GIIAS 2025 Visitors Dominated by Gen Z, a New Term 'Rojali' Emerges

KatadataOTO – The GIIAS 2025 event ended on Sunday (03/08). During the event, vehicle manufacturers strived to display their best models to attract visitors' attention.

One of them was GWM Indonesia, present in hall 3, ICE BSD City. They were quite aggressive, showcasing several models at once.

“At GIIAS 2025, GWM carried the global message and strategy of all scenarios, all powertrains, all users. Because we understand that innovation is not a multiple-choice question with one correct answer,” said Martina Danuningrat, Strategy & Marketing Director of GWM Indonesia.

Interestingly, they not only showcased their best products but also included a few notes.

Photo : Special

It was noted that a high number of Gen Z attended GIIAS 2025. Remarkably, they accounted for 54 percent of the total hundreds of visitors.

This figure is much higher compared to respondents from Gen X at 23 percent and millennials at 21 percent.

It should be noted that the total number of visitors at GIIAS 2025 reached 485,569 people. This number is higher than the previous year's achievement of only 475,084 visitors.

However, the large number of visitors was not directly proportional to an increase in sales. The number of vehicle orders during the exhibition is predicted to have decreased.

“It seems to have decreased slightly. If we look, the economic conditions are indeed a bit tough, and we also see that up to the middle of this year, June, sales have dropped,” said Yohannes Nangoi, Chairman of Gaikindo, when met in Tangerang on Saturday (02/08).

The decrease in sales amidst the increase in visitors seems to reinforce the recently discussed phenomenon of "rojali" (groups that rarely buy) and "rohana" (groups that only ask).

This situation is seen as an indication that the public's financial condition is under more pressure compared to previous years.

Photo : Special

This situation has also led Gaikindo to consider revising the sales target in Indonesia. From the previous 850,000 units to a smaller number than before.

“I will first look at the sales at the end of July and August. But it feels like there might be a target revision,” he then added.