JAKARTA - The dynamics of the Indonesian automotive industry continue to run dynamically, but throughout Q3 of 2025 Mazda is one of the brands that is able to maintain the stability of its performance. In fact, it only experienced a 0.12 percent decrease in market share in October 2025.
According to Chief Operating Officer of PT Eurokars Motor Indonesia, Ricky Thio, the Indonesian automotive market has several factors in vehicle purchases in Indonesia. Consumers are now more careful in assessing the Total Ownership Cost (TOC), which includes aftersales costs (service & maintenance), registration and administration costs, to resale value. All aspects of TOC form a rational foundation in decision-making.
However, this factor does not stand alone. The automotive ecosystem is also influenced by external elements, such as government regulations, industry dynamics, and infrastructure readiness, all of which form market momentum and consumer preference directions.
"Indonesia is one of the automotive markets that is very value competitive. With the many value propositions from various APM (Brand Holders), consumers need to be able to combine rational factors such as TOC, with their personal needs," he said, in an official statement received, Tuesday, December 16.
English:
Looking at 2026
Mazda considers that 2026 has a gradual recovery opportunity. The first semester is expected to be stable, while growth acceleration can occur in the second semester. This recovery requires prerequisites such as social stability, a bureaucratic facilitation, positive industry competition, and cross-ecosystem synergy.
"The curve of purchasing power is expected to rise again. With a healthy and collaborative ecosystem, this industry will find its momentum," said Ricky.
To maintain relevance in 2026, Mazda will implement a more precise segmentation strategy, targeting consumers who prioritize driving comfort, pride in the design of their cars, and appreciate the emotional value of vehicle ownership. Mazda also strengthens the sales force's capabilities to more accurately identify its consumer's character.
In addition to refining the segmentation strategy, in 2026, Mazda will also launch several new models, mostly SUVs, in line with the needs of the Indonesian market which emphasize utility and comfort.
Not only that, Mazda also showed its long-term investment commitment through the construction of a new Training Center to strengthen the ecosystem from sales to aftersales.
"This Training Center is proof of our investment. Mazda is not only a brand, but also an ecosystem that supports the owner's experience from start to finish," said Ricky.
Seeing the current market dynamics, Mazda positions itself not only as an automotive player, but also as a bearer of philosophy and experience. Combining rational values such as TOC and aftersales with emotional value through design and driving experience, Mazda builds a balance that is increasingly relevant for Indonesian consumers.
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