Honda Jemursari Dealership Closes, Sales Continue to Decline

KatadataOTO – The Honda Jemursari dealership in Surabaya, East Java (Jatim) has decided to close its business. The outlet had been serving customers of the H-badged cars since 2005.

The dealership's HR (Human Resources) team itself often became finalists in the Honda Skill Contest. However, many challenges stood in their way, forcing them to give up.

Interestingly, the Honda Jemursari dealership will be changing brands. It will no longer be the Japanese brand, but will become a facility for GWM (Great Wall Motor) starting January 31, 2025.

The brand change at one of its dealerships was confirmed by Yusak Billy, Sales & Marketing and After Sales Director of PT Honda Prospect Motor. He told KatadataOTO that the change in dealership status is a part of business dynamics.

Photo : Special

“We respect every decision from our dealers as partners,” said Billy, as he is affectionately known.

Honda sales in East Java and its surroundings are known to have experienced a correction. Based on data from HSC (Honda Surabaya Center), sales for the January – April 2024 period reached 5,657 units for the East Java, Bali, and Nusa Tenggara regions.

Meanwhile, in the same period in 2025, distribution shrank to 3,312 units. HSC itself is known to be the main Honda dealer for the East Java, Bali, and Nusa Tenggara regions.

Furthermore, the decision for Honda Jemursari to become a GWM dealership is quite unique. Based on data from Gaikindo (Association of Indonesian Automotive Industries), GWM's sales are still far below the Japanese brand.

Retail sales for the Tank brand throughout 2024 were at 600 units. Meanwhile, the Haval brand recorded 75 units in the same period.

For the January – April 2025 period, retail sales of Tank have reached 222 units. Then, the Haval brand has recorded 71 units in the same period.

Photo : GWM

Through a strategy of adding dealerships, it is possible that it could increase vehicle marketing. This way, consumers can get to know the new brand from China, GWM, better.

GWM itself is a brand from China that entered Indonesia in 2023. Under the auspices of Inchcape Indonesia, they offer the Tank, Haval, and Ora brands.

The last-mentioned brand will start to be marketed in the near future. Already assembled locally, the price offered is predicted to be in the IDR 300 million range.