Maxus's Tips for Competing with Denza and Xpeng in the Premium EV Segment

KatadataOTO – The fierce competition of Chinese electric cars is not only happening in the lower segment. However, the premium class is no less interesting.

Various manufacturers from China are also marketing Electric Vehicles (EVs) in the premium segment. Take for example Denza, which sells the Multi Purpose Vehicle (MPV) D9.

Not to be left out, there is also Xpeng as a newcomer. They have officially launched the X9 in Indonesia.

Then Maxus also enlivens the competition. This manufacturer markets the Mifa 7 and 9 for consumers in the country.

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Maxus is very confident it can compete with its compatriots, namely Denza and Xpeng, and attract many consumers.

“I think the features of premium products from one brand to another are quite similar, not much different,” said Yudhy Tan, Chief Operating Officer, PT Indomobil Energi Baru at ICE BSD, Tangerang some time ago.

According to Yudy, there are various ways to compete in the premium electric car class. The most important is in terms of the service provided.

With maximum service, he believes it can convince potential buyers to purchase the Maxus Mifa 9 and 7.

“People won't talk about discounts. The most important thing is the best service for customers, because if they already like it, they will definitely buy,” he added.

Yudhy also admitted that he often gives directions to the Maxus teams and sales force to provide the best possible service.

By doing so, it is hoped that more people will want to use Maxus electric cars, especially for various daily activities.

“Because premium is a different class, money is not an issue,” Yudhy continued.

On the other hand, to pamper potential consumers, Maxus plans to add more dealerships in Indonesia. By the end of 2025, the target is to have ten locations.

“(Later) there will be ones in Medan, Batam, and also Palembang. Then in Jakarta, there will be additional locations in Bintaro, TB Simatupang, PIK, and Kemayoran,” he said.

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Then on the island of Java, Maxus wants to establish dealerships in the Yogyakarta, Semarang, and Surabaya areas. Lastly, they are also targeting Bali.

As a reminder, at GIIAS 2025, Maxus lowered the prices of all its electric cars. For the Mifa 7, it went from an initial IDR 799 million to IDR 740 million.

Meanwhile, the price tag for the Maxus Mifa 9 is IDR 888 million. This figure is a decrease, as it was previously sold for IDR 1.099 billion.