Aggressively Released Products, Honda Admits Significant Increase In Sales

JAKARTA - Astra Honda Motor (AHM) is again showing its aggressiveness in the national two-wheeled market. Throughout 2025, at least 17 new models have been launched, the latest is facelift Vario 125 and Vario Street 125 variants.

However, behind the series of launches, Honda's sales performance did not increase significantly. Based on the company's information, Honda motorcycle sales in the January 'October 2025 period only grew slightly by 0.08 percent compared to the previous year.

This condition is quite in contrast to the massive launch activities of the products they have been running since the beginning of the year. AHM Marketing Director, Octavianus Dwi, emphasized that the strategy to present many new models is not always intended to pursue an increase in sales directly, but to strengthen the portfolio structure.

What I said was that launching products was not just about taking sales. But there are those who strengthen or fill the segment," said Octavianus in Cikarang, West Java, recently.

"I take an example, for example, if Stylo goes up, it doesn't automatically die, right. But there is a slice. So actually we are trying to strengthen," he continued.

Octavianus also said that if you look at retail sales data, Honda's performance throughout this year actually shows a much more significant increase. However, he was reluctant to reveal the details.

According to him, the wholesale data released by associations every month does not fully describe the actual market conditions. That's actually a significant increase. What usually AISI releases is wholesale, distribution. So it can't say it represents the real market," he explained.

Overall, the national motorcycle market in January 'October 2025 recorded sales of 5,427,253 units. Of these, Honda is still the absolute ruler with a score of around 4.2 million units or 77 percent of the market share, far behind other competitors such as Yamaha, Kawasaki, Suzuki, and TVS.