The Unique Differences Between Young Car Buyers in China and Indonesia

KatadataOTO – Chinese manufacturers make many market strategy adjustments when bringing products to Indonesia. This is because the consumer characteristics are very different.

According to a representative from Lepas, one of the Chinese brands that debuted in the country, there are several unique differences between Chinese and Indonesian consumers.

“In China, the younger generation like me really likes new energy vehicles (NEVs or environmentally friendly vehicles),” said Ricky He, Deputy Country Director of Lepas Indonesia in Tangerang, recently.

Then, the way they conduct transactions is also very different from Indonesian consumers.

Photo : KatadataOTO

Indonesian people, according to Ricky's observation, prefer to come directly to the dealership to see the desired vehicle.

Potential customers are even willing to compare various models and must test drive them directly before finally being convinced to make a purchase.

“When we discussed with representatives in Indonesia, they said that method is not suitable here,” said Ricky.

Buyers in Indonesia tend to prefer discussing directly with salespeople and also negotiating for things like discounts or price cuts before the transaction.

Physical proof like a vehicle order form (SPK) is a must-have for customers in the country. Unlike in China.

“So it's very different from in China. For me personally, having to go from store to store, comparing vehicles, seems tiring,” said Ricky.

In China, Ricky said his team is developing an application for prospective car buyers of Lepas to purchase vehicles conveniently through their gadgets.

This strategy will not be used in Indonesia because it is not suitable.

“But the generation above me, they have to see the vehicle in person and hold the document (SPK), as well as look for discounts,” said Ricky.

So there are a number of challenges that Lepas needs to face to adapt to selling vehicles in the country.

Moreover, this sub-brand of the Chery Group targets the younger generation who like stylish vehicles for daily mobility in urban areas.

“Before coming to Indonesia, I discussed with many parties. The most important thing is that consumers here think about lifestyle and driving experience,” said Ricky.

Photo : KatadataOTO

Lepas's target consumers in Indonesia are those who want a premium driving experience at a competitive price.

For your information, Lepas is bringing three flagship models to be introduced for the first time at the GIIAS 2025 event, namely the L4, L6, and L8.

The Lepas L8 is the model prioritized to launch first. It will most likely use plug-in hybrid electric vehicle technology as it is considered to have potential by the Chery Group.