When Allusion Of Unseen Vehicles Becomes A Selling Point For Esemka Car Products

President Jokowi was in Esemka car when inaugurating the assembly facility of PT Solo Manufacturing Kreasi (SMK) in Boyolali, Central Java (6/9/2019). (Setpres Press Bureau/Kris)

JAKARTA – A video clip from the conversation of the beautiful drifter Revy Vamella regarding the Esemka car at the 2023 Indonesia International Motor Show (IIMS) has become a hot topic of conversation on social media. Revy compared Esemka car to a guy who disappears when he's needed and appears when he's not needed.

"Esemka is like a boyfriend, both are magical you know, sometimes he is there, sometimes he isn't," said Revy in response to content creator Nuke Ayu's question in a video circulating on Twitter on February 21, 2023.

"Then if we need them, they are nowhere, if we don't need them, they are always around," continued the conversation between the two women.

Revy's words, which seemed to satirize Esemka car, received a lot of insults. Not only on Twitter, but social media activists also flooded the comments column on Revy's Instagram account.

However, one day later, on February 22, 2023, Revy uploaded the entire video. As it turned out, it was discovered that it was only promotional content for Esemka products.

"Guys, what's going on in this crowd, now save this video, and don't forget to share it. Now we are at Esemka's booth. The thing about Esemka that I told you yesterday is because I rarely this car on the road. However, I often see the news and now the booth is at the IIMS 2023 event," said Revy.

"So that this car isn't magical anymore, it's better now, let's just take a look and buy it right away, guys," she continued.

Drifter Revy Vamella creates advertising content about Esemka cars. (Twitter)

UHAMKA Advertising Practitioner and Lecturer, Drs. Hilwan Arif assesses that advertising content that uses the style of customer testimonial with the Hootsuite technique through social media management platforms (Instagram) is common nowadays.

According to its characteristics, this style of advertising does have a wider reach because it focuses on approaches from the public or customer testimonials. Of course, it also saves time and money.

“Starting by sharing a mashup video that shows customers conveying their knowledge and experience of a product. Delivered through visuals and messages via live video (live vlog)," said Hilwan to VOI on 23 February 2023.

There are three parts that are separated through this style, namely brand building goals or needs, speed/efficiency, and direct reporting capabilities.

"That was conveyed clearly, according to facts (honest) and objective, brief, clear, solid, and easy to understand. It doesn't offend other parties, it's right on target, and it's polite, interesting, and logical," said Hilwan.

Even so, there are things that must be considered in making the structure of text or advertising messages. For example, the title, it is better if the contents cover the name of the product and its impact on people's lives.

Drifter Revy Vamella's conversation with her female friend who called Esemka car magical like a boyfriend went viral on social media. (Twitter)

Then, product identity. This section contains the name of the product being promoted, either in the form of goods or services. Thus, making people understand and know what the product actually is.

Last explanation. The description submitted usually contains a complete description of the benefits of the product for the community or the desired target consumer.

"How to get it like what, to the identity of where to get the product," added Hilwan.

Copywriter and Content Creator Siauw Andreas also assessed that Revy already has the authority so that with an ordinary title, the content presented can still go viral.

“Ideally, the first 3 seconds can be optimized to give the title because that's an important point. For example, given the title 'What are the Similarities Between Esemka and Doi?' When explaining the features of the car, maybe you can add a b-roll or a scene about the car so that the audience can get a better picture," said Andreas to VOI on 23 February 2023.

Esemka polemic

Since its inception, the Esemka car has continued to reap polemics. Why does it get the nickname a magical car, because this car is rarely seen on the streets.

Edi Hermanto, a gold entrepreneur, via his account @BangEdiii on November 11, challenged the @JulBayur3 account that posted a photo of Esemka's latest product to send Esemka car to his office.

"If you have the goods, deliver 5 units to my house, I pay cash without using installments. From 10 years ago, Esemka was a proud, but it's not clear what the examples of the goods were like in the showroom. The place to buy the car is in the showroom, not directly to the factory," Eddy tweeted.

However, up to 2x24 hours, the product never came. In fact, Edi promised a commission of IDR 5 million per unit.

Apart from being magical, many people still doubt whether the Esemka car is truly a product made by the nation's children or just plagiarizing car products from China.

The Esemka Bima EV electric car was exhibited at the IIMS 2023 event, in Kemayoran, Central Jakarta. (Antara/M Risyal Hidayat/tom)

This is because a number of Esemka products, such as Rajawali, Esemka Digdaya, and Garuda 1, are similar to Foday, cars produced by Guandong Foday Automobile from China.

It's the same with the Esemka Bima EV electric car product which is currently being exhibited at the IIMS 2023 event, it is also similar to the Chinese car Shineray X30LEV. This product also reportedly pivots up to 6 months.

President Director of PT Solo Manufaktur, Eddy Wirajaya, does not deny that Esemka cars, especially the Bima EV, are similar to Shineray, because there is indeed a collaboration with the Chinese company.

"The Esemka Bima EV on display is a prototype that was imported directly from China. Speaking of business partners, we are looking for a potential partner who can make us commit together. Whatever partners join us, our local brands are part of the collaboration," he said.

Not National Car

Member of Commission VII DPR RI Mulyanto urged President Joko Widodo (Jokowi) to provide an explanation to the public about the Esemka car. The Minister of Industry and the Esemka manufacturers must be able to describe the status of the Esemka car whether it is a national car made by the nation's children or not.

This is very important because it also has an impact on the government's plan to subsidize the purchase of electric vehicles.

"If the Esemka car is indeed domestically produced, then we take our hats off. However, if the Esemka car turns out to be not domestically produced, as reported, Jokowi must be morally and politically responsible," he said.

It was Jokowi who first introduced the Esemka as a car made by SMK children in Solo. Jokowi during his time as the Mayor of Solo also had time to use this car as his official vehicle, even though it was only for a few days because there was no complete paperwork.

Even so, Eddy in August 2019 had stated that Esemka was not a national car, but a private company engaged in the manufacture or production of cars.

"We are not a national car, but we are purely Indonesian. We produce cars in Indonesia using Indonesian power. We also use components from local companies for spare parts. Our investment is purely Indonesian, nothing from foreign parties, and without Mr. Jokowi, that's clear," said Eddy.