Not Just a Showroom, the Ford Experience Center Sunter is a Center for the Automotive Community

Responding to the changing needs of modern customers who are no longer just looking for conventional showrooms, Ford RMA Indonesia presents the Ford Experience Center (FEC) in the Sunter area, North Jakarta.

This facility is designed as an integrated experience center. Where it combines product education, community interaction, to vehicle personalization services in one place. Standing on an area of 1,014 square meters, the Ford Experience Center is part of Ford RMA Indonesia's strategic steps to strengthen its relationship with customers and the automotive community in the country.

Carrying the concept of a multi-functional hub, FEC presents a more personal and immersive experience for visitors. As stated by Regional Director of RMA Indonesia Roelof Lamberts.

"The Ford Experience Center is a manifestation of our 'The Next Heat' vision to build a more inclusive and customer-centric automotive landscape. This place is designed as a container where high-performance technology meets premium lifestyle," said Roelof Lamberts, Thursday, March 5.

"Through FEC, we want to create an inclusive space for the community to collaborate, explore, and experience Ford's dedication to innovation and customer convenience," he continued.

Inside the FEC, visitors can enjoy three main zones designed to provide a different experience. The Product & Innovation Hub zone is an interactive area that introduces Ford's innovation journey while showcasing the latest vehicle lines such as the Next-Gen Ford Ranger and the Next-Gen Ford Everest.

The area is also used as a collaboration space with various technology partners to present an automotive experience that is in line with future developments. Meanwhile, in the Showroom & Bespoke area (Hamer Area), customers can personalize their vehicles according to their characters.

Ford provides a variety of colors and original accessories so that each vehicle can be customized to the owner's style and needs. Visitor experience is also equipped with a Cafe & Lounge, a relaxing space with a warm and elegant atmosphere.

This area is a place for customers to relax, discuss with Ford consultants regarding after-sales services, and gather with their families in a comfortable environment. The presence of the Ford Experience Center is also part of Ford RMA Indonesia's expansion strategy throughout 2026, especially in strengthening after-sales services and expanding market reach.

Currently, Ford is supported by a network of 33 official workshops and 19 dealers spread across various regions of Indonesia. After recording a positive growth of 15 percent throughout 2025, Ford RMA Indonesia plans to continue its expansion this year.

The plan includes the opening of new dealers in Jakarta as well as the addition of service points in Sumatra, Kalimantan, Sulawesi, to Papua so that Ford owners can get the best service wherever they are.

"We believe that sustainable growth is rooted in customer trust. The Ford Experience Center is the first step in our series of initiatives in 2026 to provide automotive solutions that are increasingly oriented towards the needs of Indonesian customers," concluded Roelof.