Strategies for Audio Business Owners to Survive as New Car Sales Decline

KatadataOTO – The decline in new car sales did not affect some parties. As felt by Audio Plus Indonesia.

They actually claim that sales of four-wheel vehicle audio equipment can show growth.

This occurs in both domestic and export markets. Thus Audio Plus Indonesia managed to reap sweet results in 2025.

"When the market is sluggish, which I hear many others are experiencing a decline, we can still grow," said Andreas Tjahjadi, CEO of Audio Plus Indonesia in West Jakarta a while ago.

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According to Andre, there are several strategies they implement. Such as collaborating with several dealers.

Thus Audio Plus Indonesia creates a number of attractive programs together with car dealers. As a result, they can attract many buyers.

"We went to the Goldhorn factory in China to do coverage there. With 16 people we brought from Indonesia," he continued.

Andre explained that they introduced many flagship products to the dealers taken to China.

Thus, Audio Plus Indonesia's products become more recognized. Their demand can also grow quite rapidly.

In addition, Audio Plus Indonesia also expands the market. They offer a range of products from affordable prices to the most expensive.

"So from the low end to ultra high end, say a speaker priced at Rp 2.6 billion and there's always someone who buys it," Andre asserted.

Through this approach, when the lower middle-class market is sluggish, Audio Plus Indonesia targets consumers with deep pockets.

But when the upper middle class does not want to shop, they can still leverage the presence of the middle class.

"We reach all segments, from bottom to top. Market strength like that cannot collapse entirely within a country," Andre concluded.

Lastly, they also regularly participate in car audio competitions. Both events in Indonesia and abroad.

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Thanks to that, consumers increasingly learn about the quality of Audio Plus Indonesia's products.

Buyers no longer hesitate when they want to install audio in their vehicles. They continue to rely on products from this manufacturer.

For information, Audio Plus Indonesia claims its sales rose by less than 10 percent in the domestic market, while exports grew up to 250 percent.