to the mall's location.

This method is acknowledged not to be effective for Daihatsu in finding buyers. Moreover, sales of products with the D logo are dominated by credit.

“At Daihatsu, approximately 80 percent of our sales are on credit. So the education must be in places that are indeed the Daihatsu Segment,” said Agung.

It was further conveyed that first-time car buyer consumers in the regions must be guided by the sales force. So that in the end, a purchase is made by the consumer.

“That (guidance) is what we do. Yesterday we just went to several cities and were witnessed by the principal,” he explained

Daihatsu Sales April 2025

Entering the fourth month of 2025, this brand from the Land of Sakura still firmly holds the second position of best-selling manufacturers.

Although there was a decline in April 2025, they have already delivered 46,718 units to consumers (retail sales).

Photo : Daihatsu

Daihatsu's market share in the national automotive market is 17.5 percent. This figure has not changed since last year.

Their main champion is none other than the Daihatsu Sigra. The affordable 7-seater MPV was successfully sold in about 14 thousand units.

Meanwhile, the second best-selling product is the Daihatsu Gran Max Pickup. This light commercial vehicle sold about 12 thousand units.