Honda Motorcycles Still Control The Heart Of Indonesian Consumers

ADV 160. (Doc. AHM)

JAKARTA - Exactly 3 years after the end of World War II, Honda Motor Company, Ltd or Japan Honda Giken was founded by engineer Soichiro Honda on September 24, 1948.

Meanwhile in Indonesia, PT Astra Honda Motor is a pioneer in the Honda motorcycle industry in Indonesia which was founded in 1971 under the initial name PT Federal Motor. At that time, PT Federal Motor only assembled motor components imported from Japan in the form of CKD (Completely Knock Down).

Years have passed, Honda motorcycles are still the prima donna in Indonesia. Recently, the release of a survey published by Jakpat revealed that brand image is one of the main considerations for the public in buying motorbikes.

"Positive images that are high against a brand will be directly proportional to the number of users," said Head of Research Jakpat, Aska Primardi in a press release, Friday.

In addition to brand images, other things that people consider are high quality and stable resale price.

Respondent Jakpat assessed that the trusted brand aspect was dominated by Honda by 73 percent, followed by Yamaha (21 percent), Kawasaki (3 percent), and Suzuki (2 percent).

In addition, Honda is also superior as a high-quality brand (67 percent) compared to Yamaha (20 percent), Kawasaki (7 percent), and Suzuki (5 percent).

Another aspect is that the selling price is high or stable with the highest percentage being Honda at 71 percent, followed by Yamaha (18 percent), Kawasaki (9 percent), and Suzuki (3 percent).

Positive image can make consumers interested in Honda motorcycles. Then when he uses the motorbike, and it turns out that he also has a positive experience, then he can become a loyal advocate consumer," said Aska.

The survey also stated that as many as 75 percent of respondents used Honda motorcycles. The next rank is Yamaha and Kawasaki with a percentage of 16 percent and 1 percent.

In general, reported by ANTARA, Friday, December 22, the most widely used motorcycle categories are automatics with the three largest, namely Scoopy, BEAT Sporty, and Vario 125.

The survey report involved 1,021 respondents aged 17-54 years and was conducted on 17-23 November 2023 online.