Hyundai Reveals EV Sales Challenges in Sumatra

KatadataOTO – PT HMID (Hyundai Motors Indonesia) is one of the manufacturers that has electric car options for the public. However, its population is currently still concentrated on the island of Java, especially in the Jakarta area.

The availability of infrastructure and the stigma surrounding the durability of electric cars are obstacles to EV (Electric Vehicle) penetration in regions, including the island of Sumatra.

According to Hyundai, Lampung is one of the potential markets outside the island of Java. However, the approach to potential customers is different when it comes to electric cars.

“Although each dealership, including Hyundai, has its infrastructure, the EV population is not yet very large. However, there are already some customers using the Ioniq 5,” said Fransiscus Soerjopranoto, Chief Operating Officer of PT HMID in Lampung some time ago.

Photo : KatadataOTO

He continued, uniquely, there are customers there who actually help educate other people about electric cars.

This is said to be very helpful in introducing EVs to other potential consumers in the Lampung region.

“In fact, he voluntarily lent his Ioniq 5 (to his friends) to be used for test drives and charging. That is one interesting example in terms of popularizing electric cars,” he explained.

For your information, the electric car models currently offered by Hyundai are the Ioniq 5, Ioniq 6, Ioniq 5 N, Kona Electric and Kona Electric N Line.

Their EV price range starts from Rp 500 million and up. In Lampung, the most ordered models are the Ioniq 5 and Kona Electric.

Both are locally assembled and receive electric car incentives from the government. Thus, the vehicle's price tag is claimed to be more competitive.

Photo : KatadataOTO

But for now, Hyundai's sales in Lampung are still dominated by gasoline-engine models, especially the Stargazer and Creta.

Hyundai sees Lampung as an attractive market because of its developing road infrastructure and connection to the island of Java.

“Previously, for example, the ferry could take five to six hours. Now it's only one hour, so that facility is what supports the development of Indonesia's automotive industry in a region,” he said.