[heading heading=’h5′]Honda Beat Leading to Increase in Indonesian Motorcycle Sales[/heading]
There are telling signs that conservative consumers in Indonesia are beginning to change.
With motorcycles, new catchy designs and bright colours are winning the hearts of fashion-conscious young Indonesians.
Japan’s Honda Motor Co., the largest motorcycle producer in Indonesia, on Aug. 13 unveiled the new version of its flagship Beat model in Jakarta. The updates on the Honda Beat resulted to an easier ride, thanks to lighter frames and wheels.
The Honda Beat sells at affordable prices starting at 14.7 million rupiah ($1,108 USD). The affordability is a factor that makes the Honda Beat popular among young Indonesians.
Honda adopted a new marketing method, which was releasing the new Beat simultaneously in 26 cities, on August 15th.
Previously, the Honda first released new models in Jakarta and offered them in other parts of the country later. This was due to distribution restrictions from production sites on the island of Java.
A Honda dealer in Medan said customers sometimes had to wait for about a month from the release date before they could receive their motorcycles.
For better alignment with local needs, Honda hired an Indonesian designer to overhaul the design of the new Beat motorcycles and offered them in several colours to match tastes of young Indonesians.
For marketing of the new Beat, Honda used JKT48, a popular female idol group based in Jakarta, for its TV commercial.
Indonesia is the world’s third-largest motorcycle market, but the country’s motorcycle sales only stood at 6.48 million units in 2015, down about 17% from a year earlier. This was due to an economic downturn and the effects of the loan restrictions from banks.