How HPM Entices Young People to Buy Honda Brio

KatadataOTO – PT HPM (Honda Prospect Motor) or Honda is collaborating with the esports team Liquid ID this year to boost the marketing of their vehicle lineup, especially to first-time car buyers.

The Honda Brio is being offered as the main model. Considering the hatchback is the backbone of PT HPM's sales in the country and targets first-time car buyers.

Amid weakening purchasing power, Honda believes that young people, or Gen Z, have great potential to contribute to the automotive sector.

Therefore, this collaboration is expected to attract the younger generation to buy vehicles, one of which is the Honda Brio, through the Let’s Go Brio campaign.

Photo : KatadataOTO

“Indonesia has a significant demographic advantage with its large young population. This is the key to the growth of potential first-time car buyers in the automotive industry,” said Yusak Billy, Sales & Marketing and After Sales Director of PT HPM in Sunter, on Tuesday (06/05).

It was further explained that four-wheeled vehicle ownership in Indonesia is still relatively low. The ratio is only 99 out of 1,000 people in the country owning a car.

“There are around 75 million Gen Z, most of whom are entering their productive years. They are the trendsetters of the future, and we want to understand their habits and aspirations,” said Yulian Karfili, Communication Strategy Senior Manager of PT HPM on the same occasion.

This collaboration will last for the next year. Honda will be the official mobility partner or the official operational vehicle for the esports athletes from the Liquid Indonesia team.

“We believe the collaboration doesn't stop here. As an automotive brand, Honda's duty is not just to launch cars but also to be present from a person's very first step in buying a car,” he emphasized.

A number of interesting activities have been prepared by Honda to enliven the collaboration with Liquid ID.

Photo : KatadataOTO

Such as the Dealer Watch Party, where Liquid ID team matches can be watched live at 12 official Honda dealers in several major cities.

Participants who join the activity can also try out Honda's vehicle lineup directly through a test drive session.

Additionally, there is the TL Cup, a national-scale gamer community tournament that will be part of Honda Culture Indonesia.